Dentsu Entertainment and Made By Us Studios have entered into an exclusive multi-year partnership to develop and produce creator-led entertainment, offering brands a chance to become part of original content from the earliest stages of development.
The collaboration, announced at Cannes Lions 2026, brings together Dentsu Entertainment, dentsu’s global specialist entertainment division, and Made By Us Studios (MBU), the creator-led studio of digital talent management company Made By All (MBA). Together, the companies plan to create and distribute original shows, films and new entertainment formats built around some of the world's most influential creators.
The partnership reflects a growing shift in audience behaviour, with creators increasingly becoming the focal point of entertainment consumption across platforms. By combining MBU’s creator ecosystem with dentsu’s brand and entertainment expertise, the alliance aims to help brands move beyond traditional advertising and play a role in shaping entertainment itself.
Founded in 2017 by Leanne Perice, Los Angeles-based Made By All represents a roster of highly followed digital creators and has expanded into premium entertainment production through Made By Us Studios. The studio is led by Perice alongside Co-CEO Tanya Cohen, strategic advisor and board member Ondre Seltzer, PhD, and strategic advisor Eric Bromberg.
Under the agreement, the two companies will jointly develop, produce and distribute creator-led intellectual property across scripted, unscripted and animated formats. Unlike conventional sponsorship models, brands will be able to integrate into projects from the concept stage, allowing them to participate in the creation of entertainment rather than simply advertising around it.
The offering will be rolled out through dentsu’s global network and expanded into additional markets over the course of the partnership.
Commenting on the collaboration, Cathy Boxall, Global Head of Entertainment at dentsu, said audiences are increasingly spending their time with creators and the content they produce, making creator-led entertainment a valuable avenue for brand engagement. She added that the partnership would help brands co-create entertainment experiences that audiences actively seek out.
Leanne Perice, Founder and CEO of Made By All and Co-CEO of Made By Us Studios, said creators are evolving into entertainment businesses in their own right, building audiences before projects are even developed. She noted that the partnership with dentsu would create a new model that enables brands to support creator-led stories, franchises and intellectual property from the outset.
Tanya Cohen, Co-CEO of Made By Us Studios, said the studio was established to bridge the gap between the creator economy and Hollywood. She added that creators bring highly engaged communities that can follow them across multiple formats, and the partnership with dentsu would help scale that vision globally.
The alliance was co-developed by Geneva Wasserman, dentsu’s EVP, Entertainment, IP Strategy & Financing, and marks another step in dentsu entertainment’s broader strategy of helping brands build and own entertainment properties. Earlier this year, the company co-produced The Golden Pear Affair, described as America’s first brand co-produced feature-length “microsoap”, alongside P&G Studios and Native.
The partnership takes effect immediately, with the first joint productions expected to be announced later in 2026.
