Dentsu Philippines debuts 'dentsu studios' for integrated brand content

Dentsu Philippines has launched "dentsu studios", a new integrated production and content environment designed to help brands create, adapt and activate content more quickly as digital platforms, consumer behaviours and commerce continue to converge.

The new offering combines production facilities with the agency network's capabilities in strategy, influencer marketing, audience intelligence and live commerce, allowing brands to manage everything from livestreams and creator collaborations to campaign shoots and always-on social content through a single partner.

The launch comes as marketers face growing pressure to deliver content at greater speed while tailoring creative to the platforms where audiences increasingly discover, engage with and purchase products. Dentsu studios has been developed to bring together creativity, technology and commerce within one connected ecosystem.

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JC Catibog, CEO of dentsu Philippines, said the move reflects changing client expectations as marketing disciplines become increasingly interconnected.

"Brands do not experience their challenges in silos, and increasingly they do not expect solutions in silos either. As content, influence, commerce and experience become more closely intertwined, we have continued to invest in capabilities that help our clients navigate those intersections more effectively. Dentsu studios is a natural progression of us bringing together capabilities that have long existed across our network into a more connected experience for brands to be more responsive to how consumers engage, discover and shop today," he said.

According to the agency, dentsu studios has already supported several pilot content and commerce initiatives. One early project with Comfoods combined live commerce with integrated strategic and creative support to help convert audience engagement into commercial outcomes.

The studio has also worked with a range of international and local brands, including Samsung, Glico, El Real, Uratex and Alaska, showcasing how integrated content experiences can support customer engagement across multiple touchpoints.

Julia Pronstroller-Gallardo, executive digital director and digital experience head at dentsu Philippines, said the breadth of brands adopting the new model highlights a broader shift in marketing rather than the needs of any single industry.

"The diversity of brands already engaging dentsu studios, from global marketers to local household names, tells us that this is not a category-specific challenge. Whether it is a live commerce activation or a creator-led campaign, the strongest results come when production is informed by audience understanding, platform behaviour and clear business objectives from the outset. The early successes we have seen reinforce the value of a more integrated approach, where content creation is connected to influence, commerce and audience engagement from day one," she said.

The launch also expands dentsu Philippines' capabilities in live commerce and creator-led marketing, areas where brands are increasingly seeking interactive, participatory content that aligns with evolving digital consumption habits.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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