The Cannes Lions International Festival of Creativity sets the standard for global advertising. But the industry is shifting.
“The most exciting creative work in advertising is happening in the creator economy,” says Rob Mayhew, an award-winning content creator, comedian, and social media consultant with over 25 years of experience in advertising. Known for his sharp, satirical sketches on agency life, he has built a loyal following of over 130,000 on LinkedIn and 160,000 on TikTok. Mayhew also served as a 2024 Cannes Lions juror in the Social & Creator category. “This change reflects how much the industry now relies on creator work.”
Brands are investing in creators more than ever, with U.S. influencer marketing spending projected to hit $9.29 billion in 2025 (EMarketer). As creators take on bigger roles in shaping culture and commerce, Cannes Lions is making a major statement about where marketing and entertainment are headed.
A Defining Moment for Creator Marketing
In June 2024, global skincare brand CeraVe won the Grand Prix in the Social & Influencer category for its “Michael CeraVe” campaign, sparking a broader conversation about how creator work is recognized. Produced by Ogilvy PR, the campaign went viral by enlisting 450 influencers to speculate whether actor Michael Cera was secretly behind the brand’s success.
However, despite the heavy influencer presence, the creator industry questioned whether this was truly creator-led. Influencers played a role in the story but not in the strategy.
This moment signaled a need for change. Cannes Lions listened. Organizers spoke with creators, agencies, and industry leaders to understand the disconnect. The feedback was clear: creators felt welcomed at the festival but didn’t see themselves reflected in the winning work.
For 2025, Cannes Lions is rebranding the Social & Influencer Lions as the Social & Creator Lions and introducing five new categories to elevate creator-led campaigns.
“We’ve introduced new categories to make sure creators are recognized—but more importantly, to reflect what’s happening in the industry,” says Marian Brannelly, Global Director for Awards at Lions. “This isn’t just about handing out awards. It’s about showing how creator-led work shapes marketing at the highest levels.”
What Creator-Led Work Brings to the Table
The new award categories reflect this shift—highlighting what separates good from great in creator partnerships.
The 2025 Social & Creator Lions categories now include:
Creator Collaborations: Recognizing campaigns where creators and brands collaborate as equal creative partners.
Content Strategy: Celebrating how creators shape and drive brand narratives.
Community Building: Honoring creators who cultivate engaged, loyal audiences.
Cross-Platform Storytelling: Rewarding campaigns that seamlessly integrate creator content across multiple platforms.
Excellence in Craft: Acknowledging top-tier storytelling, production values, and creative execution.
Why Cannes Lions Matters for the Creator Economy
Winning at Cannes Lions isn’t just about prestige—it’s good for business. A Cannes Lion signals expertise, attracts major brand deals and puts agencies and creators in the running for more significant opportunities.
For traditional agencies, Cannes has long been a career-defining moment. But for many in the creator economy, this is still new territory.
“Just being shortlisted is a flex,” says Rob Mayhew, former Cannes juror. “It tells potential clients: ‘We know how to do creator marketing at a world-class level.’”
Breaking Through: How Creator-Led Work Can Win
Many creator agencies assume they can’t compete with traditional ad firms—but they should think again. “There aren’t enough pure creator-led campaigns in the mix,” says Mayhew. “That means smaller agencies have a real opportunity to break through.”
But success depends on category selection and storytelling. “If you want to win, get the category right. I can’t say this enough. It sounds basic, but many great campaigns don’t even get a chance because they’re entered into the wrong category.”
And case study videos matter—more than most realize. “A sexy two-minute case study video is critical. It needs to be made for the category you’re entering, not just one blanket video used across PR, Social, and Creator categories. The judges can tell.”
Metrics alone won’t impress. “Vanity metrics don’t mean anything if you don’t explain why they matter. You could tell me something had 2 billion views, and after looking at 300 entries, I’d say… okay, so what?”
Providing cultural context is key. “Tell me why this creator was chosen. What made them the right fit? If you don’t provide that context, judges won’t connect the dots for you.”
Opening Doors: Cannes Lions Push to Elevate Creator-Led Work
Cannes Lions is expanding festival access with initiatives like the Creator Pass, introduced in 2024, and new creator-focused programming in 2025. To support creator agencies in the awards process, Cannes is hosting a webinar on February 26 with Rob Mayhew, Robyn DelMonte aka @GirlBossTown, and Cannes officials, offering insights on crafting strong entries and maximizing nominations. (Link to webinar)
“Big brands and agencies are still figuring out how to integrate creators effectively,” says Brannelly. “Cannes provides a platform to showcase the best of what’s working and help the industry evolve.”
Why This Matters: The Future of Marketing and Entertainment
Recognition at Cannes isn’t the end goal its just the beginning. Winning creator-led campaigns will shape how brands invest, collaborate, and communicate for years to come.