Marketers at Cannes See Spend Moving to the Creator Economy

Creators have gone from 'nice to have' to 'critical'

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More than 50 million people around the world now consider themselves part of the creator economy, giving it a global market size valuation of $13.8 billion, according to Statista. At Cannes Lions, Adweek gathered global marketing leaders to talk about the opportunities and challenges of this 10-year, still-growing phenomenon.

“The creator economy is exploding right now,” said Todd Kaplan, CMO of Pepsi, in a discussion moderated by Adweek’s chief content officer Ann Marinovich.

“As you look at all of the different platforms—what’s been happening on TikTok and Youtube and now even in the NFT space—culture is having a special moment right now where things are coming from the ground up.

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