Dentsu and Made By Us develop original creator IP

The partnership brings together Dentsu Entertainment, the group's global entertainment division, and Made By Us Studios, the production arm of talent management company Made By All

Dentsu Entertainment has entered an exclusive multi-year partnership with Made By Us Studios to develop and produce creator-led entertainment projects, giving brands an opportunity to participate in original intellectual property from the earliest stages of development.

Announced at the Cannes Lions International Festival of Creativity, the agreement will see the two companies collaborate on original shows, films and entertainment formats built around digital creators and their audiences.

Partnership focuses on creator-led entertainment

The partnership brings together Dentsu Entertainment, the group's global entertainment division, and Made By Us Studios, the production arm of talent management company Made By All.

The companies plan to develop, produce and distribute scripted, unscripted and animated content, while creating opportunities for brands to become involved in projects during development rather than through traditional advertising placements after production.

According to the companies, the model reflects changing audience behaviour, with consumers increasingly spending time with creators and creator-led content across multiple platforms.

Made By All expands entertainment ambitions

Founded in 2017 by Leanne Perice, Los Angeles-based Made By All represents a range of digital creators and has expanded its focus into entertainment production through Made By Us Studios.

The studio is led by Leanne Perice and Tanya Cohen, with strategic support from Ondre Seltzer and Eric Bromberg.

Under the agreement, Dentsu Entertainment and Made By Us Studios will jointly take the offering to market through Dentsu's global network and expand it into additional markets over time.

Dentsu highlights shift in audience attention

Cathy Boxall, Global Head of Entertainment, dentsu: "Audiences have moved. They are spending their time with creators and the shows those creators make, and that is where the most valuable attention now sits. Made By Us Studios is one of the best in the world at turning that talent into proper entertainment, with the audience already built in. Bringing them together with dentsu means we can help brands co-create shows, films and formats people actually want, rather than only buying their way into a feed."

Creator economy drives new production model

Leanne Perice, Founder and CEO, Made By All and Co-CEO, Made By Us Studios: "For years, we've believed that creators would become the next generation of entertainment companies, moving beyond the role of talent to serve as owners, producers, and builders of scalable IP."

Leanne Perice: "That's the vision behind Made By Us Studios and what we call 'Creator Hollywood.' Today's most influential creators aren't waiting for traditional systems to greenlight their ideas; they're bringing massive, highly engaged communities with them and creating demand before a project is ever made. By partnering with dentsu, we're creating a new model where brands can participate in that process from the beginning, helping bring creator-led stories, worlds, and franchises to life."

Expansion of Dentsu's entertainment strategy

Tanya Cohen, Co-CEO, Made By Us Studios: "Made By Us Studios was built to bridge the gap between the creator economy and Hollywood. We partner with creators to develop premium entertainment that starts with audience, community, and cultural relevance from day one."

Tanya Cohen: "The traditional model has always been to build a show and then find an audience. We believe the future works in reverse. Creators already have passionate communities who want to follow them across formats. Partnering with dentsu allows us to scale that vision globally."

The partnership was co-developed by Geneva Wasserman, EVP, Entertainment, IP Strategy & Financing at dentsu, and forms part of the company's broader strategy to help brands develop and own entertainment properties.

Earlier this year, Dentsu Entertainment co-produced The Golden Pear Affair, a feature-length branded production created with P&G Studios and Native. The first projects developed under the Made By Us Studios partnership are expected to launch later in 2026.

www.dentsu.com

www.madebyusstudio.com

Follow Marketing Report on LinkedIn