Global talent, entertainment, sports and advisory company, United Talent Agency (UTA), has 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).

Housed within Banijay Entertainment, BBE, formed in November 2023, leverages the organisation’s production expertise to deliver solutions to marketers in the 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 aims to elevate storymaking and foster 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, commented: “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 de liver 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.”

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Tags: Banijay, bbe, utc