David Sable, Global CEO of Y&R on the Cannes Lion Festival this year, where he saw storytelling eclipsing technology as the centerpiece of engagement. For example, the ad industry is finally getting past the broadcast lengths as the standard for marketing storytelling:

Discussing the impact that social platforms have had on the process, he points out that message length—be it 15, 30 or 60 seconds—is irrelevant. That’s part of the traditional network television construct in which advertisers paid for a certain amount of time. “The beauty is you don’t have to pay for the time in the same way that we did,” Sable says. “Do what you will.”