Reach tells you how many people saw a creator’s post. It doesn’t tell you whether they trusted what they saw. At Cannes Lions 2026, leaders from Adobe, AdsWizz, Alaska Airlines, Grupo Bimbo, PMG, and Wpromote shared how marketers can assess creator fit, build brand alignment, and decide where artificial intelligence (AI) fits. Watch the conversation below to hear why trust, not audience size, is what makes influence work.
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How does trust turn creators into real brand partners?
Featured partners
- Adobe – Clare Philips, Director of Social and Influencer
- AdsWizz – Anne Frisbie, Senior Vice President of Global Business Development
- Alaska Airlines – Eric Edge, Chief Marketing Officer
- Grupo Bimbo – Catherine Berger, Vice President of Marketing Transformation and Services
- PMG – Chad Stoller, Global Head of Media
- Wpromote – Deanna Cullen, Vice President of Media Investment
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Connect with us to learn more about how brands build creator partnerships that earn lasting trust.
This is one of several conversations from Cannes Lions 2026 on how brands can turn influence into long-term impact. Subscribe to our newsletter to get our next Cannes conversation delivered to your inbox, read our latest marketing insights, and hear from more industry leaders on why trust, not reach, drives influence.
For more from Cannes Lions 2026, continue with another conversation in the series
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