Dentsu Entertainment, dentsu’s global specialist entertainment division, has signed an exclusive, multi-year partnership with Made By Us Studios, the creator-led studio of industry leading digital talent management firm Made By All. The partnership has come together to develop and produce original, creator-led shows, films and new entertainment formats built around today’s most influential talent. The parnetship was unveiled at Cannes Lions 2026, the partnership gives brands a new route to engage with audiences through the entertainment they seek out.
The deal is the latest move by Dentsu Entertainment to build solutions at the meeting point of brands and culture, working with leading creative organizations to invent new formats and original IP. The audiences brands most want to reach are spending their time with creators and the content they make; content which travels across platforms and markets organically and at speed. Made By Us Studios is pushing creator-led entertainment that arrives with built-in audiences, and as part of this new partnership, dentsu entertainment will help brands find a natural role inside it.
“Audiences have moved, Cathy Boxall, Global Head of Entertainment at dentsu. “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.”
Under the partnership, the two companies will develop, produce, and distribute original creator-led entertainment across scripted, unscripted and animated formats, with brands able to partner into that IP from the first idea rather than buying space around it once it exists. Dentsu entertainment and Made By All will take the offer to market together across dentsu’s network and will open it up in new markets over the life of the agreement.
“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,”said Leanne Perice, Founder and CEO of Made By All and Co-CEO of Made By Us Studios. “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.”
The partnership, co-developed by dentsu’s EVP, Entertainment, IP Strategy & Financing, Geneva Wasserman, is the latest in a run of moves by dentsu entertainment to help brands build and own entertainment, not just advertise around it. In February, dentsu entertainment co-produced The Golden Pear Affair, America’s first brand co-produced feature-length “microsoap”, with P&G Studios and the Native brand.
“Made By Us Studios was built to bridge the gap between the creator economy and Hollywood” said Tanya Cohen, Co-CEO of Made By Us Studios “We partner with creators to develop premium entertainment that starts with audience, community, and cultural relevance from day one. 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 goes live immediately, with the first joint productions expected later in 2026.
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‘ Some details of this article were extracted from the following source deadline.com ’
