Dentsu Entertainment Partners With Iconic Arts To Explore New Storytelling Techniques

The collaboration aims to leverage data-driven IP creation to build emotionally resonant narratives across entertainment platforms.

Published on Feb. 26, 2026

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Dentsu Entertainment, a leading global advertising agency, has announced a strategic partnership with Iconic Arts, a transmedia storytelling company. The collaboration will focus on developing original intellectual property (IP) that seamlessly integrates brands into emotionally resonant narratives across gaming, television, film, and merchandising. Iconic Arts' proprietary data intelligence platform, IP-IQ, will guide the creative development, audience targeting, and platform selection to minimize risk and maximize scalability.

Why it matters

This partnership signals a broader trend in the advertising and entertainment industries, where brands are increasingly investing in long-term entertainment IP and transmedia franchise development to build deeper connections with consumers. The collaboration between Dentsu and Iconic Arts highlights the growing importance of data-driven IP creation, particularly in the anime and serialized entertainment genres, which have seen a surge in global popularity.

The details

The partnership will leverage Iconic Arts' expertise in transmedia storytelling and Dentsu's Japan-US Synergy initiatives to facilitate the development of IP that resonates across cultures. Iconic Arts' proprietary data intelligence platform, IP-IQ, will guide the creative process, audience targeting, and platform selection to minimize risk and maximize scalability. The collaboration was recently highlighted at the Sundance Film Festival's BrandStorytelling program, underscoring the industry's growing interest in this approach.

  • The partnership between Dentsu Entertainment and Iconic Arts was announced on February 19, 2026.
  • Iconic Arts was founded in 2023 with offices in Los Angeles and Tokyo.

The players

Dentsu Entertainment

A leading global advertising agency that is partnering with Iconic Arts to explore new storytelling techniques.

Iconic Arts

A transmedia storytelling company founded in 2023 that specializes in developing original IP through data-driven approaches.

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What they’re saying

“The partnership between Dentsu and Iconic Arts is a significant step forward in the convergence of advertising, entertainment, and technology. By leveraging data-driven IP creation, we can build emotionally resonant narratives that seamlessly integrate brands and create lasting value for consumers.”

— Chris Heatherly, Entertainment Executive

What’s next

The partnership between Dentsu Entertainment and Iconic Arts is expected to result in the development of several new IP projects that will be announced in the coming months.

The takeaway

This collaboration highlights the growing importance of data-driven, transmedia storytelling in the advertising and entertainment industries. By integrating brands into emotionally resonant narratives across multiple platforms, companies can build deeper connections with consumers and create lasting brand value.