- The new Social & Creator Lions category marks a shift from promotion to partnership
- Creator-led campaigns outperform celebrity endorsements by 28%
- 75% of CMOs plan to increase creator investment this year
- Long-term partnerships create authenticity and brand architecture
- Success requires bringing creators into strategy, not just amplification
Key Takeaway: Brands that view creators as strategic partners rather than promotional channels will gain competitive advantage through authenticity, speed, and cultural relevance.
At this year's Cannes Lions International Festival of Creativity, the most meaningful rebrand might not be a campaign — it might be the award categories themselves.
The long-standing Social & Influencer Lions have been renamed the Social & Creator Lions 1, signaling a broader shift in how the industry sees creators: not just as promotional vehicles, but as creative partners.
1When a clip of Michael Cera with Cerave moisturiser went viral, the moisturiser brand quickly recruited actor Cera for a fun superbowl spot.
It's a small change with massive implications. Alongside the new name come new subcategories like Creator Collaborations, Community Building, and Creator-Led Brand Experiences. These updates acknowledge what the most progressive marketers already know: the best creators aren't just posting — they're shaping narratives, building communities, and actively driving culture forward.
Take Gymshark, for example. Built almost entirely on the backs of fitness creators such as Steve Cook, Nikki Blackketter 2, Grace Beverley, and Lex Griffin, Gymshark's long-term partnerships (rather than one-off influencer posts) have turned these ambassadors into brand architects. Or consider SKKN by Kim, which launched with direct input from beauty creators like @MakeupByMario — blurring the line between endorsement and co-creation 3.
2Gymshark build their brand by forming longterm creative partnerships with fitness creators, like Nikki Blakketter.
The numbers back it up. According to Influencer Marketing Hub (January 2025), creator-led campaigns outperform celebrity endorsements by 28% in engagement and 22% in brand recall. Meanwhile, an eMarketer survey found that 75% of CMOs plan to increase investment in creator partnerships this year.
As Brendan Gahan, chief social officer at Mekanism, put it: "Creators are no longer just media buys — they're brand-builders. The smartest brands are handing over the reins."
That doesn't mean creators are getting the power they deserve — yet. Many are still relegated to late-stage amplification rather than brought into the strategy room. But that's starting to change. Brands that treat creators as co-founders instead of content factories are already reaping the rewards.
3Creators like @makeupbymario were the foundation of Kim Kardashian's beauty brand, Skkn.
Duolingo created a global viral moment by killing off their beloved mascot Duo, a soap opera move that had fans reacting in their millions online.
For brand leaders, the upside is clear. Creators offer built-in audiences, niche credibility, cultural fluency, and faster production cycles. They can take a brand where it can't go on its own — and do it with an authenticity that performs.
And this is just the beginning.
The next evolution of creator partnerships will go far beyond product seeding and UGC. In the next 18 months, expect to see more:
- Co-owned IP between creators and brands
- Equity-based partnerships that reshape business models
- Creator-founded product lines with full creative control
- AI-personalized creator content that localizes in real time
In the coming years, creators won't just be in the room — they'll be writing the brief, producing the work, and in some cases, owning the outcome.
Cannes is a bellwether. The seat at the table is no longer symbolic. It's strategic. And the smartest brands are pulling up a chair.
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