UTA Set to Boost Banijay’s Branded Content Arm

United Talent Agency (UTA) has signed content creator Banijay Entertainment. The agency will serve as marketing consultant and talent representative for Banijay Branded Entertainment (BBE), the group’s specialized division focused on brand-funded content.

BBE, launched in November 2023, aims to capitalize on Banijay’s global production expertise to deliver content solutions for marketers. The unit works with advertising firms, media companies and directly with brands to complement traditional marketing strategies.

UTA’s role will be to introduce BBE to brands, promote brand-funded entertainment and showcase its importance in marketing strategies.

BBE supports Banijay Entertainment’s producers in creating branded content worldwide. Recent projects include “Big Brother – Knossi Edition” for Twitch and Joyn, “Niall Horan’s Homecoming” with Guinness for Prime Video and “Maître Chocolatier – Talenti in Sfida” for Lindt.

The collaboration extends to Banijay Live and its associated businesses – Balich Wonder Studio and The Independents – to provide additional branded content opportunities.

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 at 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.”