UTA recently made a significant move in the European production industry by signing a deal with Banijay Entertainment. This partnership involves UTA working as a marketing consultant and talent agency specifically for Banijay’s branded content division, Banijay Branded Entertainment (BBE). The main goal of this collaboration is to introduce BBE to brands, promote the concept of brand-funded entertainment, and emphasize its importance in effective marketing strategies.
This groundbreaking deal marks a first for UTA in European production and coincides with Banijay’s continued expansion into new territories. BBE was launched in November 2023 with the aim of leveraging Banijay’s global production expertise to meet brand briefs on both local and global levels. Since its launch, BBE has worked on projects such as Big Brother – Knossi Edition on Joyn/Twich and Niall Horan’s Homecoming: The Road To Mullingar with Lewis Capaldi in partnership with Guinness.
Sam Glynne, the EMEA boss of UTA Entertainment and Culture Marketing, expressed the agency’s capability to guide BBE in effectively utilizing intellectual property for brands. With UTA’s vast experience in production and distribution companies, the agency is well-equipped to help BBE diversify its efforts in the branded entertainment sphere. Carlotta Rossi Spencer, head of Branded Entertainment Business Development at Banijay Entertainment, highlighted the strategic nature of the partnership with UTA, positioning Banijay as the preferred destination for brands looking to engage with their audiences in a profound way.
In addition to this partnership announcement, Banijay recently released its half-year revenue figures, which indicated a slight decrease in production and distribution turnover. Despite this dip, the collaboration with UTA is expected to bring a fresh perspective and drive growth for Banijay Entertainment in the coming months.
The partnership between UTA and Banijay Entertainment signifies a significant step forward for both companies in the European production landscape. With a focus on branded content and effective marketing strategies, this collaboration is poised to bring innovative and compelling entertainment offerings to audiences around the world.
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