UTA will strengthen Banijay’s branded content department

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

Launching in November 2023, BBE aims to leverage Banijay’s global production expertise to deliver content solutions for marketers. The unit works with advertising agencies, 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 highlight its importance in marketing strategies.

BBE supports Banijay Entertainment’s producers in creating branded content globally. 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 partnership extends to Banijay Live and its associated companies – 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 find 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 we can help the division diversify its branded entertainment efforts.”

Carlotta Rossi Spencer, head of branded entertainment business development at Banijay Entertainment, added: “BBE creates and delivers premium branded content that resonates with people around the world. Working with Banijay Entertainment’s global collective of leading producers, the division aims to expand opportunities for its specialty creators, who deliver world-class storytelling for brands including Lindt, Pantene and Birra Moretti. This strategic partnership with UTA, a leader in its field, further strengthens our reputation as the go-to destination for brands looking to reach their audiences in rich and compelling ways.”