08.24.26 Once the exclusive territory of the marketing and ad industry, Cannes Lions has evolved into a tentpole gathering for the creator economy. And from the sessions to the activations at this year’s event, it became clear that the brands treating influencer partnerships as consumer-only marketing terrain are falling behind.   NEWS & CASE STUDIES EM B-to-Beat: 8/26/2026  Read more BEST PRACTICES & IDEAS ABOUT THE B-TO-BEAT The B-to-Beat is produced by Event Marketer, the industry's largest resource on event and trade show marketing. Each issue is sent to thousands of Fortune 1000 corporate event marketing teams. For advertising opportunities, contact Susanna Lione: slione@accessintel.com or Jon McLoughlin: jmcloughlin@accessintel.com Subscribe to Event Marketer | Find New Partners in The Event RFP Superbook