Somewhere down the line, a brand will probably hire Dentsu as its global entertainment agency, with a brief that has nothing to do with the creative or media accounts. That would have sounded far-fetched a couple of years ago. The branded entertainment hype has kept going for long enough now that it no longer does.
It started with people getting rather good at ignoring ads, which pushed brands toward making things they chose to watch. Handily, the entertainment industry is short of cash and far less sniffy about taking a brand’s money than it once was. Social media has opened that door wider. Feeds that once showed a friend’s holiday snaps now run on shows made by creators that cost a fraction of a typical TV series.
Cathy Boxall brokers plenty of those deals as the global head of entertainment at Dentsu, and wants brands to hand over bigger ones. “I really think they should be doing more of that,” said Boxall.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.