UTA and MediaLink Go Big on Digital Creators, Gen Z Marketers at Cannes Lions as New Leaders Take Reins
variety.comCynthia Littleton Business Editor UTA and MediaLink are making a splash on the Croisette at Cannes Lions with a big presence that will focus on the growing clout of social media creators, understanding Gen Z and the importance for top-tier brands of being a part of big pop culture moments.
The expansive MediaLink Beach installation on the sand and numerous other events during the June 17-21 festival in Cannes also designed to reinforce to Madison Avenue and global marketing mavens that MediaLink’s brand consulting business is moving full steam ahead after a messy split with founder Michael Kassan in March.
UTA, which acquired MediaLink in 2021, also has a big contigent from its own marketing division as well as its creators division that represents hundreds of social media stars and influencers.
Donna Sharp and Christopher Vollmer, MediaLink’s new promoted managing directors and newly named UTA partners, told Variety in an interview on the eve of Cannes Lions that the annual in-person gathering is more vital than ever at a moment of massive transition for media, entertainment and marketing.
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