The 2024 Global CMO Survey conducted by dentsu reveals that a notable 88% of CMOs agree it is more important than ever for brands to be a part of culture, while 78% agree creating Entertainment properties is important to their marketing strategy.
In today’s decentralized landscape, the focus of brand communication has shifted to crafting engaging content that connects with audiences.
Dentsu Entertainment, part of the Dentsu Group, inherits the rich heritage and expertise from the Group in the global entertainment and sports arenas. This specialized team channels investments into and oversees globally significant IPs, while also building long-lasting strategic partnerships with leading entertainment companies across Europe, the Americas, Japan, and China.
Presenting the dentsu Entertainment Playbook, crafted by the dentsu Entertainment team in Greater North Asia, which draws on the interests and emotional connections of audiences to create integrated entertainment marketing experiences for brands.
The Playbook allows dentsu Entertainment to connect entertainment content with community engagement, elevating the diverse value and market impact of brands, while also broadening the cultural and entertainment influence.
In response to the brand’s varied entertainment marketing demands, dentsu Entertainment has formulated the dentsu Entertainment Compass, a framework that offers an all-in-one toolkit for integrated entertainment marketing, including Task Prioritization, an IP Screening Engine, Brand Entertainment Solutions, Creative Empowerment, and Project Management, among others.
The dentsu Entertainment Compass is underpinned by a strong theoretical basis and outlines detailed ways of working, notably the six Brand Entertainment Solutions that create distinctive strategic options for the entertainment marketing of different brands.
Fusing creativity and technology, dentsu Entertainment creates an immersive narrative space for brands, delivering one-of-a-kind entertainment content and experiences that deepen the emotional connections between consumers and brands.
Dentsu Brand Entertainment Solutions:
As a trailblazer in international entertainment and sports marketing, dentsu Entertainment empowers brands to establish a profound presence across diverse sectors such as film, variety shows, music, gaming, animation, sports, celebrity engagement, and local cultures. Revolving around culture, dentsu Entertainment consistently builds exclusive entertainment properties for brands, enriching their visibility and cultural relevance within the community.
In parallel, dentsu Entertainment harnesses state-of-the-art technology and data-driven insights, blending its distinctive creativity and innovative approaches in the entertainment realm to connect brands with the global entertainment network. Within Greater North Asia, dentsu Entertainment has successfully created a region-specific entertainment ecosystem that has facilitated the rollout of several impactful and popular marketing initiatives in recent years.
Britney Pai, the Head of Entertainment of GNA at dentsu, shared, “Over the years, Dentsu Group has ingrained entertainment and sports into its service model, creating a global impact for businesses, brands and people’s lives. Our vision is to harness our heritage to create a dynamic growth driver for our clients in the Greater North Asia cluster. As a B2B2S company, we look to achieve lasting growth alongside our partners and society, while also creating a sustainable landscape for the future of entertainment marketing.”
Dentsu’s commitment to entertainment marketing has been pivotal in delivering Transformative Creativity, allowing brands to connect with audiences and spark cultural conversations, which has contributed to sustained business growth.
Interested in exploring the dentsu Entertainment Playbook and its offerings in brand entertainment? Get in touch with the dentsu Entertainment team.
EntertainmentGNA@dentsu.com
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