How the creator economy is reshaping brand storytelling

Learn how partnerships are unlocking a new wave of originality, with ideas that are built together, not briefed in.

In today’s creator economy, collaborations between brands and creators are reshaping how creativity happens. No longer bound by rigid briefs or one-way directives, these partnerships are increasingly built on open dialogue, mutual trust, and cultural fluency.

At Cannes Lions 2025, leaders from Interpublic Group, McCann Worldgroup, Universal Music Group, Mastercard, and YouTube joined top creators to explore how brands and creators can work together as true partners at IPG’s first-of-its-kind Creators Next event.

“Our job is to find that connection point between the brand story and the authenticity of the creator,” says Tom Rothenberg, Interpublic Group.

This shift gives creators more creative freedom and trust while brands unlock greater cultural relevance and deeper audience engagement. Watch the video above to learn how the creator economy is fundamentally changing what creativity looks like for brands and audiences alike.