A race without end? More flows, more demands, more possibilities. Time remains the same, but it has never seemed so full. For 40 years, time has not changed. The same minutes, the same seconds, the same years, and it has been going on for a while, the concept is solid. And yet, if you ask the question around you, there is a high chance that someone will answer, even if the person closest to you at that moment is not Hartmut Rosa 1, "Time is accelerating" or its more everyday equivalent "Damn, it's going too fast, I don't have time for anything," or the slight variation, holiday version: "It seems that Christmas always starts earlier." All under the same banner as the rabbit from Alice in Wonderland: "Late, late, I'm late." We run. Always a little behind this time that seems to accelerate constantly. We have the impression that the choice is reduced to undesirable options. Keep up the pace, or even continue to accelerate, even if it leads to exhaustion; give up the race and slow down, because it is now lost for the poor humans that we are; look back, because today gives a clear feeling of nostalgia. Marc Wittmann 2 distinguishes two times: the "clock time" (objective time, that of the clock) and the "felt time" (lived time, felt time). One does not move and the other, obviously, is another story. Time has not accelerated. Because it is simply physically impossible. However, something has indeed happened. CB News was born in 1986, the first line of TGV arrived in France a few years earlier, these same years also saw the beginning of the spread of computing in offices, and more generally the acceleration of technological progress and its spread in our daily lives. A brief look back for comparison, it took decades for radio or television to reach their first million users, a few years for social networks, a few days for AI, already with its first backlashs (for example the backlash of American students against speeches by executives like Eric Schmidt, surprised by this reaction). In short, the speed of adoption and the appearance of its corollary, the rejection, are phenomenal. What is actually increasing, and significantly, is the speed of our movements, our production, our exchanges, the number of possible content flows at the same moment, leading to the fragmentation of our temporalities. We can also know what the time of others, of millions of others, is made of, at every moment. Finally, another novelty, and not the least, in recent years we speak of a possible end of times, more precisely that of the human being. That relaxes. So, time is increasingly filled with possibilities and facts, without lengthening. And even if with the help of technologies, we should have gained some, time in truth is never long free. The more we free up time, the more we send emails, the more we take airplanes, the more we speedwatch, the more we want to make time efficient, useful, performing. Result, we live in a succession of micro-sequences, with the impression of being permanently in several temporalities at the same time. The consequences, to which neither brands nor individuals can escape, are obviously immense. Consequences ranging from the most trivial to the most fundamental: the increase in our impatience - who has not pressed the elevator button twice after more than 10 seconds of waiting -, burnout, the fragility of our mental health, the impression of a history that accelerates as events follow one another. So, if the acceleration has long been experienced as a sign of a desirable modernity, the feeling is no longer quite univocal. It is probably today to find a more balanced and controlled relationship with time for us as well as for brands. But how to exist in fragmented attention times without participating more in saturation? The answer has long consisted of trying to condense. Reduce the message, make it more immediate, faster to consume. The short format has become the dominant language. But as compression increases, everything can end up looking the same. So, on the margin of the speed imperative, its exact opposite has continued to exist and more recently even regained some colors and virtues. The obsession with real time, with "always on," as the alpha and omega of an effective brand and its time, seems to have passed. Some brands even reconsider the benefits of a chosen silence to allow time to create desire. Long formats, in advertising, in podcasts, in series, in films, in documentaries coexist with formats of a few seconds, temporary stores or opportunistic reactive formats. The truth, as often, is that solutions accumulate and do not replace each other. The answer may not be to know whether to go faster or slower, to choose a side, that of the pragmatic realists against that of the somewhat outdated idealists. As often, it depends. It is necessary to be able to do everything. Capable of going fast and slowly, of accelerating and slowing down. In short, a relationship with time to be placed in the large categories of "bothism" labeled by Mark Ritson. Finding a more controlled relationship with time is not a detail for a brand. It is even there, undoubtedly, that reside the greatest sources of efficiency, judging by the teachings of the most solid studies carried out over the last ten years. We often think of brands as an entity that must occupy a space, one that is bought or occupied, but we can consider them otherwise, in this case as temporalities to inhabit. Nothing foggy behind this change of perspective, quite the opposite. It is finally exactly what the analyses of Binet and Field 3 have revealed for several years now. It is the association of two temporalities that really create efficiency, one cannot do without the other. The long term to nourish long-lasting emotional associations with a broad spectrum, feed memory and reduce price sensitivity. The short term to convey facts to useful targets and transform positive associations into action. It is also a more balanced relationship with time, which constitutes another major source of efficiency. It is the balance between what should not change and what can change in the expression of a brand. It is now proven that campaigns wear out much more quickly in the meeting room than in the minds of the targets. Everything changes, yes, everything becomes more complex, but the simplest rule to guarantee a maximum of efficiency does not change: coherent repetitions of an identifiable tone, a vision maintained over time. It relies on the ability to last long enough to become familiar, then recognizable, then desirable. This does not mean not changing anything and repeating the same thing in the same way indefinitely, it is simply a matter of seizing the opportunity to build equally through ephemeral actions and necessary and useful reactions in the moment. Today, and for the next few years, we are entering a new era under the effect of AI. The consequences are difficult to grasp, but once again, we have the possibility to gain time, once again we will ask the same question - "What are we going to do with this time?" - once again we have the opportunity to answer differently than through accumulation and speed. Do we decide to fully subscribe to the renewed promise of possible acceleration or do we decide to inhabit several temporalities, to keep a place for the long time, to create memories and not just a sequence of reproducible ephemerals? Let a place, even minimal, to what can certainly be technically automated but is not condemned to be, imagination, intuition, ideas. Take the time to grasp the diversity and human singularities, seek a part of randomness and unpredictability at the heart of a system that creates fast, certainly, but much by calculation of probabilistic forecasts based on the existing. Not only for the beauty of the gesture but because that is where the difference resides. And 40 years ago, at the birth of CB News, as today, creating a difference is undoubtedly our only reason to continue to be.