Banijay unveils a new unit: Banijay Branded Entertainment

Banijay unveiled its all-new branded content department today, Banijay Branded Entertainment (BBE). Overseen by the recently appointed Head of Branded Entertainment Business Development, Carlotta Rossi Spencer, the division is tasked with further evolving the group’s global efforts in this space. Housed centrally within Banijay, BBE will leverage the group’s expansive global production expertise to deliver against brand briefs both at a local and global level. Tapping into worldwide ad, media, and event agencies and liaising directly with brands, it will supplement traditional marketing offerings with powerful content that elevates their story-making capabilities and aids them in bridging deeper connections with their consumers. In doing so, BBE aims to ambitiously expand the volume of opportunities year-on-year across the entity’s 21-territory footprint.

Carlotta Rossi Spencer, Head of Branded Entertainment Business Development, Banijay, said: “Crafted stories. Passionately told... BBE embodies the Banijay spirit and reflects our ambitions to drive up our activity in the branded content space. While we have some fantastic producers worldwide already dedicated to this area, we recognized the need to take a holistic approach to agencies and brands alike. We hope to inspire them to dream bigger and bolder, with content that creates powerful connections with their audiences.”

BBE provides centralized support for Banijay’s teams creating branded content worldwide – of which there are currently 11, varying from dedicated labels to immersed teams in multifaceted prodcos. Recent successes include Electric Robin’s Live Italian with Birra Moretti and Niall Horan’s Homecoming: The Road To Mullingar with Lewis Capaldi with Guinness, both for Prime Video; Banijay Italia’s Lindt Maître Chocolatier, which aired on TV8 in Italy; and the multi-territory Hairstyle The Talent Show with Alfaparf from Shine Iberia which has produced five local versions covering Spain, Italy, the U.S., Mexico and Brazil. In addition to the in-house production houses, the department will partner closely with Balich Wonder Studio and Banijay Events on its brand-led activations to extend deal potential.