By: Ann Daykin

June 2026

Back from an incredible time at Cannes Lions International Festival of Creativity Lions 2026. A few thoughts…

If you’re tired of every panel, post, and conversation being about AI, turn your attention to the creator economy.

Creators used to be invited to the after-parties, now they’re the main event

SPORT BEACH and YouTube beach ruled the Croisette this year, highlighting this shift (especially in sports!).

The rise of creators wasn’t the biggest change – it was the shift in power. Brands are spending less time asking creators to fit the campaign and more time asking how the campaign can fit the creator. Creators are no longer just distribution channels – they’re creative partners, production companies, and trusted voices with communities brands can’t build on their own.

BARK BARK’s panel on Caddie & The Kid reinforced the conversation on how brands like State Farm and Toyota became part of the story from the beginning by trusting creators and athletes to tell stories in their own voice.

My biggest takeaway? Audiences can tell the difference between a sponsorship and a partnership. The best work feels like the story couldn’t exist any other way.