In today’s highly competitive marketplace, a brand must tell meaningful stories that resonate with their target audiences across media channels. People want more than a utilitarian benefit—stories are ultimately what drive us to engage with brands. And we want to align ourselves with brands that are ethical and purpose-driven and that take responsibility for their actions and messaging.

This indispensable book reveals what makes brand stories “shareworthy” and guides readers through creating relevant and resonant advertising. Combining practitioner and academic perspectives, Robin Landa and Greg Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive—and that audiences enthusiastically share. They demonstrate that shareworthy storytelling embraces diversity, equity, inclusion, purpose, and brand activism and eschews tropes, stereotypes, and negative messaging. The book features candid interviews with expert practitioners spanning diverse global communities who share the hard-earned wisdom of their award-winning campaigns, as well as insightful case studies from major companies like Amazon, Nike, the New York Times, and Dove. Timely and actionable, Shareworthy shows current and aspiring marketing professionals how to craft a story, connect with the audience, and embrace social responsibility throughout.

Combining practitioner and academic perspectives, Robin Landa and Greg Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive—and that audiences enthusiastically share.

Foreword by David Lubars, chairman & chief creative officer, BBDO
Acknowledgments
Introduction
1. Why Should a Brand Tell a Story?
Interview with Greg Hahn, chief creative officer and cofounder, Mischief
2. It’s Not About the Brand—It’s About the Audience
Interview with Jo Shoesmith, global chief creative officer, Amazon
3. Well, It Is About the Brand, Too
Interview with Harsh Kapadia, EVP, chief creative officer, MRM New York
4. Can You Feel It? Brand Affinity
Interview with David Mesfin, creative director, Innocean/USA
5. Beginning, Middle, and End (Or Not)
Interview with Luiz Sanches, partner/chairman and CCO of AlmapBBDO, BBDO
6. The North Star
Interview with Susan Young, EVP/global executive creative director, McCann-New York
7. Brand as Activist: Diversity, Equity, and Inclusion
Interview with Simon Usifo, president and managing director, 72andSunny Amsterdam
Interview with Valerie Cheng-Madon, chief creative officer South East Asia, McCann Worldgroup
8. What’s the Next Story? How to Tell a Story Without a Playbook
Interview with Guan Hin Tay, creative chairman, BBDO Singapore
Interview with Pancho González, cofounder and chief creative officer, Inbrax—Santiago, Chile
Notes
Index

In Shareworthy, two creative gurus offer an exploration of the human need for unique storytelling. This book is an absolute must for any person serious about connecting with consumers.

The authors drive home the point that "the next great advertising story may look nothing like advertising” and offer strategies for an adaptable mindset. Who knows what advertising will look like in the future? Shareworthy is a timely contribution—the authors not only meet cultural moments and address the impact of social media and AI, but encourage advertising creatives to think flexibly and partner together. Braun and Landa have an incredible collective expertise, which they share throughout this book.