Cannes Lions 2024: Celebrating the Power of Creators

This year marks the debut of Lions Creators at Cannes Lions—a brand new networking and events experience just for creators. For the first time, creators can attend the festival at a discounted rate, recognizing their growing importance in the advertising world.

“Every year it incrementally gets bigger [for influencer marketing], says Ryan Detert, CEO of Influential. “This is a breakout year, with the amount of spend being upward of $30+ billion in annual spend in influencer marketing.”  It’s clear that creators are now a crucial part of modern marketing strategies.

Simon Cook, CEO of LIONS, highlighted the creator economy’s potential as a key reason for including creators in the broader advertising conversation. Last year, digital stars were more visible at Cannes Lions, participating in panels and networking with top brands and media organizations. This shift shows that influencer marketing is being taken more seriously than ever before.

The Social & Influencer Lions awards at Cannes Lions will celebrate outstanding creative social thinking and strategic influencer marketing. Winning entries will demonstrate exceptional engagement, social reach, and innovative use of social media, brand ambassadors, creators, celebrities, and influencers to achieve commercial success.

Influencers are now recognized for more than just their reach—they are valued for the authentic connections they create. As the creator economy continues to grow, their impact on the advertising industry is more significant than ever.