Publicis Groupe has unveiled a two-part campaign at the Cannes Lions International Festival of Creativity today, demonstrating its growing influencer marketing capabilities. The campaign aims to show how Publicis’ influencer tools can reach a wider audience than an $8 million Super Bowl advertisement, according to Adweek.

The French advertising network targets marketers with digital out-of-home ads across Nice and the Cannes Croisette, comparing the cost of influencer marketing to typical expenses in Cannes. The campaign showcases “Influential, powered by Captiv8,” an AI-driven platform connecting brands to over 19 million creators globally.

The second phase of Publicis’ campaign involves wildlife expert Shandor Larenty sharing content featuring a lion named George to a combined audience of 49.3 million followers. A live tracking display at Influential Beach will monitor audience reach in real-time.

Publicis CSO Carla Serrano notes the campaign was developed as clients minimize their Cannes presence due to economic pressures, with some viewing the festival as an “indulgence” in the current climate.

Strategic Acquisitions

Publicis has invested approximately $500 million in acquisitions focused on the creator economy since early 2025. Recent purchases include U.S.-based Influential for $500 million, Brazil’s BR Media Group, and technology platform Captiv8.

The Captiv8 acquisition, announced in May 2025, brings technology that processes over 2.5 billion social posts annually across 120 countries. The integration aims to provide brands with access to 95% of influencers who have over 5,000 followers and 90% with more than 1 million followers.

The Cannes Lions 2025 program, running from June 16 to 20, reflects the growing influence of creators in the advertising industry. The festival has officially rebranded its “Social & Influencer Lions” as “Social & Creator Lions” and features multiple sessions on creator economics.