UTA Is All in on Creators -- and Cannes Lions Is Where It's Making Its Case

UTA is embracing the creator era with its largest Cannes Lions presence to date, unveiling UTA Beach as a premier creative hub on the Croisette. The activation will host more than 120 clients across film, television, music, and sports, and will feature a Creator Lounge for over 70 creators to work, connect, and decompress. High-profile participants scheduled to appear include Priyanka Chopra Jonas, Paris Hilton, Ashley Graham, Alan Cumming, Karlie Kloss, Draymond Green, Janelle Monáe, Mike D, Kara Swisher, Adam Brody, will.i.am, Gunna, Johnny Harris, and JB Smoove. UTA's chief executive officer David Kramer says the expanded Cannes Lions footprint reflects the evolution of the business, with representatives across creators, sports, brands, and entertainment illustrating the breadth of expertise. Raina Penchansky, co-head of UTA Creators, and Bran Flakezz—a Philadelphia-based creator—told The Hollywood Reporter that audiences now drive purchasing, perception, and zeitgeist, with creators at the center. The interview underscores how brands, media, and culture increasingly seek direct relationships with creators, a dynamic Cannes Lions is helping to validate and accelerate.