Influencer marketing is poised to have a bigger presence at the Cannes Lions International Festival of Creativity, as influencer agency Influential takes over the prime beach spot long held by Twitter.
This comes as Twitter is expected to remain largely absent from the festival following its takeover by Elon Musk last fall. While influencer marketing has certainly been a topic of conversation in previous years, creators haven’t always been well-represented at Cannes because VidCon runs the same week, and is more known as a creator-focused event. That hasn’t stopped some influencer agencies from trying to have creators be a larger part of the Cannes conversation. Last year, influencer agency Whalar brought five creators, including Rod Thill, to Cannes.
Having an influencer marketing agency with a slice of prime beach space seems to nod to how creator marketing might be able to better weather economic headwinds, and underpins the social platforms.
At its beach, Influential plans to host daily events and talks for creators and marketers, as well as happy hours and evening parties. Speakers will include chief marketing officers from Coca-Cola, Hyundai, Mastercard, Ulta Beauty, Bayer, e.l.f. Beauty, MassMutual, L’Oréal and Qualcomm. Paris Hilton, David Dobrik, Natalie Mariduena, Josh Richards, Adam Waheed and Bozoma Saint John are also scheduled to appear. Influential is partnering with Brand Innovators for its Cannes activation.