The Story Lab is a privately owned company headquartered in the UK, specifically London, with offices in 15 markets including Los Angeles, Shanghai, Singapore, Paris, Madrid, and Mumbai. Founded in 2012, The Story Lab operates with approximately 160 employees. Functioning as a global investor, producer, and distributor of premium entertainment content, the company has been distributing primetime TV shows and films since 2015, while also delivering strategic content production, partnership, and monetisation solutions to advertisers. The Story Lab is a dentsu company.
On February 6, 2026, Dentsu’s 2026 CMO Navigator Media Edition reported that most marketing leaders maintain optimism regarding business performance despite persistent consumer skepticism, noting the increasing presence of artificial intelligence in strategic discussions. Earlier on February 5, industry analysis suggested that the traditional "agency" label is becoming costly for modern conglomerates like Dentsu, Publicis Group, Omnicom, WPP, and Havas, as their operational models have evolved beyond historical client representation. Separately, an outlook for 2026 emphasized that technology alone will no longer serve as a key differentiator; brands in dynamic regions such as the Middle East must integrate technological progress with a deep understanding of human behavior to achieve prominence. Preceding this, a group of anonymous senior advertising executives released a memo, warning that a "vacuum of responsible leadership" allows the ad industry to "fuel online hatred and the climate crisis," asserting a moral failure within the sector. Earlier that day, Dentsu, in conjunction with Tag, its global end-to-end production agency, launched a new 'Content Engine' capability within dentsu.Connect. This AI-native operating module integrates media with modern content production, designed to provide specific client solutions rather than relying on one-size-fits-all AI tools.
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