Banijay has unveiled its branded content department, Banijay Branded Entertainment (BBE). Overseen by recently appointed Head of Branded Entertainment Business Development, Carlotta Rossi Spencer, the division is tasked with further evolving the group’s global efforts in this space.

Housed centrally within Banijay, BBE will deliver against brand briefs both at a local and global level. It will provide centralised support for Banijay’s teams creating branded content around the world – of which there are currently 11, varying from dedicated labels to immersed teams in production companies.

Recent successes including Electric Robin’s Live Italian with Birra Moretti and Niall Horan’s Homecoming: The Road To Mullingar with Lewis Capaldi with Guinness, both for Prime Video; Banijay Italia’s Lindt Maître Chocolatier, which aired on TV8 in Italy; and the multi-territory Hairstyle The Talent Show with Alfaparf from Shine Iberia which has produced five local versions covering Spain, Italy, the U.S., Mexico and Brazil.

In addition to the in-house production houses, the department will also partner closely with Balich Wonder Studio and Banijay Events on its brand-led activations to extend deal potential.

Carlotta Rossi Spencer, Head of Branded Entertainment Business Development, Banijay says: “Crafted stories. Passionately told… BBE embodies the Banijay spirit and reflects our ambitions to drive up our activity in the branded content space. While we have some fantastic producers worldwide already dedicated to this area, we recognised the need to take a holistic approach to agencies and brands alike, and hope to inspire them to dream bigger and bolder, with content that creates powerful connections with their audiences.”



Pippa Considine

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