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# Dentsu pushes brands to treat entertainment as its own budget line
- URL: https://www.medianexis.com/dentsu-pushes-brands-to-treat-entertainment-as-its-own-budget-line/
- Published: 2026-10-18T17:47:04.000Z
- Updated: 2026-10-18T17:47:04.000Z
- Description: Digiday’s Seb Joseph reports that Dentsu’s global entertainment head Cathy Boxall wants brands spending bigger sums on branded entertainment, calling it a flywheel built off Dentsu’s investments in IP.
- Author: The Signals Desk
- Tags: Agencies, Seb Joseph, Dentsu entertainment line on brand budgets

**Why it matters.** Rival holding companies, talent agencies and studios are chasing the same brand budgets, so Dentsu’s early investor position in IP gives it exclusive first access that competitors lack.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Seb Joseph*](https://www.medianexis.com/tag/by-seb-joseph/) *·* [*read the original*](https://digiday.com/marketing/inside-dentsus-plan-to-make-entertainment-a-part-of-every-brands-budget/?ref=medianexis.com)*.*