LIONS adds VidCon to global creator offering

The move builds on LIONS Creators, which LIONS has developed over the past three years as a programme connecting creators with the global creative marketing industry.

LIONS is bringing VidCon into its organization to create VidCon x LIONS Creators, a global platform focused on the creator economy and the relationship between creators, brands and culture.

VidCon will add its creator community and industry relationships to the platform as LIONS expands its regional presence.

VidCon x LIONS Creators targets the creator economy

Simon Cook, CEO, LIONS: “The creator economy has never moved faster or mattered more within the global marketing ecosystem. Creators are increasingly central to how culture is created and how brands connect with audiences. We've seen this evolution firsthand at Cannes Lions through the growth and scale of LIONS Creators, with brands, agencies, media platforms, and creators coming together to build relationships, establish partnerships and do business. The introduction of VidCon is an exciting next step which will allow us to build out a dedicated global platform for an industry that's rapidly reshaping the marketing landscape.”

VidCon has operated as a meeting point for creators, fans, brands and industry professionals for 15 years. Its integration into LIONS is intended to provide creators with access to the wider marketing ecosystem while giving brands additional opportunities to develop partnerships with creators.

Insight to Impact becomes VidCon’s primary global home

Following its previous location in Anaheim, California, VidCon x LIONS Creators will be primarily based at the Insight to Impact Festival, LIONS' North American platform.

Insight to Impact will debut in Denver in October 2026 before moving to Nashville in 2027. The platform brings together Informa's TMRE: The Market Research Event and Content Marketing World with LIONS expertise from WARC, Contagious and Effie, covering consumer understanding, marketing effectiveness and creativity.

LIONS expands its creator economy offering

VidCon x LIONS Creators will also have a presence at Cannes Lions in June 2027, with further programming details to be announced.

Sarah Tortoreti, VP and Business Lead, VidCon: “For 15 years, VidCon has been the heartbeat of the creator community—the place where emerging and established creators, fans, brands, and industry leaders come together to celebrate digital culture in real life. Joining LIONS allows us to amplify that mission on a global scale. By combining VidCon's deep-rooted relationships across the creator economy with LIONS' unparalleled industry authority and global reach, we're creating unprecedented opportunities for creators to build their careers, for brands to forge authentic partnerships, and for the entire ecosystem to shape what's next together.”

The integration of VidCon forms part of LIONS' broader plans to expand its global model across North America, Asia-Pacific and the Middle East and North Africa. The organisation has announced regional platforms intended to provide the creative and marketing industry with year-round access to its intelligence, learning, benchmarks and community.

LIONS operates Cannes Lions, Effie, Contagious and WARC as part of its global creative marketing offering.

www.canneslions.com

www.vidcon.com

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