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Agencies 4 Growth Festival Logo

PopSugar’s Brian Sugar dishes 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.

Brian Sugar co-founded the site PopSugar with his wife, editor-in-chief Lisa Sugar, in 2005. The site has gone on to become a highly popular destination — to the tune of 100m visitors a month — for fashion, fitness, beauty, celebrities, travel and anything else trending in today’s pop culture.

As chief executive, Sugar takes care of the overall business direction for the platform — and, being on the front line of all kinds of content over the years, knows a thing or two about what makes a good story.

Sugar uses one word to describe what makes a great story: epic. Not only does he love epic tales, but he’s translated that love of storytelling into an app he created that, unsurprisingly, is called Epic.

The greatest story that Sugar has ever heard is one that many could conceivably choose for a number of reasons. He feels as though that Star Wars is the best story ever — not just because of the story itself, but the structure as well as it looks forward and back.

The best story he’s ever told is a real one – another story quality he finds important. After Lisa (his then-girlfriend) graduated from college, Sugar took the opportunity to ask her to marry him in front of a group of people, including her family. Upon her saying yes, he simply and triumphantly dropped the mic — a romantic moment with an emphatic ending.

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 Cannes Lions

If you would like to pitch someone for “What’s the Story?“, please complete the linked form.

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