Agents represent creative talent, negotiate deals, and execute projects from development through distribution. Advertisers are producing more branded entertainment content to connect with audiences in a deeper way compared to traditional ads. Rather than one-off branded content, brands should create entertainment franchises through premium storytelling that reflects the brand and is distributed strategically. The webseries In the Motherhood engaged over 5.5 million viewers by turning real mothers' stories into episodes and building community around voting. It was later adapted into a TV sitcom. The Lot is a new comedy series from Bob Newhart sponsored by GM that showcases products naturally within the story.