YouTube makes business case for creators as strategic brand allies at Cannes Lions 2025

New Delhi: At the 2025 Cannes Lions International Festival of Creativity, YouTube made a bold statement about how creators are not just participants but powerhouses driving brand impact, culture, and innovation. 

One of the biggest takeaways from the week, according to Elizabeth Hartnett, Head of Creator Marketing in Europe, the Middle East, and Africa, and Julia Liebergall, Product Marketing Manager on the YouTube Ads team, was the shifting dynamic between creators and brands. 

“Brands are moving beyond viewing creators as influencers. They now see them as genuine partners who shape culture and build real connections,” Liebergall said. “YouTube remains at the epicentre of this shift, providing a space where trust and long-term relationships thrive.”

Artificial Intelligence was another major theme at the festival. Liebergall pointed to how AI is helping creators scale their efforts while retaining their unique voice. A highlight was YouTube creator Brandon B’s demo of Veo 3, the platform’s new AI-powered video generation tool, which drew significant buzz during CEO Neal Mohan’s keynote.

Elizabeth Hartnett, Head of Creator Marketing for EMEA, added that creators are no longer just storytellers—they’re being recognised as business leaders. “Advertisers are more ready than ever to work with creators, and creators must now show their commercial value, by deeply understanding their analytics, their audience, and how they deliver brand results,” she said.

YouTube’s footprint at Cannes reflected both its cultural relevance and product innovation. From a strong presence on the main stage and at Google Beach to product showcases and prominent out-of-home activations (including at the Nice airport), the platform used the festival as a global stage to reinforce its commitment to creators, brands, and communities alike.

“This year, we wanted to showcase what YouTube stands for and what we offer to culture, creators and advertisers,” said Liebergall. “We were everywhere—from interactive Culture & Trends installations and demos of Dream Screen and Veo Effects on Shorts to conversations on the future of branded content.”

Central to this year’s showcase was the spotlight on creators. Hartnett shared that YouTube brought dozens of influential creators from around the world—including CGI storyteller Dani Verdari (Germany), Chef Ranveer Brar (India), adventurers Yes Theory (Canada), and lifestyle vlogger Haley Kalil (US). These creators didn’t just attend—they led YouTube’s Creator Collectives, engaged in brand-agency talks, and amplified the event across social media.

“This was a breakthrough moment,” said Hartnett. “Cannes opened its doors wider than ever to creators, acknowledging their influence not just online but in the marketing boardroom.”