“For us this year, we are all about educating our clients and partners on how TikTok is entertainment that drives impact and bringing creativity back to advertising,” said Trevor Johnson, TikTok’s head of marketing, global business solutions.
“The evolution and democratization of how we use and see creativity is what I’m excited to discuss. Creativity is now one of the most important factors for driving impact and effectiveness in a marketing campaign,” he added.
Whalar’s beach is packed with sessions around the creator economy, some which will run in partnership with Adweek. Speakers include creators Emmanuel Duverneau, Coco Mocoe and Fats Timbo, as well as marketers such as Sesame Workshop CMO Samantha Martin.
We’ve seen a real shift [in the last two years] in how advertisers are leaning into and working with creators.
Gemma Battenbough, head of brand partnerships, EMEA and APAC, Twtich
British-South African YouTuber Caspar Lee, owner of Influencer marketing agency, said the company’s villa – a space away from the Croisette where “ industry leaders, innovators and creators share ideas and connect in the most relaxed way” – plans to “double down” this year with an experience called “The Create Escape” which features panels and parties where people can network.
VaynerX CEO Gary Vaynerchuck is hosting a series of events and parties on the company’s yacht with the goal of bringing CMOs and creators together, and, in the process, winning new business for VaynerMedia’s creative, consulting and media arms.
Other agencies, like Samsung’s social AOR Coolr are taking a more low-key approach, with a busy week of meetings without programming, the company tells Adweek.
CMOs clear space in their diaries
Amid economic uncertainty, execs are generally more focused on work, meetings and lining up prospects for the second half of the year going into Cannes Lions. Twitch is hosting marketing execs and partners at parent companyAmazon’s dedicated space at the Old Port.
“We’ve seen a real shift [in the last two years] in how advertisers are leaning into and working with creators,” said Gemma Battenbough, who leads the company’s brand partnership teams in EMEA and APAC. Twitch at Cannes is seen as an opportunity to “dial up” conversations it’s already having with CMOs about how to tap into this economy.
With this in mind, the business is bringing British gaming streamer Koji, famous for his live play of Among Us and Fortnite, to speak on its stage. The gamer has already worked with Coca-Cola and X-Box, and will be there not only to educate marketers but to meet directly with them.
Creators give brands capital.
Michael Kassan, CEO and chairman, MediaLink
“He’s meeting some of our most important clients that want to take time and get a better understanding of how creators and work and what matters to them,” Battenbough told Adweek, saying there’s an appetite from marketers to have face time with creators so they can go back to the office and work out where they can slot them into their strategy.