In this special Cannes Lions episode of The Short Story Is, we sat down with Katie Ewer (Global Strategy Lead, Meta), Shenda Loughane (Brand President, dentsu X) and Caitlyn Ryan (Creative Partner, Dentsu Creative UK) — exploring what it takes to cut through the noise in the middle of the algorithmic era.
The Algorithm Is the New Gatekeeper
Marketers used to chase mental and physical availability. Now? It’s algorithmic availability — the art of feeding the machine without losing your humanity. Platforms decide what gets seen, so hacking the algorithm means understanding how it works — and how people use it.
Take Hilton’s long-form TikTok experiment: flipping expectations to gain traction in a short-form world. This kind of strategic rebellion is what cuts through the noise.
Consumers Are Hacking Back
Audiences are hacking the system too. They’re training their algorithms to serve them hyper-personalized, niche content. That’s why creators are more relevant than ever — not because they have followers, but because they create content that feels like it was made for you and only you.
So, if brands want to be in the feed, they need to be in the culture. And that’s not about surface-level trendjacking. It’s about understanding micro-communities, fandoms, and cultural nuance — and then earning your way in.
Boring Is Expensive
One of our favorite truths from this episode?
“Being boring is expensive.”— Katie Ewer, Meta
In a world where every swipe competes for attention, safe is risky. Relevance now means knowing what your brand stands for, understanding the culture around you, and working with creators who can translate your brand into something meaningful for their audience.
From Interruption to Earning Attention
Traditional media planning focused on reach. But today, it’s about attentive reach. The brands winning the game are those planning for engagement, not just exposure. This means using data to identify formats and moments that truly hold attention — and then creating for those moments.
Creator-First, Not Just People-First
If creators are the new media channels, then creator strategy should be embedded in media planning — not tacked on at the end. This means thinking long-term, not one-and-done. It means co-creating, not controlling. And it means letting creators do what they do best: interpret, not just amplify.
The smartest brands are working with diverse creator mixes — from subject-matter experts to behind-the-scenes storytellers — and tailoring content to different community need states. Think dermatologists paired with lifestyle creators. It’s not just who shouts the loudest; it’s who resonates.
Underinvesting in Creators? Still a Thing
There’s a clear disconnect in many marketing budgets: massive spend on media, minimal investment in creators. But creators aren’t just production machines. They’re brand touchpoints. Cultural translators. Trust carriers. Investing in them means investing in brand relevance and resonance.
That also means moving beyond the vanity of organic-only content. Boost it. Measure it. Optimize it. Creators deserve the same performance rigor as any ad unit.