Hiroshi Igarashi, President and Global CEO of Japanese advertising giant Dentsu Group Inc., said the company's new collaboration with PGA of America shows Dentsu is a company that "understands how to balance tradition with transformation."
Dentsu entertainment, a division of Dentsu Group Inc, announced in February that it will create an animated sports film franchise with PGA of America and producer John Cohen.
"Many firms have succumbed to large-scale takeover in recents years, and these transactions have not yielded the long-term value creation that was promised," Igarashi told Lone Star Standard. "It has often led to a loss of the strategic patience and craftsmanship that made those companies great in the first place."
"This is why our clients trust us—not just as a marketing firm, but as a growth partner that understands how to balance tradition with transformation," Igarashi said.
The animated film project will feature golf as a central theme within a fictional world called "SportsCity." Dentsu entertainment will lead the development of the initial movie and manage commercial strategy and brand engagement.
The PGA of America consists of over 30,000 professionals who promote golf participation. The animated franchise will include the PGA Jr. League program, which has introduced over 500,000 children to golf. The league aims to provide fun team experiences for children under 17, supported by expert coaching from PGA professionals. Proceeds from the franchise will support accessibility efforts for all interested children.
A survey by Dentsu found that while 88% of brands see cultural involvement as crucial, 74% find it challenging to connect their brand to culture. This new franchise offers an opportunity for brands to engage in a transmedia IP initiative.
Jeff Price, Chief Commercial and Philanthropy Officer at PGA of America, said: "The PGA of America is excited to partner with dentsu and John Cohen in the development of this animated multisport film which highlights the great qualities inherent in the game of golf."
John Cohen will serve as Lead Producer for the film series. His previous work includes successful films like "Despicable Me" and "The Angry Birds Movie." Geneva Wasserman from Dentsu entertainment commented on the partnership's potential to attract new communities to golf through co-branded experiences.
Scott Dmitrenko, creator and producer on the project, noted that one goal is to introduce golf to a new generation in an engaging way. The film is set to begin production in late 2025.
Dentsu entertainment specializes in developing IP across various media forms including movies and TV. Ongoing projects include "Angry Birds Movie: 3."
