Dentsu Creative has announced the launch of a branded content and entertainment offering and an investment fund focused on financing original gaming, scripted and unscripted TV and film content. The core of the new unit is Dentsu’s previous Entertainment business, The Story Lab.
The firm says the new and improved operation includes 200 entertainment specialists across 13 markets and is designed to help brands act as “revenue-generating entertainment companies in their own right.”
The operation will be led by Juan Woodbury, as Global Head of Branded Content & Entertainment, based in Chicago, to work in partnership with Cathy Boxall, previously The Story Lab’s global managing director.
Previously Woodbury oversaw branded content and entertainment program development for FCB and before that Leo Burnett. He has produced broadcast work for brands including Samsung, Coca-Cola, Nintendo and Disney.
As the Global Head of the Content Business, Boxall, who is based in London, will be responsible for the business and commercial opportunities for clients within Dentsu Creative and through the group’s global media agencies outside of Japan, including Carat, iProspect and dentsu X.
Boxall will connect distribution networks, Media, Creative and Production partners.
The investment fund will be available to Game Creators, Talent, Clients and Media partners to develop new original productions across their focus areas. During its operation, under The Story Lab, Dentsu and Dentsu Gaming launched original gaming, TV and podcast properties, and produced and funded original entertainment content for platforms including Netflix, Amazon and Discovery, including producing the Emmy-nominated HBO Max series ‘The Cost of Winning’ with P&G Studios.