Inside Dentsu’s plan to make entertainment a part of every brand’s budget
Why Dentsu thinks entertainment is the next agency account up for grabs.
Dentsu, the global entertainment agency, aims to integrate entertainment into every brand's budget, a concept that once seemed unlikely. This strategy has gained traction as consumers have grown adept at ignoring traditional ads, leading brands to invest in content they actively choose to consume. The entertainment industry's financial constraints and its willingness to accept brand funding have further facilitated this shift.
The rise of social media has amplified this trend, as platforms populated by user-generated content, often created by cost-effective creators, have become increasingly prevalent. Cathy Boxall, who oversees Dentsu's global entertainment efforts, advocates for brands to allocate a more significant portion of their budgets towards such initiatives.
"I really think they should be doing more of that," Boxall asserts, underscoring the agency's confidence in the potential of entertainment to capture brand audiences.
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