Sleeping Barber · 2026-06-25 · 49 min
Day three at Cannes Lions revealed something unexpected. Coming into the festival, many predicted AI would dominate every conversation. Instead, another topic has quietly taken centre stage: Creators. Not creator hype. Not influencer marketing. Creator effectiveness. Presented by System1 , today's Cannes Cut explores one of the biggest conversations happening across the Croisette. Marc and Vassilis reflect on another packed day at Cannes, including the System1 Stars of the Show event featuring Andrew Tindall, Orlando Wood, Mark Ritson, Les Binet, Adam Morgan and many of the industry's leading thinkers. The featured interview is with Andrew Tindall, Chief Growth Officer at System1, who joins us to discuss the new Creator Effectiveness Playbook, developed in partnership with WPP and TikTok. One insight stood above the rest: Most creator campaigns aren't driving meaningful brand growth. A small "brilliant minority" are responsible for the majority of the impact. The conversation has evolved beyond follower counts and engagement rates. Instead, marketers are asking better questions: Does this creator genuinely fit the brand? How do creators build memory, not just engagement?
SBP 215: What Marketers Still Get Wrong. With Prof. Byron Sharp.70 / 100
SBP 214: The Cannes Cut - The Gap Between Knowing and Doing: Day 5 Reflections. Featuring David Tiltman.
SBP 213: The Cannes Cut - Dull Ads Are A System, Not A Symptom. With Orlando Wood.
SBP 211: The Cannes Cut - Creators, Commerce, and Amazon's Canvas: Day 2 Reflections
SBP 210: The Cannes Cut - Creativity That Works: Cannes Day 1 Reflections