UTA has made an intriguing transfer into the world of European manufacturing.
The U.S. company has signed Huge Brother producer Banijay Leisure and can work particularly as advertising guide and expertise company for the group’s branded content material arm, Banijay Branded Leisure (BBE), which launched late final yr.
Additionally working carefully with the super-indie’s new dwell occasions division, UTA will “introduce BBE to manufacturers, promote the worth of brand-funded leisure and reveal its significance in efficient advertising methods,” it mentioned.
The deal is a first-of-a-kind for UTA in European manufacturing and comes as Banijay continues to develop into new areas. It launched BBE in November 2023 to “leverage the group’s expansive international manufacturing experience to ship in opposition to model briefs each at a neighborhood and international degree,” it mentioned on the time. It has since labored throughout the likes of Huge Brother – Knossi Version on Joyn/Twich and Niall Horan’s Homecoming: The Highway To Mullingar with Lewis Capaldi with Guinness.
Sam Glynne, EMEA boss of UTA Leisure and Tradition Advertising and marketing, mentioned the company is “completely positioned to assist BBE navigate the easiest way to use IP for manufacturers.”
“Our leisure advertising crew has intensive expertise in manufacturing and distribution firms, and a deep understanding of methods to assist the division diversify its efforts within the branded leisure area,” she added.
Carlotta Rossi Spencer, head of Branded Leisure Enterprise Improvement, Banijay Leisure, mentioned: “This strategic partnership with UTA, a pacesetter in its discipline, enhances our popularity because the go-to vacation spot for manufacturers searching for to succeed in their audiences in a wealthy and compelling manner.”
Banijay posted its half yr revenues final week, which confirmed manufacturing and distribution turnover had dipped.
