In this special Cannes Lions episode of The Short Story Is, we explore what it takes to cut through the noise in the middle of the algorithmic era. Joined by experts from Dentsu and Meta, we unpack why being boring is more expensive than ever, how brands are shifting from interrupting attention to earning it, and why creators are no longer just content machines—but cultural interpreters with real influence.

From long-form TikToks to sassy Sour Patch replies, this conversation dives deep into how brands can stay relevant by putting culture at the center, embracing AI + PI (people intelligence), and building long-term creator partnerships. If you're still planning media by reach alone, this one's for you.