Banijay restructures BLAB in Germany as marketing push extended

Ingrid Langheld & Daniel Durst

Banijay has unveiled its latest restructuring in Germany as the producer-distributor looks to expand its reach into marketing.

Creative and marketing agency Banijay Live Artist Brand (BLAB) will now become Banijay Media Germany, made up of three pillars: House of Brands, House of Likes and House of Rights.

Creative marketing unit House of Brands works in co-operation with broadcasters and aims to bring together TV formats with brands.

House of Likes will develop social media strategies, “authentic storytelling”, digital content and communities across channels, while House of Rights will market content from advertisers and TV producers across platforms.

Co-MD’s Ingrid Langheld and Daniel Durst remain in place following the reorganisation, which comes after Banijay German’s Brainpool TV restructured its live events agency under new label Brainpool Live Entertainment.

That move followed the launch of Banijay Events, which was created after the acquisition of a minority investment in The Independents and the majority deal for Balich Wonder Studio.

Langheld said: “Following the recent transfer of the live activities to Brainpool Live Entertainment, the logical next step towards strengthening our business is now taking place. Through our strategic rebrand as Banijay Media Germany, we will focus on our strength as a dynamic creative and marketing agency, building our market position and showcasing our formidable portfolio.”

Durst added: “Digital content, branded entertainment, community building and content distribution are of utmost relevance. By focusing on the core competence of a digital full-service entertainment agency, we are taking the next step into the entertainment future.”