Is the Way Organisations Work with Creators Changing?

One of the most interesting discussions at Cannes Lions 2026 wasn’t about AI or media efficiency. It centred on a more fundamental question: How should organisations work with creators?

The conversation is moving beyond finding the right creators or managing individual campaigns. Instead, it is shifting towards how brands can build a more sustainable way of working with creators. Creators are increasingly being viewed not simply as content producers or media channels, but as long-term partners who can contribute across brand building, growth and product development.

This approach is also changing how creator programmes are designed.

Rather than assembling a new roster for every campaign, some brands are experimenting with always-on creator ecosystems. Instead of starting from scratch with every new brief, long-term partnerships allow brands to build knowledge over time about audiences, creative approaches and community dynamics. As a result, the relationship itself becomes a strategic asset.

Content is also beginning to take on a different role. Rather than being viewed as the final output of a campaign, it is increasingly being treated as a source of continuous learning. Every collaboration generates new signals about consumer behaviour, creative effectiveness and cultural shifts. As a result, the value of a piece of content is no longer limited to the campaign in which it was created.

Perhaps the more significant change concerns where creators sit within the organisation. They are no longer seen as working exclusively with marketing teams. Product teams can work with creators to understand how products fit into everyday life. Growth teams can identify emerging audience behaviours. Brand teams can gain a deeper understanding of community language and cultural relevance. Creators have the potential to become not only content partners, but also valuable sources of market insight.

Campaigns will continue to matter. Increasingly, however, they are becoming the outcome of a broader way of working with creators. The real shift is not in how campaigns are executed, but in how brands build long-term relationships with creators.