UTA, a renowned U.S. agency, has recently entered the European production scene by signing a partnership with Big Brother producer Banijay Entertainment. This collaboration will see UTA acting as a marketing consultant and talent agency for Banijay’s branded content division, Banijay Branded Entertainment (BBE). The aim of this partnership is to introduce BBE to various brands, emphasize the value of brand-funded entertainment, and showcase its significance in effective marketing strategies.
Banijay Entertainment launched BBE in late 2023 as a way to utilize the group’s vast global production expertise to fulfill brand briefs on both local and global scales. Since its inception, BBE has been involved in projects such as Big Brother – Knossi Edition on Joyn/Twitch and Niall Horan’s Homecoming: The Road To Mullingar with Lewis Capaldi in collaboration with Guinness.
Sam Glynne, the EMEA head of UTA Entertainment and Culture Marketing, expressed confidence in the agency’s ability to assist BBE in leveraging intellectual property for brands. He highlighted UTA’s team’s extensive experience in the production and distribution sector, as well as their profound understanding of how to aid the division in diversifying its efforts within the branded entertainment realm. Carlotta Rossi Spencer, the head of Branded Entertainment Business Development at Banijay Entertainment, echoed this sentiment by stating that the partnership with UTA elevates Banijay’s status as the premier destination for brands seeking to engage with their audiences in captivating ways.
As Banijay recently disclosed its half-year revenues, a slight dip in production and distribution turnover was observed. Despite this, the strategic partnership with UTA signifies a significant step towards expanding Banijay’s presence within the industry and exploring new avenues for growth and collaboration.
UTA’s foray into European production through its partnership with Banijay Entertainment marks a pivotal moment in the entertainment industry. The collaboration not only opens up new opportunities for brands and content creators but also underscores the importance of innovative marketing strategies in today’s competitive landscape. As both UTA and Banijay continue to expand their reach and influence, the future of branded entertainment looks promising and full of potential for growth and success.