What I Actually Took Away From Cannes Lions (Beyond the Rosé and Yachts)

Author

Shira Lazar
June 22, 2025

Hey friends,

Back from Cannes—and while there were yachts, panels, and plenty of rosé, here’s what actually stood out this year for creators and digital culture-watchers like me.

1. Creators are showing up louder than ever

This year, creators were the celeb sightings.

Not just on panels or at brand villas— but in pitch meetings, CMOs’ dinners, and on the stages where big decisions are made. It was the most visible, active creator presence I’ve seen at Cannes.

But while presence is progress, the infrastructure still hasn’t caught up. From measurement tools to media buying systems, the frameworks built for traditional media don’t yet fully support or scale creator content.

Creator-led content drives up to 4x more engagement than brand-produced content—yet most ad spend still doesn’t reflect that. That gap needs closing.

2. The platforms are the brands now

Meta, YouTube, LinkedIn, Spotify—they weren’t just at Cannes. They were the moment. From beachfront takeovers to exclusive talent soirees, platforms are no longer intermediaries. They’re the ones shaping culture and commanding budgets.

According to GroupM, social media now accounts for $250 billion of the $1 trillion global ad spend. Platforms know their worth—and they’re leading the narrative.

3. Agencies continue to carve out their lanes

From Stagwell’s SportsBeach to Michael Kassan’s new consulting and deal-making venture, 3VC, agencies are actively trying to differentiate themselves. 

Influential, acquired by Publicis in 2024 for $500 million, hosted sessions on creator strategy and brand innovation, plus their Forbes Creators of the Year event.

Other agencies are building full creator marketing arms or working behind the scenes to connect brand dollars with creator-driven communities.

Still, there’s no standardized way to value creators— nothing like the Nielsen ratings TV relied on (which many would say is outdated anyway). Until we get a universal multi-platform metric for things like livestreams, community loyalty, and conversion beyond views, creators risk being undercompensated even when they're included.

Fun random moment with Rare Beauty CMO Katie Welch and iJustine

4.  The Unseen ROI

While the Palais hosted the official programming, some of the most valuable moments happened off stage—on rooftops, at beach clubs, between panels, and in those unexpected run-ins that turn into real conversations.

I call this the “unseen ROI.”

Because here’s the truth: you rarely know the return on showing up in real time. It’s not always about the meeting that’s scheduled, the panel you’re on, or the dinner with a deck. Sometimes it’s a passing moment that leads to a collaboration, a DM that turns into a deal, or simply the chance to be seen in the right energy.

The best way to get ROI at something like Cannes?

Be present. Be open. Say yes to the in-between.

5. Creators are rising—but not fully in the room

Cannes has now hosted official creator programming for two years, which is real progress. 

But this year’s sessions were tucked away on a hard-to-find rooftop, up three flights of stairs, with little signage. Symbolic? Maybe. The momentum is there, but creators are still navigating how to move from invited to integrated or how to actually afford to get here at all. 

6. Mental health matters— and the conversation is finally starting

From The Wellness Oasis to Inkwell Beach, well-being was top of mind. One of my favorite moments was joining a panel on creator mental health—something I’m deeply passionate about.

I had the privilege of joining:

Together, we spoke about what real support for creators looks like— beyond the campaigns and content, and into the systems and safeguards creators truly need.

As the founder of Creators for Mental Health and co-creator of Creator Care, our sliding-scale therapy program for digital creators, this moment felt full-circle.

This panel was a step toward something bigger, and I’m hopeful for what comes next.

So… where do we go from here?

I’m excited to see Cannes Lions continue to evolve. I actually love the idea of a dedicated creator space—but I hope in the future, it’s more visible, more integrated, and easier to access for those who want to be part of it.

Because creators aren’t just showing up. We’re shaping the future of entertainment, media, tech, and culture—in real time.

And it’s not just about getting a panel slot or a VIP invite. It’s about getting paid—for our time, our expertise, our ideas. It’s about making real deals, not just posting for exposure. If this industry wants to take creators seriously, we need to move beyond optics and into true value exchange.

As someone who doesn’t just create—but also leads business development, partnerships, and sales for both my personal brand and my company, What’s Trending—I still think Cannes is one of the most valuable events to be at.

Especially if they find more intentional ways to connect creators to real opportunities.

Because so many of us are wearing multiple hats.

For now, I’m resting. After two packed days at Cannes, I flew straight to VidCon.

More on that soon.

P.S. If you’re a brand reading this and thinking about how to activate in a more meaningful way, it doesn’t have to be a big beachfront build or over-the-top production.

Some of the most valuable moments came from smaller, more intentional gatherings—like dinners and happy hours. I really enjoyed the one hosted by Epidemic Sound and Dubai’s Creator HQ, where it was easier to connect and have some great conversations.

📬 Cannes Headlines You Might’ve Missed

🟣 YouTube launches Open Call – a new tool connecting brands and creators directly. 

🟣 TikTok rolls out generative AI tools – including text-to-video and Showcase Products for smarter ad placement.

🟣 Tubi adds 500+ creator shows – including series from Watcher and Mythical Entertainment.

🟣 Nick DiGiovanni heads to Prime Video, Brittany Broski headlines a music fest, and Salt Hank opens a real restaurant in NYC.

🟣 Adobe launches Project Indigo, a camera app built for creators on the go

Other headlines to check out:

AI

Creator Economy

Web3 

 🎧 New Episode of The AI Download: How AI Is Fueling Protest Disinformation — And What You Can Do About It

This week on The AI Download, I sat down with Wired’s David Gilbert to unpack how AI is fueling disinformation—and why it’s getting harder to tell what’s real online.

From the chaos around LA protest hoaxes to Grok’s fact-checking failures, we dig into how generative AI is reshaping the media landscape, eroding trust, and amplifying bad actors.

We talk:

  • How AI is distorting real-time events

  • Why misinformation is scaling faster than ever. The role journalists (and all of us) play in fighting back.

  • And what Gen Z might teach us about media literacy
    This one’s essential listening for anyone who’s ever hit “share” and wondered if they should’ve paused first.

🎙️ Listen now to get caught up on the AI headlines you need to know plus insights on future of life, creativity and culture.

“I’ve found that success is really just action plus a good attitude. Keep showing up with both.”

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