Dentsu partners with Iconic Arts to develop entertainment IP driven by data, signaling a shift from campaigns to cultural assets.
Dentsu is strengthening its bet that the future of marketing lies not in campaigns, but in culture.
Through a growing partnership with Iconic Arts, Dentsu Entertainment is positioning brands to build long-term entertainment properties rather than one-off media executions. The companies spotlighted their collaboration during the BrandStorytelling program at the recently concluded Sundance Film Festival, where they discussed the rise of intellectual property creation as a core marketing strategy.
At the center of the partnership is Iconic Arts’ IP-IQ platform, a data intelligence system designed to inform creative development before production begins. The platform analyzes audience targeting, distribution strategy and long-term franchise potential, aiming to reduce risk and increase cultural relevance.
Angela Johnson, executive vice president and global client president at Dentsu, said modern marketing increasingly requires building entertainment assets that can be invested in over time and integrated into broader cultural conversations.
As media consumption fragments and social platforms become primary entertainment hubs, brands are seeking original content that extends beyond sponsorships or influencer collaborations. The Dentsu–Iconic Arts partnership reflects that shift toward scalable, ownable intellectual property.
Dentsu has previously explored similar territory, including a collaboration with GeekOut and Kodansha Creators’ Lab around Roblox-based content, as well as its House of Creators initiative focused on IP integration and expansion.
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Iconic Arts was founded by Steven Haddadian, Alec Roth, Jack Sheehan, Mo Yazdani and Aric Jain, with backing from screenwriter Eric Roth and musician Will.i.am. The company received a strategic investment last year from Japanese conglomerate Suntory.
The partnership underscores a broader industry pivot: in a crowded media environment, brands are looking to own stories — not just sponsor them.
