Banijay has launched a France-based talent agency that will attempt to tap into the relationship between influencers and TV.
Banijay Talent will be part of Banijay France and is to be led by Hugues Dangy, who becomes president having previously founded fellow Banijay outfit Non Stop Group, which he has led and co-owned with the prodco giant since its launch in 2011.
The new agency will house reality TV specialist Shauna Events; adventure sports agency Upper Talent, which represents contestants from Koh Lanta (the French version of Survivor); digital influencer and marketing agency, Daze MGMT; and Miss France agency, Talent Lab.
It will create specific campaigns for clients and work across TV, fashion, beauty, luxury, entertainment and sport sectors.
Dangy said the new division would offer “the entire spectrum of influencer marketing, from branding to product placement”.
François de Brugada, who became CEO of Banijay France following the exit of Endemol Shine France’s president Nicolas Coppermann, described the talent arm as “another exciting step in our journey as we expand our portfolio.”
The former M6 unscripted commissioner added: “The growth of marketing within this realm, paired with a diverse range of amazing influencers, along with Hugues’ vast knowledge and expertise, means we are perfectly placed to create this new agency.”
Banijay France houses 11 labels, including unscripted-focused Adventure Line Productions, Endemol France, H2O Productions and KM Production. Scripted interests include Banijay Studios France and Marathon Studio.