The Australian Influencer Marketing Council (AiMCO) will unpack the content creation trends that emerged from the 2024 Cannes Lions Festival in a new webinar hosted by Wavemaker's Chief Content and Partnerships Officer, Shivani Maharaj.

Other speakers on the webinar will include Gavin McLeod, Chief Creative Officer at CHEP, and Daniel Young, Managing Director, Consumer PR and Influence at Ogilvy PR AUNZ.

Scheduled for Tuesday 9 July, the webinar aims to delve into the impact of creators at the Cannes Festival, exploring emerging trends, successful creator partnerships, new monetisation models, and the evolving relationship between creators and audiences. It will also spotlight key international influencers and campaigns.

Cannes Lions, unofficially dubbed the 'Festival of Creators', launched its inaugural LIONS Creator Program this year, reflecting the growing significance of the global creator space. According to a Goldman Sachs report, this sector is estimated to be worth $US250 billion and is projected to almost double to $US480 billion by 2027.

"This year’s Cannes Festival was the first time we’ve seen the creator economy recognised in a formalised way at the prestigious event. It’s demonstrative of the momentum behind influencer marketing globally – this sector is now an international force to be reckoned with," said Patrick Whitnall, AiMCO Managing Director.

"We’re seeing the same groundswell across Australia’s marketing sector, and we want to continue to provide support for our content creators as they navigate this brave new world. This webinar is a critical part of our offering as an organisation – it’s an opportunity for our members to draw inspiration from this year’s Cannes Festival and use it to take their brand’s social and influencer marketing to the next level," Whitnall said.

CEO of Cannes Lions, Simon Cook, has also acknowledged the growing influence of the creator community, stating that it has established itself as “a respected, increasingly understood and critical part of the present and future of creative marketing communications.”