• by Wayne Friedman , April 16, 2025

With Jimmy Fallon, its late-night show host, NBCUniversal will be launching a marketing/branding competition TV series -- “On Brand With Jimmy Fallon.”

The unscripted TV show will see Fallon starting up a marketing agency staffed by up-and-coming brand creative personnel. They will work with major brands in need of a big idea for a "high-priority" campaign -- from creating jingles to activations to producing the most commercials and merchandise.

The show is based on Fallon’s experience and expertise working with marketing partnerships over the years from advertising categories including automotive, insurance, apparel, gaming and technology industries.

Initial brand partners for the show will include Captain Morgan, Dunkin’, KitchenAid, Marshalls, Pillsbury, Samsung, Sonic Drive-In, Southwest Airlines and Therabody. Samsung will sponsor the “On Brand Agency’s” headquarters.

The show has recruited veteran marketing executive Bozoma Saint John, as chief marketing officer of the On Brand Agency.

Saint John has been the chief marketing officer of Netflix from August 2020 to March 2022. Before that she had senior brand/marketing positions at Apple Music, Uber and talent agency, Endeavor.

One final marketing effort -- the best idea -- will reward the creative participant with a cash prize.

In the past, NBCUniversal has aired similar focused business-competition shows including “The Apprentice” and “Celebrity Apprentice.”