Dentsu’s entertainment arm Dentsu Entertainment has announced an exclusive, multi-year partnership with LA-based creator studio Made By Us Studios, part of digital talent management firm Made By All. The agreement was unveiled at Cannes Lions.
The partnership is designed to develop and produce original creator-led entertainment across scripted, unscripted and animated formats, with a focus on building new shows, films and formats with leading digital talent. It also introduces a model in which brands can participate in intellectual property from its earliest development stages.
Cathy Boxall, global head of entertainment at Dentsu (pictured), said: “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.”
Leanne Perice, founder and CEO of Made By All and Co-CEO of Made By Us Studios, added: “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. 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.”
Tanya Cohen, co-CEO of Made By Us Studios, said: “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. 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 and is part of Dentsu Entertainment’s broader push into branded entertainment and IP development, including prior co-productions such as The Golden Pear Affair. America’s first brand co-produced feature-length microsoap, with P&G Studios and the Native brand.
The agreement takes effect immediately, with the first joint productions expected to launch later in 2026.
