Observed Signal · Jun 25, 2026 · Panel Discussion · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Building Brands in a Social-First Landscape
Adweek covered an ADWEEK House Cannes Lions group chat co-hosted with Creatively Squared that examined how brands can build mental availability on social platforms. Panelists from Creatively Squared, Audible, Zoom, Yoobi, Livewire and Bask & Lather Co. argued that social remains a viable place for brand building if creative is native to each platform, emotionally resonant, and tailored rather than repurposed from long-form spots. Speakers recommended leveraging creators and outside storytellers with authentic voices, giving creators freedom rather than heavy direction, and using affiliates where trust and everyday relatability are important. The session highlighted that consistency and big ideas still matter, but the playbook for executing brand work must adapt to fast, scroll-driven social environments.
Practical guidance on social-native creative and creator/affiliate strategies is relevant to marketers and agencies but does not introduce platform policy changes or major product launches.
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Key Takeaways & Evidence Grounding
- ADWEEK hosted an ADWEEK House Cannes Lions group chat co-hosted with Creatively Squared to discuss brand building on social.
- Panelists included Scott Thomas (Co-Founder and CEO, Creatively Squared), Rance Randle (Global Head of Creative, Audible), Kimberly Storin (CMO, Zoom), Sarah Leinberger (VP, Head of Marketing, Yoobi), Indy Khabra (Co-Founder & Global Co-CEO, Livewire) and Shaina Rainford (Founder and CEO, Bask & Lather Co.).
- Bask & Lather Co. said it gives limited direction to its roughly 500,000 active affiliates who promote its scalp health and hair wellness products.
- Speakers advised brands to create platform-native creative, let creators/authentic storytellers communicate product value, and treat creator-driven PR/partnerships as distinct from conventional brand advertising.
Connected Companies & Entities
2 Entities mapped“During an ADWEEK House Cannes Lions group chat co-hosted with Creatively Squared, industry leaders explored what brand building looks like o...”
“Kimberly Storin, CMO of Zoom, shared her belief that while consistency remains 'a preference driver at the end of the day,' what consistency...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Scaling Brands Inside the Story
At an ADWEEK House Cannes Lions fireside chat co-hosted with EightPM, marketing leaders discussed how brands can move beyond one-off entertainment placements to build always-on, authentic integrations that drive measurable business results. Panelists — including Grant Regillo (EightPM), Samantha Catalina (fractional CMO for Happy Dad and Noble Pacific), Patrick O’Keefe (e.l.f. Beauty) and Jackie Widmann (BERO Brewing) — emphasized proactive monitoring of entertainment opportunities, preparing digital assets and inventory for fast execution, and relinquishing control when a placement works as a natural subplot. Examples cited include Olipop’s fast creative support to scale into Whole Foods and e.l.f.’s understated care package activation for creator Oliver Widger. Speakers argued entertainment integrations must be genuine and tied to retail and lead-generation outcomes, not only impressions.
How Brands Create Cultural Moments
At an ADWEEK House Cannes Lions sunset panel co-hosted with Adobe, senior marketers discussed how brands can create campaigns that become cultural moments. Adobe’s Stacy Martinet emphasized designing ideas that invite consumer participation, citing Spotify Wrapped as a standout example. NFL EVP & CMO Tim Ellis described an introspective approach to cultural relevance, referencing the Super Bowl LX halftime show featuring Bad Bunny. Ulta Beauty CMO Kelly Mahoney highlighted the role of surprise in her company’s 2025 holiday campaign, while YouTube’s Anne Marie Nelson-Bogle recommended giving creators freedom within established brand formats to generate "surprise and delight." The panel stressed creativity, audience participation, and occasional surprise as drivers of culturally resonant campaigns.
Brands Should Embrace Unscripted Entertainment
An ADWEEK House Cannes Lions panel co-hosted with EightPM debated how brands can drive cultural impact by prioritizing entertainment value, creator collaboration, and structured experimentation over rigid messaging control. Panelists — including CMOs and brand leaders from Nespresso, MLS, Mastercard, Yahoo, Netflix and Kenvue — argued that long-form entertainment holds substantial audience attention but requires different measurement approaches and longer time horizons for memory and fandom to form. Speakers recommended dedicating an experimentation budget, partnering closely with creators and production studios, and educating internal stakeholders on the financial value of brand integrations. Netflix cited System One testing where its collaborative brand work ranked in the top 1% for brand lift and top 16% for predicted purchase intent as evidence that creative risk can deliver both brand and performance outcomes.
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