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.
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.
DENTSU CREATIVE CEO Kirsty Muddle said: “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."
Liam Bagnall said: “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."
Fred Levron, Dentsu’s Global chief creative officer, said: “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.”
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