Clear Benefits, Complex Barriers: Brand Communicators’ Perspectives on Transmedia Storytelling

Richie Barker; Karen E. Sutherland; Rory Mulcahy

doi:10.1177/09732586261435031

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Clear Benefits, Complex Barriers: Brand Communicators’ Perspectives on Transmedia Storytelling

Richie Barker, Karen E. Sutherland and Rory Mulcahy

Journal of Creative Communications, Vol.Advanced access

05-Apr-2026

DOI: https://doi.org/10.1177/09732586261435031

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Abstract

brand communication

practitioner perspectives

production barriers

Transmedia storytelling

Advances in media technologies have afforded audiences greater control over how, and to what extent, they engage with brand content and advertising. In response, brands have pursued more immersive and participatory ways of reaching consumers, with transmedia storytelling—the coordinated communication of a narrative across multiple platforms with each medium contributing unique elements—emerging as one such approach. While scholarship has examined transmedia storytelling in brand contexts, research has largely centred on case studies of completed campaigns or conceptual investigations, leaving the dynamics of practice underexplored. Drawing on 21 interviews and a cross-national survey of 256 brand communicators, this study investigates the challenges of adopting transmedia storytelling, the industry categories perceived as most suited, and whether obstacles vary across sectors or are broadly consistent. Findings suggest that the most significant barriers tend to arise from external and organisational constraints rather than creative limitations. Although obstacles were largely consistent, sectors such as fashion, health and beauty revealed distinct implementation challenges, while categories like automotive and education showed more uniform patterns. Informed by these findings, the Transmedia Brand Storytelling Model for Practice is reframed to emphasise the organisational and relational conditions shaping the practice in contemporary brand communication.

Details

Title: Clear Benefits, Complex Barriers: Brand Communicators’ Perspectives on Transmedia Storytelling
Authors: Richie Barker (Corresponding Author) - Deakin University
Karen E. Sutherland - University of the Sunshine Coast
Rory Mulcahy - University of the Sunshine Coast
Publication details: Journal of Creative Communications, Vol.Advanced access
Publisher: Sage Publications India Pvt. Ltd.
DOI: 10.1177/09732586261435031
ISSN: 0973-2594
Copyright note: © 2026 The Author(s). This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
Organisation Unit: School of Business and Creative Industries
Language: English
Record Identifier: 991222743402621
Output Type: Journal article

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