Banijay to ‘ambitiously expand’ branded content with Carlotta Rossi Spencer-led division

Carlotta Rossi Spencer (Source: Banijay)

Banijay plans to “ambitiously expand” its branded content activities by launching a central, standalone division led by Carlotta Rossi Spencer that will work across the production group’s 21-country footprint.

Banijay Branded Entertainment (BBE) will look to create content for brands both at a local and global level, working with ad agencies and companies themselves to create new shows.

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 teams located in multifaceted prodcos.

Rossi Spencer, Banijay’s head of branded entertainment business development, said BBE “embodies the Banijay spirit and reflects our ambitions to drive up our activity in the branded content space.”

She added: “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.”

Banijay is by no means new to branded content, with programming including Prime video duo Electric Robin’s Live Italian and Niall Horan’s Homecoming: The Road To Mullingar With Lewis Capaldi.

Banijay Italia was behind TV8’s Maître Chocolatier, while Shine Iberia’s Hairstyle: The Talent Show has been remade in Spain, Italy, the US, Mexico and Brazil.

The Paris-based group has been expanding its marketing work of late, restructuring BLAB in Germany in July and launching Banijay Events, which was created after the acquisition of a minority investment in The Independents and the majority deal for Balich Wonder Studio.