The Creator Economy in Focus: The 2025 Influencer Pricing Report

Monday 16 June, 14:15—14:45 SevenSix Agency The Forum, Rotonde

The SevenSix Agency 2025 Influencer Pricing Report is here, offering a first-of-its-kind global analysis of influencer pay. This session will highlight key pay gaps and reveal how influencer pricing varies across platforms, regions and demographics. Charlotte Stavrou, Founder of SevenSix Agency, will reveal exclusive insights from the report, exploring how transparency in pricing can empower creators, strengthen brand–creator relationships and drive more equitable influencer marketing strategies.

Whether you're a brand, marketer or creator, this session will equip you with the latest data, key trends and actionable strategies to create fair, authentic and high-impact campaigns in 2025 and beyond.

Questions this session will answer:

• What are the key pay gaps in the creator economy, and how do pricing trends differ across platforms, regions, and demographics such as ethnicity, skin tone, and age?

• How can brands and marketers foster greater transparency in influencer compensation to build stronger, more equitable partnerships with creators?

• What actionable steps can creators take to understand their worth and negotiate fair pay in an evolving global influencer market?

The New C-level: How Creator Entrepreneurism Is Reshaping Business

Monday 16 June, 16:15—16:45 UTA Rotonde Stage, Rotonde

The next chapter of the creator economy will be defined by digital entrepreneurism and creators becoming CEOs. As more creators become platform-agnostic, they’re also looking to expand their digital empires into new media and business ventures. Given their massive followings and influence on consumer behaviour, where do brands fit in? And how do traditional marketers leverage the creator economy for campaigns that drive business impact?

Colin Rosenblum and Samir Chaudry, hosts of the YouTube show and video podcast The Colin and Samir Show and go-to experts on the creator economy, sit down with UTA Creators Co-Head and DBA Co-Founder and CEO, Raina Penchansky, to discuss how they and others are building innovative audience-first businesses and partnering with traditional brands in new ways.

Questions this session will answer:

• How are creator-driven brands different from traditional media businesses?

• How do non-creator-led brands leverage the creator economy to reach consumers?

• What lessons can marketing executives learn from Colin and Samir’s success with building an audience?

Creator night with Alix Earle, Yusuf Mehdi, and Copilot

Monday 16 June, 18:15 to 21:00 LIONS Creators Microsoft Beach House

Join us at Microsoft Beach with Alix Earle and Microsoft’s Consumer Chief Marketing Officer, Yusuf Mehdi. This is your chance to explore the journey to building a career as a creator, what it takes to stand out and be authentic, and how to overcome the pressure of being a creator and succeeding in the creator economy. Get hands-on with brand new Copilot experiences that can help you stand out, network with fellow creators and influencers, and enjoy food, beverages, and beats as your kickoff to Cannes!

Business of Influence: Closing the Gap Between Creativity & ROI

Tuesday 17 June, 10:00 to 10:30 Billion Dollar Boy Location: Creators Rooftop

The creator economy is at a turning point where rising budgets meet increased scrutiny. Brands are under increasing pressure to prove influencers’ ROI and long-term impact while trying to keep up with the speed of evolution.

So, what does it take for influencer marketing to evolve and secure investment in the years ahead?

We'll debut an exclusive research surveying 2,000 US and UK brands, revealing the evolving needs, untapped potential and tensions facing influencer marketing in the next 24 months and beyond.

Through the lens of this research, we’ll explore the biggest opportunities for brands as innovation and the creator economy collide. We’ll uncover where brands are falling short, where they’re ready to lead and what it takes to future-proof influencer investment and drive scalable brand growth.

Cracking the Code with Africa’s Creators

Tuesday, June 17, 10:45 to 11:30 Woof Studios Location: Creators Rooftop

The session will explore the growing influence of African creators in the global creator economy. With Africa’s youthful, tech-savvy population and rapidly expanding digital landscape, brands have a unique opportunity to connect authentically with diverse audiences. The session will showcase key cultural nuances within the African creators ecosystem and how brands can tap into fresh cultural perspectives, innovative content, and sustainable growth. It will also attempt to highlight influencer marketing, new forms of storytelling, and social impact initiatives. The key takeaways will include how to build long-term, ethical partnerships with creators, and leveraging Africa’s digital revolution to create meaningful, culturally resonant campaigns that resonate locally and globally.

Questions this session will answer:

• How can brands partner with creators advocating for social change, sustainability, and community empowerment, ensuring purpose-driven campaigns resonate with today’s values-driven consumers and create lasting impact?
• How to collaborate with African creators in meaningful ways that respect cultural nuances and foster long-term, mutually beneficial relationships, rather than short-term transactional engagements?
• How to leverage Africa’s diverse digital talent to create innovative, culturally resonant content across platforms like TikTok and YouTube, engaging global audiences while remaining authentic to local roots?

Mastering the Pitch: From Agencies to Creators

Tuesday, June 17, 11:45 to 12:15 Pereira O'Dell Location: Creators Rooftop

The art of pitching spans across the creative industries – whether you're an agency competing for a brand’s business or a creator negotiating brand partnerships. Both face similar challenges: standing out, proving value and building sustainable relationships.

This session brings together agency leaders, pitch consultants, and brand marketers to explore how to modernise the pitch process. We’ll share insights that bridge traditional agency pitching with creator brand deals, revealing shared principles that lead to authentic partnerships, fair compensation and creative fulfillment.

Creators, agencies and brand marketers will share perspectives from both sides of the pitch. Marketers will gain valuable insights into evaluating partnerships more effectively, while creators and agencies will learn to craft pitches that truly resonate with brand objectives.

Questions this session will answer:

• How can we structure pitches to demonstrate your unique value proposition to brands, making them shorter, more focused, and immediately compelling?
• How do we transform transactional pitches into relationship foundation for long-term value?
• What are the key criteria marketers use when selecting creative partners, in order to help both agencies and creators align their pitches with brand objectives and decision-making processes?

The Social Playbook: Brand Strategies Unpacked with Sephora

Tuesday, June 17, 12:30 to 13:00 Cannes Lions Location: Creators Rooftop

Get an inside look at how successful brands build campaigns that resonate, choose creators, structure their social teams, determine the channel mix, what they invest in and how they measure success.

Understand cutting-edge social and creator marketing strategies and tactics and fuel your creativity.

Bites and Insights: Brand Pitch Collab Lab

Tuesday, June 17, 13:00 to 14:15 Cannes Lions Location: Creators Rooftop

Eat lunch, think fast, pitch big! Join @girlbosstown Robyn DelMonte and Jessica Williams, Jessica Williams, Head of Brand Marketing and Partnerships, Shopify for a rapid-fire creative challenge.

You’ll team up with fellow creators, craft a killer marketing idea and pitch it live for real-time feedback.

Expect instant inspiration and a shot at turning your ideas into reality. Get ready to pitch, learn and connect in this high-energy, hands-on session.

UNBOTTLED: How Desperados Went All-In on Creator Marketing

Tuesday, June 17, 14:30 to 15:00 LePub and Heineken Location: Creators Rooftop

What happens when a brand shifts from traditional advertising to creator marketing at scale and entrusts 65 creators to be part of the creative process?

Join the masterminds to hear behind-the-scenes insights from the decision-making to new ways of measuring return on investment.

Learn how Desperados navigated a radical shift to the next era of brand storytelling, what they learnt in the process and how creators are shaping the future of marketing.

Only in Cannes: Q&A with the 2025 Social & Creator Jury President

Tuesday, June 17, 15:15 to 15:45 Cannes Lions Location: Creators Rooftop

Chicken Shops and Red Carpets: The Rise of Amelia Dimoldenberg

Tuesday 17 June, 16:00—16:30 BBC Studios Location: Terrace Stage

From viral red carpet encounters to chicken shop flirtations, Amelia Dimoldenberg has redefined the rom-com for the digital era. Join the creator behind Chicken Shop Date as she dives into how humour, awkward charm and cultural savviness turned casual interviews into iconic moments.

Learn how Dimoldenberg has mastered creating content that not only resonates with millions but also carries longevity. In conversation with Jasmine Dawson, SVP of BBC Studios Digital Brands, Amelia will unpack the rise of the ‘funny femme’, the evolution of digital romance and how brands can authentically connect with Gen Z through creator-led storytelling.

Questions this session will answer:

• How can you leverage romance in creating relatable content?
• How to work with talent, without compromising the integrity of the format?
• How can you take an off-the-cuff moment and turn it into a long-term story?

Dove × Creators Rooftop Takeover: Stay Relevant or Fade Away

Tuesday 17 June, 16:30 to 18:30 Cannes Lions Location: Creators Rooftop

For over 20 years, Dove has stood by one belief: beauty should be a source of happiness, not anxiety. Now it’s taking over the LIONS Creators Rooftop to discuss why staying true to your north star is more important than going viral.

POWERFUL CONVERSATION

How do you deliver consistent value – and real-world impact – instead of chasing likes? Join Marcela Melero, Dove’s Chief Growth Officer, Personal Care North America and Dove Masterbrand, together with creators and industry leaders, to find out what it takes to build with authenticity and lead with a clear point of view. Learn how to go ‘all in’ on culture while staying true to yourself – and shape what comes next.

UNMISSABLE EXPERIENCES:

• Dove’s Cocktail Hour. A thirst for unfiltered beauty? Drinks on us – plus an opportunity to explore Dove’s latest norm-defying products.
• Iconic Glambot moment. Are you ready for your slo-mo? Get ready with Dove hair and a pic for your feed at the Cannes Palais Rooftop’s most photogenic spot. #iconic
• Crumbl × Dove. Cookie or beauty product? Why not both? Try out the result of Dove’s collaboration with Crumbl – for the first time outside the US.
• Join #ShareTheFirst. Dove's creator-led movement inspires women to break free from the ‘perfect picture’ ideal. Take a ‘real’ first photo with the Dove instant camera.
• Plus, don’t miss out on a complimentary Dove travel bag and products.

Creator Survival Guide: Building a Lasting Career Beyond the Hype

Wednesday 18 June, 10:15 - 10:45 Scooperz Location: Creators Rooftop

Can you build a lifelong career as an influencer? Can you stay on top when the hype slows down? Going viral and gaining followers is a thrill, but what happens when the hype fades, engagement dips, or partnerships stall? How do you turn your passion into a lasting career, even if the algorithm suddenly hates you or your audience gets bored? Veteran creators openly share how they handle the realities of life as a creator. Get practical, honest tips on making money beyond sponsorships, keeping creativity fresh when you’re uninspired, and surviving the emotional and financial rollercoaster of creator life.

Questions this session will answer:

• How to avoid creative burnout and keep creating even when inspiration runs dry?
• What are the business strategies to diversify your income beyond brand deals?
• What are the techniques for handling negativity and fluctuating engagement while maintaining a loyal audience long-term?

How Corn Dogs, Cucumbers and Creators Can Change Everything

Wednesday 18 June, 10:45—11:15 TikTok Location: Terrace Stage

Creators Keith Lee and Logan Moffitt aren’t just talking about food – they’re moving markets. A burger joint goes from struggling to slammed because Keith gave it a nod. And Logan? His signature line, “Sometimes you need to eat an entire cucumber”, sparked a cucumber shortage in Iceland. That’s bigger than buzz. That’s impact.

Join this session to discover how these creators are leading the charge in trend-setting content, what that means for consumer behaviours and how brands can get involved.

Culture isn’t made in conference rooms, it’s created in the comment section. What’s cool, what’s craveable, what’s next – it all starts in the feed, and the smartest brands know how to listen.

Questions this session will answer:

• How can brands leverage this opportunity to become more in-tune with their customers wants and needs?
• What mistakes are brands making when it comes to social media trends?
• What does authentic brand/creator collaboration look like?

Kai Cenat x State Farm: Co-Creating a Blockbuster ·LIVE

Wednesday 18 June, 11:00 to 11:30 State Farm Location: Creators Rooftop

For decades, brands have hired celebrities to do the same rinse and repeat: hold the product, look at the camera and smile. Those days aren’t gone, but it’s no longer enough – creators tell their own stories now.

Enter the age of co-creation. The best content – what actually breaks through with consumers – is now developed with talent. When these minds meld, true magic can happen.

Let’s be voyeurs as State Farm gives a masterclass on the co-creation journey with the most popular streamer in the world: Kai Cenat. Together, they’ll do a ·LIVE brainstorm, recreating how their brand partnership captured lightning in a bottle and created an unforgettable, authentic connection with consumers.

Questions this session will answer:

• How brands can turn creators into creative partners — not just endorsers.
• How to collaborate with creators to build authentic, culture-driving ideas.
• How to balance strategy with spontaneity — great ideas happen when brands bring purpose and creators push creative boundaries.

Borrowing Community is the New Ad Spend

Wednesday 18 June, 11:45 to 12:15 Location: Creators Rooftop

Creating branded content without considering the talent’s voice, formats and community is ineffective. To build brand love, you must understand your talent and create content that engages their audience. Social media is the new channel – unlike traditional TV, we're not buying airtime, but borrowing a creator’s community and equity. The key is to collaborate with talent, not just use their platform. By involving them in the creative process, you can craft content that resonates with their audience. We’ll showcase this approach live with Campbell Puckett and Bethenny Frankel!

Questions this session will answer:

• How to turn talent into true brand partners who help shape your marketing strategy?
• How to collaborate with talent to produce content that feels authentic to both your brand and the creator's community?
• How can brands seamlessly integrate into creators' content without disrupting the audience experience?

The Social Playbook: Brand Strategies Unpacked with Rare Beauty

Wednesday 18 June, 12:30 to 13:00 Rare Beauty Location: Creators Rooftop

What do top marketers really think about creators? What moves the needle in brand partnerships? Join Katie Welch and Jamie Gutfeund for the chief marketing officer’s perspective-taking on creator collaborations, creative effectiveness and the future of brand building.

Get an inside look into how successful brands build campaigns that resonate, choose creators, structure their social teams and determine the channel mix, as well as what they invest in and how they measure success.

Understand cutting-edge social and creator marketing strategies and tactics and fuel your creativity.

Then the mic is yours. Ask anything you need to know to cut through the noise and win with brands.

Bites & Insights: Creator-Brand Exchange

Wednesday 18 June, 13:00 to 14:15 Cannes Lions Location: Creators Rooftop

Ditch the awkward networking! Connect with brands and creators through lively roundtable discussions over lunch. Choose your topic – from content strategy to campaign ROI – and dive into focused conversations. Ask questions, share insights, build valuable connections or listen in.

Discussion topics:

• Creators Do's and Don'ts hosted by Bita Jedo, Bumble
• Why Influencer Marketing Campaigns Succeed (and Fail) hosted by Alanah Joseph, HubSpot
• Reading Between the Likes: The New Era of Social Media Measurement hosted by Brett Dashevsky, Creator Economy NYC and Syftsy

Virality Masterclass: How to Become The Internet's Fave

Wednesday, June 18, 14:30 to 15:00 UTA Location: Creators Rooftop

This interactive masterclass will take you into the world of becoming the internet’s favourite topic (in a good way).

We will teach you how to create compelling content that people not only like but also want to share. Learn the origins and evolution of meme culture, the psychology behind why certain trends go viral, and the strategies brands use to integrate humour and heart into their marketing.

We will capture content with everyone in the audience with supplies, so get ready to be active and engaged together in our “get-out-of-your-seat” format. You’ll explore the key tools and platforms for going viral, discover how to balance humour and messaging, and leave with a set of practical skills to boost engagement and really connect.

Questions this session will answer:

• Memes can be a natural way to talk about complex ideas and democratize the reach consumers have with brands.
• Understanding meme culture can be living it and creating it and that's what this workshop will do.
• Think of meme culture digitally, online, and in person to create IRL moments with consumers.

From Creators to Business Moguls: TikTok Strategy with Grace Beverley

Wednesday 18 June, 15:15 to 15:45 TikTok UK Location: Creators Rooftop

Join Grace Beverley as she shares her success stories throughout her journey from Creator to Business Mogul.

In this impactful and actionable session, Grace will be joined by TikTok UKIN Head of Creators, Madolyn Grove, to dive deep into the power of creating strong content strategies, and how platforms like TikTok were springboards for Grace's business ventures and success.

They'll provide helpful tips on how to niche down, drive entrepreneurial growth, and create an impact and legacy as a Creator off platform.

Questions this session will answer:

• What does the journey from content creator to business founder entail?
• How can strong content niches lead to profitable businesses?
• What action can creators take now to generate business later?

On and Off: How to Balance Relationship with Social Media?

Wednesday 18 June, 16:00 to 16:25 Garotas Estúpidas and GE Beauty Location: Creators Rooftop

To what extent is it healthy to constantly feed the algorithm and live for content creation and consumption? As one of Brazil’s earliest creators, Camila Coutinho shares her experiences with disconnecting from the virtual world and how to strike a balance between online and offline life.

Drawing on her two-decade career as founder of fashion portal Garotas Estúpidas and haircare brand GE Beauty, Camila advocates for a digital detox. As the Brazilian face of Heineken’s global campaign, Camila demonstrates how disconnecting from social media boosts creativity, well-being and nurtures real-world relationships.

Discover practical tools for sustainable content creation and brand partnerships while maintaining a strong and loyal fan base.

Questions this session will answer:

• What’s the best way to balance life on and off social media?
• How to maintain a solid and loyal follower base, while also managing long-term partnerships?
• What can brands learn from creators?

The Creator Nation: How Brazil is shaping the Creator Economy Revolution

Wednesday 18 June, 16:20 to 16:50 BR Media Location: Creators Rooftop

Brazil is leading the creator economy by blending cultural relevance, massive social engagement, and authentic brand-creator partnerships to transform how consumers connect with brands.

Join this session to discover why Brazil is at the forefront of the global creator economy, setting new standards in how brands and creators connect with consumers in powerful, culturally relevant ways.

You’ll hear from a leading Brazilian brand, the largest influencer marketing company in Latin America, and a top-tier content creator with massive reach. Together, they'll share real-world strategies and inspiring cases that demonstrate how authentic partnerships are reshaping marketing—and why the world is looking to Brazil for what’s next.

Questions this session will answer:

• What makes Brazil a global leader in the creator economy, and how has this shaped the local marketing landscape?
• How are brands and content creators in Brazil building impactful collaborations that drive engagement and cultural relevance?
• What are the best practices top Brazilian creators use to grow their influence and deliver authentic value to both audiences and brands?

afriCANNES presents: African x Diaspora x LIONS Creators Mixer

Wednesday 18 June, 17:15 to 18:15 Cannes Lions Location: Creators Rooftop

Join us for a vibrant gathering celebrating African & Diaspora creative voices at Cannes! The afriCANNES x LIONS Creators Happy Hour brings together creators, industry leaders, and allies for a memorable hour of networking, storytelling and cultural connection on the Creator Rooftop.

Inside The Jury Room: Social & Influencer Lions

Thursday, June 19, 10:30 to 11:00 Cannes Lions Location: Creators Rooftop

What is it about some pieces of work that makes them stand out to a Jury? What does it take to become a Lion winner?

Join this session to get first-hand insights into why this year's Jury decided on the work that will set the benchmark for the year ahead.

You'll hear from our world-class Jury members as they discuss what made this year’s winners truly special. It's a unique opportunity to celebrate creativity and gain valuable knowledge from industry experts.

Questions this session will answer:

• What are the insights from this year’s body of winning work?
• What qualities or elements make certain pieces of work stand out to a Jury and earn them recognition?
• What are the takeaways from the work that pushed creative boundaries this year?

The Social Playbook: Brand Strategies Unpacked with Mattel

Thursday, June 19, 11:15 to 11:45 Cannes Lions Location: Creators Rooftop

Get an inside look at how successful brands build campaigns that resonate, choose creators, structure their social teams, determine the channel mix, what they invest in and how they measure success.

Understand cutting-edge social and creator marketing strategies and tactics and fuel your creativity.

‘Feed Dating’: How to Play the Digital Dating Game

Thursday, June 19, 12:00 to 12:30 Razorfish Location: Creators Rooftop

Just like the concept of speed dating, consumers quickly scroll through their social feeds until a post stops them in their tracks. How can brands and creators work together to ensure that “getting to know you” moment turns into a long-term relationship? This interactive workshop will help brands, agencies, and creators aiming to authentically reach their communities and break through the crowd on social. It will explore strategies for building meaningful connections, discover what drives deeper engagement, and learn how to consistently capture audience attention.

Razorfish will share how brands can leverage cultural moments, while creators Missy and Marty will reveal how to transform everyday moments into viral successes.

Questions this session will answer:

• What drives cultural relevance and deeper engagement?
• How to capture attention through authenticity, consistency, and relevance?
• How to leverage cultural moments and transform everyday moments into viral successes?

Bites and Insights in Partnership with Ogilvy: Creator or Else

Thursday 19 June, 12:30 to 13:30 Cannes Lions Location: Creators Rooftop

How can you use culture, community and commerce to supercharge your creator marketing? Join us for an interactive lunch discussion to find out.

The creator economy is now table stakes in a competitive marketing landscape. So, how can brands leverage the power of creators – and faster – to connect with their target audiences in more authentic ways? We’ve invited industry experts to discuss how brands can move at the speed of TikTok with creators in this new AI-driven marketing landscape.

Stories That Survive: Creating When the World Is in Crisis

Thursday, June 19, 13:45 to 14:15 Cannes Lions Location: Creators Rooftop

Some creators tell stories to entertain. Others tell stories because they must. Ahmad Al Basheer began as a satirist during conflict. Haifa Beseisso turned cultural exploration into a form of digital diplomacy. Together, they represent a generation of creators who used personal storytelling to rise from crisis, and gained global relevance doing it. This session dives into how creators from conflict-affected regions build influence, not despite their circumstances, but because of the perspective those circumstances gave them. It’s about storytelling under pressure, and the responsibility that comes with it.

Questions this session will answer:

• What does resilient storytelling look like in real time?
• How to turn limited resources into narrative strength?
• How can creators make an impact through cultural reporting, advocacy, and brand alignment?

No Filters: The Raw Truth About Influencing

Thursday, June 19, 14:30 to 15:00 Sixteenth Location: Creators Rooftop

Just four years ago Brandon Edelman was clocking in at a $20-an-hour corporate fashion job. Today, he's Bran Flakezz—a viral sensation with over 1.5 million followers and a seven-figure content empire. In this high-energy session, Brandon pulls back the curtain on the three-step strategy that skyrocketed his brand from obscurity to internet fame:

• Break through the noise and stand out in a saturated creator economy • Use vulnerability and consistency as your secret weapons for a lasting connection • Evolve your brand—even when it feels like you've already "made it"

This isn’t just about playing it safe for the algorithm. It’s about building something Bran-safe—bold, real, and built to last.

YouTube Creator Collective: LIONS Creators Social

Thursday 19 June, 15:30 to 17:00 Cannes Lions Location: Creators Rooftop

Join YouTube for a special Creator Collective hosted by the amazing @daniverdari. Come and celebrate YouTube's 20th birthday, connect with fellow LIONS creators, and meet with the YouTube team. Plus, the winners of the YouTube Shorts challenge and prizes will be announced. You won't want to miss it!