Linkedin Partnered with Colin and Samir at Cannes Lions

At Cannes Lions 2026, the most important week in advertising, LinkedIn partnered with Colin and Samir to host a daily show every morning at 8 AM PT.

The show featured high-profile guests such as LinkedIn CEO Daniel Shapero, Adobe CMO Lara Hood Balazs, and Sir John Hegarty.

The LinkedIn CEO could have easily made himself the main attraction. But instead, he chose to appear as a guest on the show of two creators that he’s sponsoring himself.

The most corporate platform on the internet has quietly become a mega-content stream. 

For years, the type of information you’d see on LinkedIn was the hardest to market. Who wants to see résumés, recruiters, and earnings posts when they can go watch their favorite sports and movies?

The creator economy has flipped that script entirely. We now see LinkedIn creators that have built huge followings through just talking about businesses.

While not LinkedIn exclusive, Colin and Samir’s platform is arguably the clearest example of how content creation has innovatively bridged the gap between business marketing and the public audience.

So when LinkedIn deliberately chooses a creator show as the direct link between them and their target market, it’s a clear indicator that the debate over whether creator-business content is valid or not is over.

What’s worth internalizing is the special quality that earned Colin and Samir the seat.

They weren’t chosen for their follower count. The reason we see them at Cannes Lions is because they’ve established genuine, trusted authority in the business marketing domain. Corporations cannot fundamentally manufacture this. 

It isn’t just limited to LinkedIn or even business. In the AI era, content is infinite. The only thing that’s scarce is truth and trust. 

That’s what the biggest corporations want more than anything. And that’s the only thing worth building.