The Participation Premium: Moving from Campaigns to Communities

The future of brand storytelling is here, and brands are mastering it by elevating co-creation as an essential strategy. At this year's Cannes Lions, Drew Warren, President, Client Integration, Ogilvy US, moderated a panel featuring Ricardo Aspiazu, Senior Vice President, Creative & Brand Design at Verizon, Ghadeer Khub, Creative, Social & Digital Department Director for Experience Abu Dhabi, Keiko Mori, Head of Creative Product Marketing and Ops, North America at TikTok, and Charlotte Collins, Editor in Chief for SheerLuxe, delving into how co-creation strategies can unlock unique brand perspective and identity, and probe what often holds brands back from this transformative approach - revealing the most effective ways to empower creators, earn attention, and create lasting cultural relevance in this participatory digital age.