“There are so many ways to tactically think about influencer marketing within the larger theme of the creator economy. It’s here, it’s roaring, and it’s going to be an industry worth hundreds of billions of dollars based on the current trajectory,” he said.

The creator economy is expected to grow from roughly  $250 billion in 2025 to around  $480 billion by 2027, per Goldman Sachs.

A tongue-in-cheek approach

Publicis has form for tongue-in-cheek campaigns at Cannes Lions; last year, it poked fun at those who dismissed its bet on AI tool Marcel in 2017.

“We’ve always been provocative in our Cannes campaigns with a really pointed perspective on what we think about the industry,” said Serrano.

As it did last year, the business is focusing on closed-door sessions with CMOs at the festival, this time teaching them about Publicis AI tools.

“That benefited us with some big wins this year,” Serrano added. “I think we will feel the same way this year.”

The business is heading to the French Riviera having nabbed Mars’ $1.7 billion media account from WPP earlier this week.