How Captiv8 Brought the Creator Economy to Life at Cannes 2025
It’s been a month since Cannes Lions 2025, and we’re still buzzing from the energy, conversations, and unforgettable moments shared on the French Riviera. This year marked a major milestone, Captiv8’s first Cannes as part of Publicis Groupe. With that came a bold new chapter for creator marketing. Together with our partners, creators, and clients, we set out to prove one thing: the creator economy is not a trend, it’s the future of media.
If Cannes made one thing clear, it’s that investment in the creator economy is accelerating. Marketers are rethinking performance, measurement, and creative in a world where content is no longer optional – it’s expected. Captiv8’s programming leaned into that energy, spotlighting how creator-led content is reshaping the entire marketing funnel, from brand storytelling to lower-funnel conversion. Here’s a recap of how our Cannes 2025 activations brought that vision to life. From deepening investment in the creator economy and celebrating social voices like Dylan Efron and Kendall Toole, to forging new partnerships and perspectives under our bold new chapter with Publicis Groupe.
GRWM & Grounding Moments: Creators Opening the Cannes Conversation
Kendall Toole helped us kick off the week with not one, but two impactful moments that blended wellness and creativity. First, she hosted an intimate “Catch Your Breath” session by the pool, where guests stepped away from the Cannes whirlwind for a morning of breathwork to reset and recharge. The calm was brought to life in partnership with TikTok, and set the tone for a more intentional Cannes experience.
Later, at the Captiv8 Lounge, Kendall joined us for a GRWM (Get Ready With Me) session that pulled back the curtain on creator life. Marketers were invited behind the scenes for a raw, real-time conversation about content creation, brand alignment, and the pressure to perform. With beauty tools, a curated gifting suite, and candid strategy talk, the session served as a masterclass in authenticity and quickly became a fan favorite.
Wellness (& Wine) with Dylan Efron: Reset, Recharge, Reconnect
Creators today aren’t just shaping culture, they’re defining lifestyle, too. To celebrate that shift, we partnered with Dylan Efron for two standout experiences that tapped into the more intentional side of creator life.
First, our wellness session in Captiv8’s Suite offered a calm escape from the Cannes chaos. Complete with IV drips and recovery juices, the vibe was restorative and real. It was a reminder that performance starts with well-being and that creativity thrives when you make space to reset. Later, we shifted to golden hour for “Wine Down with Dylan,” co-hosted with TikTok and IAS aboard the IAS yacht. Part wine tasting, part TikTok strategy session, the event paired each pour with platform best practices and bold storytelling.
Two moments. One mission: help creators and brands recharge, connect, and create with purpose.
Dinners That Drive the Industry Forward
While the panels and programming kept the days packed, some of the most valuable moments happened after dark. Captiv8 hosted a series of exclusive, invite-only dinners with top brand and agency leaders to explore how creator marketing is evolving. From sharing insights on new tech to building cross-functional strategies post-acquisition, these dinners weren’t just meals; they were mission-driven.
Stronger Together: Partnering with Influential
This year, we also joined forces with Influential, attending and supporting their flagship event at Influential Beach. With Captiv8 and Influential both now part of Publicis Groupe, the collaboration is a signal of what’s next: a more unified, scaled, and tech-driven approach to influencer marketing. Together, we’re laying the groundwork for the next era of creator partnerships, one that spans audiences, channels, and performance goals.
Looking Ahead
From insightful discussions to beachfront brainstorms, Cannes 2025 was proof that the creator economy is maturing…fast. With Captiv8 now backed by Publicis Groupe, we’re uniquely positioned to bring together the best in creative, data, and distribution. Cannes may be over, but the momentum is just getting started.
About Captiv8
Captiv8 is the leading influencer marketing platform that empowers brands to connect with consumers through authentic creator partnerships. By leveraging cutting-edge technology and data-driven insights, Captiv8 helps brands drive engagement, loyalty, and sales in the ever-evolving social landscape. Rated the #1 Best Influencer Marketing Company by MarTech, Captiv8 is also the enterprise marketer’s choice influencer tool. Captiv8 is ranked #1 Influencer Marketing Software for Enterprise Businesses for ten consecutive quarters and a Leader in Affiliate Marketing by G2.
