DOGMA MICRO HORIZONS

001: The Scene Economy

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Preface

This is a MICRO HORIZONS report created specially for you by agency group Dogma. A MICRO HORIZONS report is a compressed version of a robust DOGMA HORIZONS report of which the first will launch in September 2026. A DOGMA HORIZONS report is Dogma's bi-annual intelligence series that decodes the shifting structures of consumer industries before those shifts become visible to everyone else. A MICRO HORIZONS report is what Dogma publishes when something is moving fast enough that waiting six months would mean arriving late. This particular MICRO HORIZONS report is about micro-drama. Micro-drama is a content format that is rapidly growing in popularity. This report is going to explain what that format is, why it is happening now, why most brands will attempt it badly, what the brands doing it well are actually doing underneath the surface, and how Dogma would help you do it better than them. That last part is the commercial purpose of this report. Everything before it is the intellectual justification for that commercial purpose. We are telling you this directly rather than letting you discover it gradually because we believe you are intelligent enough to appreciate the transparency and because we think transparency about intent is, in itself, a demonstration of the kind of thinking this report is about. We also respect you too much to pretend this is anything other than what it is: knowledge we found, thought was worth sharing, and believed you specifically should have, because the conversation it might start is one we would very much like to have with you. You are now reading the report.

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DOGMA MICRO HORIZONS

The most effective campaigns no longer look like campaigns.