Observed Signal · Jun 22, 2026 · Opinion / Analysis · Source: AdAge · Impact: 1/5 · Sentiment: Neutral
Brands Must Think Like Entertainment Companies
In an opinion piece for Ad Age, Will Trowbridge argues that brands should adopt entertainment-first strategies to better engage audiences, build loyalty and differentiate in crowded feeds. The author observes that ad-heavy experiences (noting Instagram Stories where over half the experience felt like ads) encourage skipping, and contends that treating brand marketing as memorable entertainment — through storytelling, creator collaboration and content experiences — can increase attention and long-term brand value. The article is a strategic commentary rather than a product or policy announcement.
Strategic opinion piece about creative and content strategy; relevant to brand and creative planning but contains no major platform policy, product launch, funding, or regulatory news.
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Key Takeaways & Evidence Grounding
- Ad Age published an opinion article by Will Trowbridge on 2026-06-22 arguing brands should think like entertainment brands.
- The piece claims entertainment strategies help brands engage audiences more deeply, drive loyalty and stand out in crowded markets.
- The author notes that while browsing Instagram Stories he observed that more than 50% of the experience was ads, most of which he skipped.
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Brands Relearn: Entertain First, Advertise Second
Brands including SharkNinja, Gap, Mattel, LVMH and Arsenal are shifting from short-term performance advertising toward entertainment-led content, building episodic series, in-house studios, and longer creator relationships. The piece cites Sprout Social’s 2026 content strategy report showing episodic series as marketers’ top social priority, influencer data indicating most brand-creator deals are short-lived (many one-offs), and measurement studies from Dentsu and others that stress voluntary attention and diminishing returns after ~20 seconds. Contributors and consultants quoted warn that decades of optimization for clicks has devalued creative work and that sustained, owned content approaches compound brand effects over time.
Feeds Become Entertainment, Marketers Rethink Social
Social platforms are shifting from 'digital town squares' to short-form entertainment hubs, forcing marketers to change creative strategies, production processes and success metrics. Brands are producing platform-native entertainment (branded sitcoms, game shows, microdramas) and repurposing long-form content into short clips. Examples in the piece include Smoothie King building “hundreds of assets,” Health‑Ade shifting media toward TikTok and Mars-owned pet brands Cesar and Sheba prioritizing entertainment-minded content. Agencies and vendors such as Mod Op are measuring cultural resonance and brand-health metrics over traditional follower or impression counts. The article cites industry data showing social video ad spend growth outpacing CTV and notes platform moves toward vertical video (Netflix, Disney+) and new entertainment-focused hires (Gap’s Pam Kaufman). Published June 1, 2026, the report frames this as a broad industry trend affecting creative production, media planning and measurement approaches.
Brands Should Embrace Unscripted Entertainment
An ADWEEK House Cannes Lions panel co-hosted with EightPM debated how brands can drive cultural impact by prioritizing entertainment value, creator collaboration, and structured experimentation over rigid messaging control. Panelists — including CMOs and brand leaders from Nespresso, MLS, Mastercard, Yahoo, Netflix and Kenvue — argued that long-form entertainment holds substantial audience attention but requires different measurement approaches and longer time horizons for memory and fandom to form. Speakers recommended dedicating an experimentation budget, partnering closely with creators and production studios, and educating internal stakeholders on the financial value of brand integrations. Netflix cited System One testing where its collaborative brand work ranked in the top 1% for brand lift and top 16% for predicted purchase intent as evidence that creative risk can deliver both brand and performance outcomes.
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