Jimmy Fallon Opens a Marketing Agency You’ll Actually Want to Watch

Jimmy Fallon is adding a new title to his résumé: agency founder. But instead of Madison Avenue, Fallon’s headquarters are on NBC primetime. On Sept. 30 at 10 p.m. ET/PT, the late-night host will debut his newest creation, “On Brand with Jimmy Fallon,” a bi-weekly competition series where marketing is the main event and creativity is currency.

The premise feels both absurd and brilliant: Fallon assembles a group of ten everyday creatives, pairs them with iconic household names—Dunkin’, KitchenAid, Captain Morgan, Pillsbury, SONIC, Marshalls, Southwest Airlines, Therabody—and asks them to come up with campaigns bold enough to land in the real world. It’s “The Apprentice” meets Cannes Lions, but with Fallon’s signature wink.

Helping steer the ship is Bozoma Saint John, the On Brand Agency’s Chief Marketing Officer. Saint John, who has held power roles at Uber, Pepsi, and Netflix, is exactly the kind of mentor-slash-judge who can turn a brainstorm into a career breakthrough. Contestants won’t just be pitching Fallon; they’ll need to win over Saint John’s sharp eye for strategy.

And the stakes? Not just bragging rights. The grand prize includes $100K, a feature in Adweek, and a VIP trip to the Cannes Lions International Festival of Creativity, plus the title Innovator of the Year.

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The series is structured like a high-stakes marketing calendar:

• Sept. 30 - Dunkin’, the coffee giant, looks beyond donuts to show its full menu.

• Oct. 3  – Southwest Airlines, Hospitality gets an in-flight refresh.

• Oct. 7  – Marshalls, A new spin on finding “The Good Stuff.”

• Oct. 10  – SONIC, Erika Jayne joins for a drinks campaign with Housewives-level flair.

• Oct. 14  – Captain Morgan, Football season, and Fallon’s fellow host, Jimmy Kimmel, collide.

• Oct. 17  – Pillsbury, The Doughboy makes a multi-generational comeback.

• Oct. 24  –KitchenAid, Beyond mixers, a lifestyle campaign is born.

• Oct. 31  – Therabody, NFL star Josh Allen proves recovery tools are for everyone.

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And then there are the contestants: ten wildly different personalities who make the On Brand Agency feel less like a boardroom and more like a very caffeinated group project.

Elijah Bennett, 25

Chicago, IL

Pyper Bleu, 26

Brooklyn, NY

Elijah Bennett, 25

Chicago, IL

Pyper Bleu, 26

Brooklyn, NY

Elijah Bennett, 25

Chicago, IL

Pyper Bleu, 26

Brooklyn, NY

Elijah Bennett, 25

Chicago, IL

Pyper Bleu, 26

Brooklyn, NY

Elijah Bennett, 25

Chicago, IL

Pyper Bleu, 26

Brooklyn, NY

There’s Chris B., a teacher from Georgia with big classroom energy; Christian C., a marketing manager from Dallas who treats every brainstorm like a playoff game; Jack H., a copywriter from Los Angeles whose TikTok-worthy quips might just sell a million doughnuts; Kassy S., a Brooklyn creative producer who specializes in turning chaos into campaigns; Laura M., a designer from Nashville with a soft spot for Southern storytelling; Paul G., a retired Navy vet from Florida whose discipline cuts through the noise; Rachel B., an entrepreneur from Austin who built her own brand from scratch; Ryan H., a digital creator from Tennessee who knows exactly how to stop the scroll; Sakina A., a San Francisco strategist with Silicon Valley polish; and Victoria R., a Miami event producer who thinks in experiences rather than ads.

With Samsung powering the agency’s headquarters and Canva as its official design partner, their pitches will get more than Post-it notes and Sharpies. Fallon’s role? Part ringleader, part cheerleader, part client from hell.

At its heart, “On Brand” is Fallon’s take on a world he knows well. Late-night comedy has always thrived on skits, spoofs, and jingles—exactly the kind of cultural stickiness brands pay agencies millions to create. Here, those jokes and ideas are elevated into campaigns that might actually run.

For Fallon, the punchline is simple: the best idea wins. For the rest of us, it’s marketing, but make it must-see TV.