Billion Dollar Boy

The Creator Era at Cannes Lions 2025: an exclusive rooftop event, in partnership with FiveTwoNine and Cannes Lions International Festival of Creativity. Join us as we reveal what’s working, what’s next, and how to drive lasting impact through creator marketing. Hear from leading brands, top creators and industry players on the future of entertainment, the new rules of brand partnerships, and how creators are shaping advertising over the next 12-24 months. 🗓 Wednesday, 18 June  🕐 13:00 - 15:30 📍Canopy by Hilton, Marea Rooftop Terrace, a 10-minute walk from the Palais 🍸Light lunch and drinks included Our goals? To spotlight how successful creator campaigns come to life and help you build strategies for the innovations ahead. Spaces are limited. Apply now to attend: https://lu.ma/5czrqz4e #CreatorEra #CannesLions2025 #CreatorEconomy 

Behind all the spectacle whether it was creators sharing panels with media execs or starring in network sizzle reels – a more foundational shift is underway. Traditional media sellers are trying to reposition their offerings not as just airtime but as cultural currency. That distinction is becoming table stakes in a market where legacy players can no longer afford to fight over scraps in shrinking media categories. Instead, they’re chasing a bigger piece of a growing digital ad pie and creators are among their sharpest tools to get there. “There’s a forced humility from the networks and streamers that wasn’t there before,” said Becky Owen, global CMO at influencer marketing agency Billion Dollar Boy. “They want cheaper production and subsequently cheaper marketing of them. Creators provide that but more importantly they have proven formats.” In this piece by Seb Joseph, we also speak to Taylor Michelle Gerard of Blue Hour Studios, Iliya Rybchin of BDO, and Jim Marsh of JMC Strategic Intelligence. https://lnkd.in/g6jWWbSk

Being known for your humour on TikTok is one thing, but increasingly influencers are creating a corporate presence on LinkedIn in a bid to solidify their status in the creator economy. According to Billion Dollar Boy’s 2025 Creator Economy Report, 49% of creators have increased their LinkedIn presence, with 60% planning to increase it over the year https://lnkd.in/e-UjuBFm

The TV Upfronts are underway this week, offering streaming and network giants like Amazon, The Walt Disney Company and NBCUniversal the chance to showcase their programming to ad buyers. But this year, they will be sharing the spotlight with creators like MrBeast and Britanny Broski, who are taking the opportunity to pitch full-scale entertainment properties. In our latest newsletter, we explore what’s behind the rise in creators attending TV upfronts and why advertisers and TV networks should take note. #CreatorEconomy #InfluencerMarketing #TVUpfronts

Three nominations for one iconic brand. We’re proud to be shortlisted for three awards at The Drum Marketing Awards EMEA. Our work with Pepsi Lipton has been recognised across three categories: 💛 Breaking the Winter Blues with Lipton Ice Tea - Brilliant Use of Social Media  - Marketing Strategy for Food and Beverage 💛 Lipton Ice Tea x Cruel Pancake ‘That Summer Feeling’ - Inspiring Example of Influencer Marketing Congratulations to our talented team, amazing clients and creators for bringing these campaigns to life. Wish us luck for the awards. #Awards #DrumAwards #SocialMedia #InfluencerMarketing

Meet the winners of The Creator Fund. Chosen for their originality, ambition, and creative voice, these creators are set to shape the future of our industry. We launched The Creator Fund with FiveTwoNine to support and invest in emerging creators. Because we believe creators are driving the future of advertising. Our independent jury of influential voices from across the creator industry reviewed every entry, selecting those who are defining the creator economy and poised to make an impact both at Cannes Lions and throughout their careers.   We were blown away by the number and quality of creative, diverse, and bold entries - a clear sign of where the creator economy is going. Each winner is heading to Cannes Lions International Festival of Creativity with a Creator Pass, with full festival access, curated programming, and the support they need to be part of the conversations that matter. To every creator who applied: thank you. Check out the winners here ➡️ https://lnkd.in/exu43zQz #CreatorEra #CannesLions #CreatorEconomy #CreatorFund

Influencers aren’t just selling drinks, they’re owning them. From Logan Paul and KSI's meteoric rise with PRIME to Emma Chamberlain’s cult coffee brand, creator-led drink brands are tapping into their fanbases and shifting product at a pace that legacy brands are taking note of. Creators are becoming brand founders, investors, and reshaping how drinks are developed, marketed, and sold. Our research backs it up: 📊 65% of US and UK consumers have bought from creator-founded brands 📈 Among Gen Z, that jumps to 91% 🥤 Food and beverage is the most popular sector, with 21% having purchased from a creator-led brand Why? Because creators can bring what many brands can’t: real trust and connection with communities on a human level. Read more insights from our CMO, Becky Owen, in Gillian Follett’s Ad Age article via the link in comments. #CreatorMarketing #CreatorEconomy #ConsumerTrends

Time is running out! Only a couple days left to vote in the Shorty Awards. We’re proud to be shortlisted in two categories for our stellar creator-first work with The HEINEKEN Company and King. Both campaigns are up for the Audience Honor and every vote counts! Vote by April 30 and learn more about the campaigns: ➡️ Vote for Candy Crush All Stars in Gaming: https://lnkd.in/eciwiyFS ➡️ Vote for Old Mout in Wine, Beer & Spirits: https://lnkd.in/ewZ3SqjY #ShortyAwards #SocialMedia #InfluencerMarketing 

When major marketers like Unilever are saying they’re dramatically increasing their ad spending on influencer marketing, the agencies who manage influencer marketing are, naturally, chomping at the bit to get those ad dollars. But when everyone, even more traditional ad agencies, are after brand dollars — in a market where most ad budgets are tightening — what separates the best when it comes to influencer marketing agencies from the rest? How do marketers and creators sort through the ever-expanding list of influencer marketing agencies and figure out who to work with? “I look for a team that’s flexible, collaborative and genuinely invested in helping solve problems as they arise — going beyond just executing tasks to acting as true strategic partners,” said Amy Moussa, manager of social media and digital partnerships for restaurant company Qdoba Mexican Eats - Urban Eats LLC, which works with creator marketing agency Open Influence. In this piece by Antoinette S., we speak to Mike Vannelli, Becky Owen of Billion Dollar Boy, Tina Cartwright, Hunter Vought, Keith Bendes of Linqia, and valentin pechot of Louce . https://lnkd.in/eMrtq8s3

Publishers like The Independent are embracing creator-led content to stay relevant and build trust with modern audiences. Find out in our latest newsletter why this isn’t just a smart media strategy but a wake-up call for brands. #CreatorEconomy #MediaTrends #DigitalMarketing #BrandStrategy