16 July 2025
Reflections of Cannes Lions 2025 from Enniye Timiebi - WiM Africa Cannes Lions Pass Winner 2025.
This year, at Cannes Lions something shifted. The buzz wasn’t reserved only for big-budget commercials or agency showreels, creators got their own share of the spotlight. From YouTube stars to TikTok entrepreneurs and podcast pioneers, the Croisette was buzzing with a new kind of influence. The kind of influence wielded by tastemakers who have the power to shape public opinion, drive trends and influence purchasing decisions extending beyond fashion, beauty, fitness and food choices.
The heavy emphasis on the creator economy sent a strong signal: brands are beginning to move away from polished perfection toward real, relatable connection with their audiences.
CEOs, CMOs, and brand marketers are starting to understand that the battle for relevance must involve collaboration with the people who already speak the language of their communities. In this new era, the relationship between brands and creators must go beyond transactions and move towards co-creation.
Read the rest of Enniye's reflections here!
Source - linkedin.com