Inside Dentsu’s plan to make entertainment a part of every brand’s budget
Dentsu's global head of entertainment, Cathy Boxall, outlines the company's strategy to integrate entertainment into brands' budgets, driven by the increasing demand for branded content and the growing appetite of entertainment industry players for brand partnerships. This shift is fueled by the rise of social media and the decreasing cost of producing short-form content, making it more accessible for brands to invest in entertainment initiatives.
Original reporting · digiday.com
Read “Inside Dentsu’s plan to make entertainment a part of every brand’s budget” at Digiday →How this was written. GMS Agency Desk wrote this article with a language model from Digiday’s reporting (model: @cf/ibm-granite/granite-4.0-h-micro); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Digiday’s report
- Dentsu is positioning itself as a global entertainment agency, with the potential to become the global entertainment agency for any brand, a concept that was once considered far-fetched.
- The entertainment industry is becoming more open to taking on brand money due to its financial constraints and the rise of social media, which has opened up new avenues for branded content.
- Dentsu has already produced and financed the upcoming Angry Birds Three film, with two clients integrated into the project, demonstrating its ability to bring opportunities to clients first to market with exclusive integrations and partnership opportunities.
From the source
Why Dentsu thinks entertainment is the next agency account up for grabs.