Cannes 2026: The Strategy Behind High-Velocity Creator Partnerships | Juliana Cobb and Rich Santiago, 72andSunny, Chief Creative Officer and Chief Strategy Officer

Many corporate marketing teams struggle to build real customer connection because they rely on transactional, feature-heavy product copy that fails to break through crowded digital channels. Juliana Cobb, Chief Creative Officer, and Rich Santiago, Chief Strategy Officer at 72andSunny New York, break down how to optimize asset development and increase brand relevance by embedding inclusive creative frameworks directly into active cultural spaces.They share their operational playbook for compressing creation timelines through close client collaboration, running authentic creator-led campaigns that bypass forced corporate scripts, and using athletic competitive models to reduce development workflow strain across regional offices.Key tactical themes covered:Transitioning product campaigns into integrated experiential platforms.Bringing clients directly into strategic rooms to shorten production cycles.Differentiating legacy properties inside highly saturated online spaces.Activating employee advocacy networks and creator talent using their natural tone.Utilizing athletic team models to manage operational project strain.Juliana Cobb is the CCO and Rich Santiago is the CSO at 72andSunny New York, directing multi-market creative distribution and brand relevance strategy for premier global enterprises.Connect with us and our guests:Follow Juliana Cobb on LinkedIn: https://www.linkedin.com/in/julianacobb/Follow Rich Santiago on LinkedIn: https://www.linkedin.com/in/rich-f-santiago/Explore 72andSunny: https://www.72andsunny.com/Streamline paid social with Strike Social: https://strikesocial.com/guaranteed-paid-social-media-ads-outcomes/Connect with Host Dylan Conroy: https://www.linkedin.com/in/dylanconroy/