The modern marketing landscape emphasizes the importance of brands integrating with cultural narratives. According to a recent survey, an overwhelming majority of Chief Marketing Officers (CMOs) recognize that being part of culture is crucial for brand success. Additionally, a significant number agree on the value of creating entertainment properties as a core strategy. In this era of decentralized communication, the focus has shifted towards producing content that resonates deeply with audiences.

dentsu Entertainment, a distinguished division within the Dentsu Group, leverages its extensive experience in global entertainment and sports to craft meaningful connections between brands and consumers. This specialized unit strategically invests in and manages influential intellectual properties while forming enduring partnerships with leading entertainment entities across continents. The dentsu Entertainment Playbook, developed by the team in Greater North Asia, harnesses audience interests and emotional ties to deliver comprehensive entertainment marketing experiences. By linking entertainment content with community engagement, dentsu Entertainment enhances the diverse value and market impact of brands, expanding their cultural influence.

In response to varied marketing demands, dentsu Entertainment has introduced the dentsu Entertainment Compass, a holistic framework designed to streamline integrated entertainment marketing. This toolkit encompasses various components such as task prioritization, IP screening, brand entertainment solutions, creative empowerment, and project management. Grounded in robust theory, the Compass outlines detailed methodologies, particularly through six distinct Brand Entertainment Solutions, each tailored to meet specific brand needs. By merging creativity with cutting-edge technology, dentsu Entertainment creates immersive narrative spaces that deepen the emotional bonds between consumers and brands.

dentsu Entertainment stands at the forefront of international entertainment and sports marketing, enabling brands to establish a strong presence across multiple sectors. From film and variety shows to music, gaming, animation, sports, celebrity engagement, and local cultures, dentsu consistently builds exclusive entertainment assets for brands, enhancing their visibility and cultural relevance. Utilizing advanced technology and data-driven insights, dentsu blends creativity and innovation to connect brands with the global entertainment network. Within Greater North Asia, dentsu has successfully established a region-specific entertainment ecosystem, driving impactful marketing initiatives. This commitment to transformative creativity allows brands to engage audiences and spark cultural dialogues, fostering sustained business growth and a sustainable future for entertainment marketing.