Q&A: Ira Glass Comes to Cannes in Search of Brands That Appreciate Great Storytelling

A journey to build on Serial's success

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CANNES, France—After the unprecedented success of investigative podcast Serial, one might think potential sponsors would be lining up in droves to get involved with the show.

But public radio icon Ira Glass, one of the driving forces behind the addictive audio series, says there's still a lack of awareness among brands about the past year's tremendous surge in popularity for podcasts.

More importantly, he says, potential advertisers don't seem to realize that podcast sponsorships can be tremendously effective for business, generating some of the best brand recall of any ad option today.

So this week, he and the creators of Serial will be taking their quest for more sponsors into the thrumming hub of global advertising itself, the Cannes Lions.

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