Texas State University has taken an intriguing step into the world of European production.
The US agency has signed Eldest brother producer Banijay Entertainment and will work specifically as a marketing consultant and talent agency for the group. branded content arm, Banijay Branded Entertainment (BBE), which was launched late last year.
UTA will also work closely with the independent super-industry’s new live events division, and “introduce BBE to brands, promote the value of brand-funded entertainment and demonstrate its importance in effective marketing strategies,” it said.
The deal is the first of its kind for UTA in European production and comes as Banijay continues to expand into new areas. It launched BBE in November 2023 to “leverage the group’s extensive global production experience to meet brand requirements both locally and globally,” it said at the time. It has since worked at companies including Big Brother – Knossi Edition on Joyn/Twich and Niall Horan’s Homecoming: The Road to Mullingar with Lewis Capaldi with Guinness.
Sam Glynne, UTA’s EMEA director of entertainment and culture marketing, said the agency is “perfectly positioned to help BBE find the best way to exploit the 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,” he added.
Carlotta Rossi Spencer, Director of Business Development, Branded Entertainment, Banijay Entertainment, said: “This strategic partnership with UTA, a leader in its field, enhances our reputation as the go-to destination for brands looking to reach their audiences in a rich and engaging way.”
Banijay published its half-year earnings last weekwhich showed that production and distribution volumes had decreased.