By: Natalie Johnson
Woof Studios and Adetutu Laditan Spark a Market Shift at Cannes Lions 2025
Held on June 17 at the Creators Rooftop inside the Palais des Festivals, the session brought together a diverse and powerful lineup of African digital creators, each representing the innovation, authenticity, and market potential that the continent offers.
Adetutu Laditan, known for her strategic leadership at the intersection of tech and culture, is now building creative infrastructure that connects Africa’s cultural capital to the global economy. Through Woof Studios, she is bridging gaps between creators and corporations, enabling more equitable partnerships and spotlighting African voices in global marketing conversations.
The panel featured four standout creators from across the continent:
Ifeyinwa Joan Mogekwu, founder of Ify’s Kitchen in Nigeria, whose culinary storytelling has turned traditional recipes into a cross-cultural digital business model.
Cent Twinz, South African sisters Innocent Sadiki and Millicent Mashile, who have grown a cross-platform following by blending lifestyle content with family-friendly entertainment.
Enil Art, a Ghanaian digital artist creating stunning works that challenge global beauty norms, advocate for social justice, and imagine African futures.
Mpoomy Ledwaba, South African entrepreneur, speaker, and media personality, whose personal brand has become synonymous with aspirational yet relatable content.
Together, they explored how African creators are not just content producers but cultural strategists and brand builders. Across platforms like TikTok, Instagram, and YouTube, they are reshaping audience expectations and redefining what influence looks like.
With more than 60 percent of Africa’s population under 25, the continent represents a dynamic and largely untapped opportunity for the marketing industry. But Laditan’s message was clear: this is not a charity or trend to capitalize on. It is a strategic imperative.
“Brands can no longer afford to ignore the creative power and commercial influence of African creators,” said Laditan. “We are not waiting to be included. We are building our own platforms and inviting the world to partner with us intentionally.”
The panel offered valuable insights for brand marketers and creative executives. It outlined what meaningful collaboration looks like, from respecting cultural nuances to co-creating content that drives both social impact and measurable returns. In short, it served as a blueprint for how global companies can evolve their storytelling strategies to meet the moment.
Discussions also touched on how creators are using their platforms for more than just reach. Ify’s Kitchen is preserving cultural traditions through modern food content. Enil Art is leveraging visual storytelling for political commentary. Mpoomy’s work blends business and personal development, offering a model for values-led branding. Each example demonstrated that African creators are deeply connected to their communities and culture—and that is precisely what makes them valuable partners.
Woof Studios’ Cannes debut sent a strong message across the industry: Africa is not the future, it is the now. The success of the panel sparked immediate interest from global agencies, media companies, and brand representatives looking to invest in emerging markets with cultural intelligence.
For Laditan, this moment is part of a much larger vision. Through Woof Studios, she aims to support African creators in scaling their work, owning their IP, and transforming local influence into global leadership.
The panel was not just a win for African creators—it was a wake-up call to the marketing world. As digital storytelling continues to shape brand engagement and consumer behavior, companies must look beyond traditional markets and invest in diverse talent and perspectives.
The ripple effect from Cannes is already in motion. Brands that embrace this shift stand to gain new audiences, deeper cultural relevance, and a seat at the table for the next wave of global creativity.
For GLG Communications Media and partnership inquiries:
Uri Onojake GLG Communications
events@glgcommunication.com
@woofstudiosafrica on Instagram
Disclaimer: The article does not constitute an endorsement or guarantee of any claims made regarding the impact or potential of African creators or the marketing industry. Readers should verify any claims, particularly those relating to market shifts, commercial influence, or business strategies, through independent sources or professional consultation.
