TikTok is mounting a significant presence at Cannes Lions this month, the world's premier advertising and creativity festival on the French Riviera. The platform is dispatching 16 creators spanning categories like food, music, beauty, comedy, and sports. The delegation, reported by Variety, includes chef Tineke Younger, musician and comedian Morgan Jay, and other digital personalities. The move underscores how creator culture has become a central force in mainstream marketing and advertising.

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