Dentsu pushes brands to treat entertainment as its own budget line
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.
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 · Seb Joseph · read the original.
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