Dentsu wants brands to budget for entertainment like media.
Dentsu's global head of entertainment, Cathy Boxall, brought client briefs to Mipcom and wants brands to fund bigger branded-entertainment deals. Dentsu is producer, financier and lead marketer on the upcoming Angry Birds Three film, with two clients placed inside it.
Why it matters
Branded entertainment is moving from side project to a line item agencies will pitch for.
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