Cannes Lions used to be the exclusive domain of legacy ad agencies and gold trophies. In 2026, the festival has been forced to pivot as the creator economy claims its seat at the table—and the 23% of marketing leaders shifting their budgets prove it’s no longer a sideshow. What Actually Happened The 2026 Cannes Lions International Festival of Creativity is seeing a fundamental shift in its demographic. Creator passes have officially become the fastest-selling ticket category,