By R. Larsson, Advertising Week
Content may be king—but it’s starting to rule with an iron fist.
In a landscape defined by algorithm shifts, 24/7 publishing demands, and shrinking attention spans, creative and brand teams are burning out under the pressure to produce more, faster, and cheaper. What’s often lost? Originality, cohesion, and soul.
That tension was at the heart of a pragmatic and forward-looking panel at Converge @ Cannes, where a group of brand, performance, and production leaders explored a critical question:
What’s the sustainable path forward for content-hungry brands?
Moderated by Kerry Flynn (Axios), the panel included:
- Chad Rogers, CRO, Lemonlight
- Ramzey Nassar, CEO, DOE Media
- Candii Woodson-Witchard, Former Director of Media, AT&T/Cricket
- Sarah Leinberger, VP of Marketing, Yoobi
From Velocity to Vision
The panel opened with a shared recognition: the system is strained.
“We’ve overcorrected toward speed,” said Chad Rogers. “Now we’re seeing flat brand voices and disjointed storytelling. The solution isn’t just ‘more content’—it’s smarter content.”
For Rogers and his team at Lemonlight, that means building modular creative strategies—atomized content that can be deployed across platforms, iterated in real time, and scaled without losing sight of brand DNA.
Building Agile, Not Fragile, Systems
Ramzey Nassar emphasized the need for flexibility—not chaos.
“Agile doesn’t mean reactive,” he said. “It means creating systems that are repeatable, measurable, and resilient. It’s how we protect creative integrity while still driving performance.”
He and others pointed to the growing role of data-backed workflows that allow creative teams to test, learn, and pivot—without grinding them into the ground.
Human-Centered Creativity
For Candii Woodson-Witchard, who oversaw media strategy at AT&T/Cricket, the key is keeping humans—both consumers and creators—at the center of the equation.
“Audiences know when something feels robotic. So do creators,” she said. “To be sustainable, we have to honor both sides of that equation.”
She advocated for better internal alignment between media, brand, and creative teams—so that performance insights don’t just guide decisions, but spark creativity.
Originality at Scale
Sarah Leinberger of Yoobi added a brand-side perspective, underscoring the importance of purpose and voice—especially for mission-driven brands.
“We’re always balancing impact and efficiency,” she said. “But we never want to lose the heart of why we exist. The tools should serve the brand—not the other way around.”
Her point resonated in a room full of marketers feeling the squeeze between creative excellence and operational pressure.
The Way Forward
The panel didn’t sugarcoat the challenges—but it offered a blueprint:
- Modular content systems that preserve originality
- Cross-functional collaboration between brand, media, and creative
- Performance metrics that fuel creativity, not just constrain it
- Respect for the creator economy, including in-house teams
- Clarity of purpose that acts as a north star amid fragmentation
The conclusion? The content arms race isn’t going away. But if brands want to thrive—not just survive—it’s time to rethink the systems behind the stories.
