Dentsu Group Unveils Future of Brand Engagement with UGC at Cannes

Dentsu Group's Innovative Session at Cannes Lions 2025

In the picturesque city of Cannes, France, during the renowned Cannes Lions International Festival of Creativity 2025, Dentsu Group held an enlightening session centered around the theme of user-generated content (UGC) and its potential to redefine brand engagement. This session, titled "The Future of Brand Engagement: Exploring Roblox, UGC Communities, and Next-Generation Creators," featured notable speakers including Sue Anderson, Vice President of Creative at Roblox Corporation, and the distinguished Roblox creator Rush X.

The discussion, moderated by Ashley Knight, Head of Strategy at Dentsu Lab, emphasized how platforms like Roblox are reshaping the relationships between brands and their audiences in areas like fashion, gaming, and community engagement. With the growing recognition of the importance of collaborative and co-creative relationships between clients and consumers, Dentsu aims to highlight its distinctive strengths and diverse business offerings in the entertainment sector.

As Roblox continues to expand as a major player in the UGC landscape, it becomes crucial for brands to engage with consumers through shared experiences and collaborative projects. This marks a significant shift in marketing strategies where UGC is not merely a resource but is integral to building meaningful connections with consumers globally.

During the session, Anderson discussed how Roblox provides tools for creators to engage their communities, allowing for unprecedented interaction between brands and users. Rush X, who has carved out a niche for himself through collaborations with renowned brands and the establishment of his original brand, shared insights from his journey as a young creator while attending Stanford University. His experiences demonstrate the power of UGC platforms to facilitate creativity, cultural expression, and brand engagement in novel ways.

In alignment with its global development initiatives, Dentsu is poised to accelerate its **