Future of Marketing Briefing: How agencies are betting on entertainment to survive

June 05, 2026

By Seb Joseph Chris Hassell launched Ralph in 2010 wanting to make cool things and get paid for it. Fifteen years of running an independent shop in advertising made that harder than it sounds. Now he thinks he’s found a way through.

The way Hassell sees it, entertainment is the one part of the creative business that can’t be procured, optimized or automated. You can’t put a kids’ TV show through a procurement process the way you can a display campaign. You can’t performance-market your way to a hit. And whatever AI does to production costs, it can’t generate the rights, the talent relationships or the distribution that a genuine entertainment property requires.This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this. …read more

Source:: Digiday