Dentsu Creative ANZ launches entertainment offering led by ex-UNILAD EP Liam Bagnall

Dentsu Creative ANZ has appointed Liam Bagnall, former executive producer for UNILAD Group, as creative director for its entertainment offering, in a pivotal move as the agency looks to deliver modern creativity and create culture for clients.

In his new role as creative director, Bagnall will provide clients with access to Dentsu Creative’s worldwide studio footprint, pioneering craft and technology capabilities, and a roster of production partners and independent creators.

Dentsu Creative’s entertainment offering provides local game creators, talent, clients and media partners the opportunity to develop new original productions across their focus areas, enabling Entertainment to act as growth solution and generate new revenue streams.

Bagnall brings more than two decades of experience in entertainment to Dentsu Creative, including time working with Jon Bon Jovi to document charity work for the people of New York, and four years with UNILAD Group where he wrote and directed long-form content for television and social media. Bagnall has an extensive background in documentary making and publishing, as well as developing, writing, and directing football, eSports, and comedy content for social, linear, and branded campaigns. This year, he will be taking his ‘Sounds Like’ show, the only comedy panel show that’s all about rhyme, to the Edinburgh Fringe Festival.

Says Kirsty Muddle, CEO, Dentsu Creative: “We know our clients are always looking for new ways to strengthen their connection with their audience, so we’re expanding and investing in the areas that will best turn strategy into engaging storytelling across every platform. Entertainment is about creating culture, not borrowing it, which lives at the heart of how we deliver modern creativity.

“Liam started his career in film at the same time YouTube and Facebook were just introducing themselves to the world. He fundamentally knows how to create content that creates culture and resonates with people, making him the perfect appointment to spearhead our ANZ push into this space and help take our clients into the never before.

“Liam’s previous experience and his passion for creating work that doesn’t just tap into the cultural zeitgeist, but actively shapes it and drives a conversation forward, makes him the right person to help drive what modern creativity looks like in this region.”

Says Bagnall: “I am so excited to be here at DENTSU CREATIVE and help invent the future with this wonderful, smart group of people who are fundamentally focused on delivering results for clients in a smart, future-focused way.

“In today’s environment, consumers are saturated with so many messages, across every device, becoming increasingly desensitised to traditional branded messaging. Marketers need to ask themselves ‘how do I make people truly open to engage?’ Part of the answer is the right content delivered and optimised on the right platform. But part of it is also working to ensure the messages we communicate are welcomed, offering consumers something in return for receiving a branded message. My role will be to ensure clients are unlocking the most engaging, fit-for-purpose, entertaining content, that delivers results for their brands.”

Dentsu Creative’s entertainment offering will look to create projects that encompass everything from behind-the-scenes extras to merchandise, live events, and music soundtracks. Bagnall will be joining a team of 200 entertainment specialists in offices around the globe, led by Grammy Award winning Juan Woodbury and former NBC Universal and Walt Disney Company executive, Cathy Boxall, global head of content business for dentsu Media agencies. Together the team will offer seamless integrated solutions to clients.

Says Fred Levron, global chief creative officer, Dentsu: “We want Dentsu Creative to be the first choice for clients looking to operate in the entertainment space. With this new offering, we will help brands act as entertainment companies that also happen to sell snacks, drinks, or fashion.”

Globally, Dentsu Creative Entertainment has launched industry-leading original gaming, TV and podcast properties, and produced and funded original entertainment content for platforms including Netflix, Amazon and Discovery, including producing the Emmy-nominated HBO Max Series ‘The Cost of Winning’ with P&G Studios.