Earned Podcast: Cannes Lions Special featuring Lia Haberman, Antoine Hery, and Shira Lazar
Each year, Cannes Lions offers a snapshot of where marketing is heading. In 2026, one message came through clearly: creator marketing has become a strategic business function that influences brand, communications, product, media, and customer relationships.
On this special episode of Earned by CreatorIQ, Ashley Waxman is joined by three leaders who spent the week immersed in those conversations: Lia Haberman, creator economy analyst and author of ICYMI; Antoine Hery, Co-founder & CEO at Being Ernest; and Shira Lazar, Co-Founder of What's Trending and host of Creator Confessions.
Together, they unpack the biggest themes emerging from Cannes, from the growing role of employee creators to the evolution of long-term creator partnerships, the importance of trust, and how AI is reshaping discovery. Their conversation offers a practical look at how brands can build creator programs that support business growth over the long term.
Creator marketing was once viewed primarily as a communications initiative. Across Cannes, speakers and attendees described a very different reality.
Antoine Hery shared that conversations have shifted from tactical campaign planning to executive-level business strategy. Creator programs are increasingly owned by senior marketing leaders because they support brand building, customer engagement, and long-term growth.
Shira Lazar echoed that shift from the creator perspective. Today's creators operate as entrepreneurs with media businesses, loyal communities, and diversified revenue streams. Brands are collaborating with experienced partners who understand audience development, storytelling, and product positioning.
Lia Haberman expanded the conversation further by pointing out that influence now exists across every part of an organization. Employees, executives, industry experts, and community members all contribute to how brands earn attention and credibility.
Together, these perspectives reflect a broader evolution in marketing. Creator programs are becoming integrated into the way organizations communicate, build trust, and grow.
One of the strongest themes from Cannes was the expanding definition of influence.
Brands continue to work with established creators, while also investing in employee-generated content, executive thought leadership, subject matter experts, and community advocates. Each group offers a different perspective that helps audiences understand products and brands through real experiences.
The panel discussed examples of companies empowering employees to share their work publicly, creating content that feels approachable and informative while strengthening employer brand and customer trust.
This broader creator ecosystem gives brands more opportunities to connect with audiences throughout the customer journey while reflecting the expertise that already exists inside the organization.
Several conversations throughout the week focused on the value of sustained creator relationships.
Brands are investing in creator-in-residence programs, recurring partnerships, and collaborative planning that extends beyond a single campaign. These relationships give creators time to understand the brand, contribute ideas, and develop content that reflects their expertise and audience insights.
Long-term partnerships also create valuable learning opportunities. Brands gain a deeper understanding of audience behavior while creators become trusted advisors who contribute feedback on messaging, creative direction, and product positioning.
As creator marketing continues to mature, ongoing collaboration is becoming an important part of strategic planning.
Trust surfaced repeatedly throughout the discussion as one of the industry's most important priorities.
Audiences continue to reward creators who maintain consistent relationships with their communities and partner with brands that align with their values. Brands benefit from the same principle by investing in transparent partnerships and giving creators room to communicate in their own voice.
The panel also discussed how trust extends beyond sponsored content. It influences recommendations, search behavior, community conversations, and long-term brand perception.
As Antoine Hery observed:
"Trust is the currency."
That idea captures why creator marketing continues to expand across the business. Strong creator relationships build confidence that compounds over time.
Artificial intelligence was impossible to ignore throughout Cannes, but much of the discussion focused on discovery rather than content generation.
Consumers increasingly use AI-powered search tools alongside traditional search engines, social platforms, newsletters, podcasts, and YouTube to research products and learn from trusted experts.
This shift creates new opportunities for creator content. Podcasts, newsletters, educational videos, interviews, and expert commentary all contribute to the information AI systems reference when answering questions.
For marketers, that reinforces the importance of publishing credible, high-quality content across multiple channels while continuing to invest in earned media, creator partnerships, and expert voices.
The conversations from Cannes reflected an industry entering its next stage of growth.
Organizations are expanding creator programs across departments. Employees and executives are becoming more active participants in brand storytelling. Long-term partnerships are strengthening relationships with creators. AI is creating new opportunities for discovery while increasing the importance of trusted content.
Each of these developments points toward the same conclusion: creator marketing is becoming an essential part of how modern brands build awareness, earn credibility, and develop lasting customer relationships.
And explore more conversations with the leaders shaping creator marketing on the Earned podcast hub.
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