Creators aren't just in marketing's entertainment era. They're driving it

Digiday's Cannes Lions 2026 coverage argued that creators have moved from the sidelines of the advertising festival to its center, pointing to talent agencies, brand partnerships, and CMOs treating creators as core marketing infrastructure rather than a discrete media channel.

The piece traced that shift through conversations with agency leaders, brand marketers, and creators themselves about what it now takes to make Cannes worthwhile.

Brand Curators creators Jayde I. Powell and Tameka Bazile were both featured as sources in the piece, sharing their perspective on how creators are approaching brand opportunities at Cannes with more intention this year, weighing which relationships are worth prioritizing and how to make the week pay off.

Read the full article, originally published in Digiday.