By: Natalie Johnson

For the first time in the 70-year history of the Cannes Lions International Festival of Creativity, an African-led creator services company is taking center stage—and it’s more than just symbolic, it’s significant.

This June, Woof Studios Africa, led by marketing strategist and cultural expert Adetutu Laditan, will lead a featured session at the prestigious LIONS Creators Forum, marking a notable moment for the global recognition of Africa’s creative influence.

Titled “Cracking the Code with Africa’s Creators,” the panel is scheduled for Tuesday, June 17, at the Creators Rooftop of the Palais des Festivals in Cannes, France. It will showcase some of the continent’s most dynamic digital storytellers and explore how African creators are influencing marketing, storytelling, and brand partnerships globally.

While this moment is historic, for Adetutu, it’s deeply personal.

“We’re not asking for a seat at the table, we’re building a new table,” says Adetutu. “One where African creators are seen, heard, and valued on their own terms. This moment is for every creative across the continent who’s been told to wait their turn. The turn is now.”

From Lagos to the World

Woof Studios Africa emerged from Adetutu’s deep understanding of the creative landscape across the continent. A former Senior Marketing Manager at YouTube Sub-Saharan Africa, she spent years building local creator ecosystems, launching growth programs, and designing campaigns that helped African voices connect with global audiences.

However, she also saw the gaps—such as the lack of infrastructure, the transactional nature of brand deals, and the ways African creativity was often undervalued or misrepresented in global conversations.

Woof Studios was her answer. A next-generation Creator Services company, Woof operates at the intersection of talent development, strategy, and monetization. It functions as both a multi-channel network and a cultural engine, working to unlock the economic potential of Africa’s creators.

With clients spanning music, fashion, lifestyle, tech, and visual arts, the studio collaborates with creators to scale their platforms and transform passion into potential. Through audience development, platform optimization, content strategy, and global brand partnerships, Woof is working to create a sustainable foundation for Africa’s creative industry.

A Global Stage for a Pan-African Message

At Cannes, Woof’s delegation includes a notable lineup of influential African creators:

• Ifeyinwa Joan Mogekwu, Nigerian food entrepreneur and founder of Ify’s Kitchen
• Cent Twinz, twin influencers and dancers with a pan-African footprint
• Enil Art (Israel Derrick Apeti), Ghanaian visual artist and digital creator
• Mpoomy Ledwaba, South African entrepreneur and motivational storyteller

These are established voices within the African creative scene—leaders who are digitally savvy and culturally grounded, shaping the influence of African creators globally.

Their panel will delve into how global brands can form meaningful, culturally aware partnerships with African creators. It will also explore how these creators are championing sustainability, social impact, and community building—using platforms like YouTube, Instagram, and TikTok not only to entertain, but to educate and mobilize.

“Africa is not just the future, Africa is now,” says Adetutu. “Our creators are shaping culture in real time. This panel is about shifting the lens and showing the world what true collaboration, rooted in respect and creativity, can look like.”

More Than a Moment

This panel marks more than just a singular moment. Woof Studios’ involvement in Cannes Lions signals that the global creative industry is beginning to understand what many Black creators and African innovators have known for years: real storytelling power is at the intersection of culture and ownership.

For years, African creators have fought for recognition, often finding themselves as background players in campaigns they helped inspire. Woof Studios is working to change that narrative, advocating for equitable partnerships, transparent deal structures, and platforms that view creators as true collaborators, not just content providers.

Cannes Lions, as a hub for creative leadership, is a space where brands, agencies, and talent come together to shape the future of advertising and content. Woof’s presence is an important step in placing Africa on the global map, where it has historically been underrepresented.

Rewriting the Playbook

For Adetutu and her team, this milestone represents a launching point, not a peak. Their vision extends beyond a single panel or viral campaign. Woof Studios is dedicated to building long-term infrastructure for creator success across the continent—ranging from training programs and brand collaborations to intellectual property ownership and cross-border partnerships.

Their approach is clear: amplify African stories, support creator economies, and reshape the business of creativity to reflect and empower the cultures that drive global trends.

As Adetutu states, “This isn’t just about us being included. It’s about rewriting the rules entirely.”