Banijay, a leading media and entertainment company, has announced a new branded content division – Banijay Branded Entertainment (BBE), at the helm of which has just been announced with the title of Head of Branded Entertainment Business Development Carlotta Rossi Spencer, already known to MIA audiences.

The function of the new division is to provide centralized coordination to Banijay’s teams around the world, creating content suited to enhance brands and capable of elevating their storymaking capabilities to create deeper connections with their consumers. In this way, BBE aims to broaden the landscape of opportunities and respond to the demands of brands both locally and globally.

“Stories done right. Told with passion… BBE embodies the spirit of Banijay and reflects our ambitions to increase our activity in the branded content space. While we already have some fantastic producers around the world dedicated to this sector, we recognized the need to take a holistic approach to agencies and brands, and hope to inspire them to dream bigger and bolder with content that creates powerful connections with their audiences,” said Carlotta Rossi Spencer, Head of Branded Entertainment Business Development at Banijay.

Recent successes include Electric Robin’s Live Italian with Birra Moretti, a three-part television series hosted by Prime Video, and Banijay Italia’s Lindt Maître Chocolatier, a talent show aired on TV8.