Global talent, entertainment, sports and advisory company United Talent Agency (UTA) announced the signing of content powerhouse Banijay Entertainment. UTA will serve as the marketing consultant and talent agency for the group’s specialist division, Banijay Branded Entertainment (BBE), to broaden the reach and impact of its work in producing brand-funded content.
Housed within Banijay Entertainment, BBE, formed in November 2023, leverages the organization’s expansive global production expertise to deliver solutions to marketers in the fast-growing field of branded entertainment. Tapping into worldwide advertising, media and event companies, and working directly with brands, the unit supplements traditional marketing with powerful content that elevates storymaking and fosters deeper connections with consumers.
As BBE’s talent agency, UTA will leverage its expertise and global connectivity across entertainment and culture to introduce BBE to brands, promote the value of brand-funded entertainment and demonstrate its importance in effective marketing strategies.
Sam Glynne, EMEA head of UTA Entertainment and Culture Marketing said: “UTA is perfectly placed to help BBE navigate the best way to exploit IP for brands. Our entertainment marketing team has extensive experience in production and distribution companies, and a deep understanding of how to help the division diversify its efforts in the branded entertainment space.”
Carlotta Rossi Spencer, head of Branded Entertainment Business Development, Banijay Entertainment added: “BBE imagines and delivers premium branded content that speaks to people across the globe. Working with Banijay Entertainment’s worldwide collective of leading producers, the division strives to expand the opportunities for its specialist creators, who deliver world-class storymaking for brands like Lindt, Pantene and Birra Moretti. This strategic partnership with UTA, a leader in its field, enhances our reputation as the go-to destination for brands seeking to reach their audiences in a rich and compelling way.”
BBE provides centralized support for Banijay Entertainment’s producers, creating branded content globally. Recent productions from the group include “Big Brother – Knossi Edition”, the program’s first venture into branded entertainment for Twitch and Joyn, a collaboration between EndemolShine Germany, Banijay Media Germany, Rainer Laux Productions and DLS Consulting; “Niall Horan’s Homecoming: The Road To Mullingar with Lewis Capaldi” with Guinness, produced by Banijay UK’s Electric Robin for Prime Video; “Maître Chocolatier – Talenti in Sfida” for Lindt, produced by Banijay Italia’s Nonpanic, which aired on TV8 and was confirmed for a second season; “Changing Rooms” produced in partnership with Dulux, by Banijay UK’s Shine TV, which generated an additional five million liters of paint sales for Dulux; 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 in-house production, BBE and UTA will also partner closely with Banijay Live and its associated live events businesses – Balich Wonder Studio and The Independents – to deliver further branded content value.
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