Big Brands Are Thinking More Like Creators

Hello from the very hot French Riviera, where I’m wrapping up my time at Cannes Lions!

On Thursday morning, I moderated a panel with two Mattel executives: Lisa McKnight, chief brand officer, and Jason Horowitz, global head of marketing and media. 

It’s striking how much brands are starting to operate more like creators. The most prominent example, of course, is Duolingo, the language learning app that uses its owl mascot Duo to create entertaining clips designed to go viral on social media. Other companies have taken notice and are trying out their own strategies.