Dentsu Creative names Liam Bagnall to lead new entertainment offering
Dentsu Creative ANZ has appointed Liam Bagnall as creative director for its entertainment offering. He joins from Unilad Group, where he was the executive producer.
The appointment of Bagnall signals Dentsu Creative’s local push into the entertainment space. With the new offering, local game creators, talent, clients and media partners will be provided with the opportunity to develop new original productions across their focus areas.
Liam Bagnall
Globally, Dentsu Creative Entertainment has produced and funded original entertainment including the HBO Max series ‘The Cost of Winning’. The projects encompass behind-the-scenes extras, merchandise, live events, and music soundtracks.
In his new role, Bagnall will oversee client access to Dentsu Creative’s studio footprint, boost the agency’s craft and technology capabilities, and liaise with a roster of production partners and independent creators.
Bagnall has a background in documentary making and publishing, as well as developing, writing, and directing football, eSports, and comedy content for social, linear, and branded campaigns.
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.
“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.”
Bagnall added: “In today’s environment, consumers are saturated with so many messages, across every device, becoming increasingly desensitised to traditional branded messaging.
“Marketers need to ask themselves ‘how do I make people truly open to engage?’ Part of the answer is the right content delivered and optimised on the right platform.
“But part of it is also working to ensure the messages we communicate are welcomed, offering consumers something in return for receiving a branded message.”
Last August, Dentsu Creative found its first chief creative officers in Avish Gordhan and Mandie van der Merwe.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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