Sir John Hegarty on the best brand story he’s told
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
On the shortlist of legendary creatives who know a thing or two about storytelling, Sir John Hegarty, BBH co-founder is, most certainly, in the rarefied air of those who have and continue to use strong stories to build brands and impact culture.
In Hegarty's mind, what makes a great story is, simply, something that you haven’t heard before — those surprises that can come out nowhere to make people pay attention and, most importantly, remember.
Further, those memorable stories are the ones steeped in the truth. Even in advertising, according to Hegarty, the strategies around building a brand that are based in truth have the greatest chance to resonate, stay with people and have lasting value.
Out of the massive library of highly-successful and awarded work, one particular story from a brand in the 80s sticks out. Phileas Fogg, a snack brand, was looking to make waves with flavors that evoked places such as sunny California and exotic India.
Instead of, as Hegarty puts is, creating a fake, “ersatz” story about them being made in these regions, the creative team decided it made sense to simply pull back the curtain and let the audience know that they were created at home in the UK. That truth, not only helped make a brand famous, but showed that truth is oftentimes the best story that can ever be told.
What's the Story? is sponsored by Branded Entertainment Network (BEN), the first global network for branded product integration in the entertainment industry, across all media, including the influencer space.
Filmed at Advertising Week Europe
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Other episodes in the series
Episode 1
Tina Brown, author of The Diana Chronicles, on what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 2
Hip-hop icon Warren G and director Karam Gill on what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 3
Glenn Gainor, Sony Pictures Screen Gems exec on what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 4
Documentarian Cheryl Dunye on what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 5
Sony Pictures Screen Gems exec, Glenn Gainor, on successful brand integration in film
After 25 years in the entertainment business, Glenn Gainor, head of physical production at Sony Pictures Screen Gems, knows plenty about great films and stories. He also knows what it takes to create successful integration for brands — and points to the seminal ET/Reese's Pieces hookup as the gold standard of integration.
Episode 6
Prop master Scott Bauer on how brands can drive a story
As a story unfolds in film and TV, there are plenty of those who help craft the work. Though writers, producers, directors and actors get the spotlight much of the time, the rest of crew plays invaluable roles in making it all come to life.
Episode 8
Brand storyteller and film producer Tim Perell on great storytelling
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 9
Amir Bar-Lev, Long Strange Trip director, on passion in storytelling
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
Episode 10
PopSugar's co-founder, Lisa Sugar, shares what makes a great story
What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.