The Cannes Lions International Festival of Creativity has announced the launch of LIONS Creators, a dedicated forum that includes a curated mix of learning and networking experiences for creators and those working within the wider creator economy.

In 2023, Goldman Sachs analysts estimated that the creator economy was a $250bn industry and could reach $480bn by 2027. As pointed out by Simon Cook, CEO, LIONS, with this significant growth, the Festival could play a crucial role in bringing together the platforms, brands, creators, agencies, and a wider cross-section of the industry to have important conversations about how we “co-create, collaborate and unlock” value and progress.

Speaking about the initiative, Thea Skelton, VP of Events, LIONS, said, “Creators are an increasingly important part of the marketing mix, and their presence at Cannes Lions has been steadily growing for many years. LIONS Creators has been established in collaboration with creators from around the world who all see the value in convening, doing business and learning from each other at the International Festival of Creativity.”

For their first year, Cannes Lions has partnered with Viral Nation, the leader in social-first transformation. Skelton added, “We’re excited to be launching LIONS Creators in partnership with Viral Nation. Collaborating with a partner that is committed to innovation and excellence in social-first marketing means that we are well placed to bring our collective expertise and knowledge to this exciting launch.”

Lions Creators will host a range of dynamic activates, including a series of exclusive LIONS x Change Roundtables, filmed in front of a live audience of LIONS Creators delegates. The series will bring together leading choices of the creator marketing economy and focus on discussing the biggest challenges we face in this increasingly important part of the marketing mix.

“Embracing the power of creators, the inaugural LIONS Creators signals a pivotal moment for the marketing industry, and we’re thrilled to be at the forefront,” said Joe Gagliese, co-CEO and co-founder of Viral Nation.

“Creators are at the heart of everything we do at Viral Nation. Through our social-first brand work, powered by our AI-based solutions, we’re constantly helping brands and creators elevate consumer and audience engagement in authentic and innovative ways. By collaborating with Cannes Lions, we are not only amplifying the voices of creators but also solidifying influencer marketing’s position as a cornerstone of social-first transformation, globally. We are excited to help steward a new era of brand collaboration at the heart of creative marketing in Cannes this June.”

LIONS Creators will take place on 18–20 June and will incorporate the Social & Influencer Lions Awards Show on the Wednesday of Cannes Lions.