Chris Hassell's agency, Ralph, notes a shift in branded entertainment from niche to essential, as brands increasingly see the value of collaborating with entertainment creators. This year at Cannes, prominent discussions highlighted the investment brands are making in transforming their marketing strategies. Dentsu announced its global focus on connecting culture with commerce, while experts emphasized the importance of culturally impactful content. As traditional advertising declines, brands must adapt by creating engaging, trusted content that resonates with audiences and distinguishes them in the crowded marketplace.
What is exciting for us now as an entertainment brand is that we're now able to speak to marketers about things we can partner up for and work collaboratively on instead of 'hey there, do you have a brief for us, do you have some budget for us please, can we dance the usual dance,' said Hassell.
In this algorithmic era, truly culture-defining content or IP is what gains cut-through and drives commercial impact. Now clients can make a single call and activate across the word and through all formats of entertainment, gaming and sports.
Branded entertainment is one of the few ways left to build distinction to make something people choose to engage with, not scroll past, said James Kirkham, co-founder of brand consultancy Iconic.
Our expansion this week is really about bringing together our offerings for brands and rights holders at a time when everyone wants to connect culture to commerce.
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