Banijay Branded Entertainment Strikes Deals with Launchmetrics and IMA

20 June, 2024

Content powerhouse Banijay Entertainment, today announces its specialist division, Banijay Branded Entertainment (BBE), has aligned with software, insights and data company, Launchmetrics, and Banijay Iberia’s creative agency IMA, to offer clients 360° production, marketing and measurement services.

Launchmetrics is the market’s first AI-powered Brand Performance Cloud, helping more than 1,700 clients launch campaigns, amplify reach, measure ROI, and benchmark their brand performance.  Launchmetrics has been the trusted provider to brands worldwide such as Tiffany’s, Vogue, KCD, Shiseido, The North Face, and Levi’s as well as partners like IMG, the Council of Fashion Designers of America, the Camera Nazionale Della Moda Italiana and the Fédération de la Haute Couture et de la Mode.

Creative agency, IMA, part of Banijay Iberia, works with broadcasters and platforms, to deliver boutique solutions and services to clients, crafting and producing visual identities, promos and creative campaigns. Recent projects include promotional assets for Paramount+’s The Envoys and Bosé; commercials for the 2024 Goya Awards; brand identity and promotional assets for RTVE’s Dance If You Can and Telecinco’s Celebrity Big Brother Spain; and brand development work for LALIGA and Banijay Entertainment. It is also the leading creative on all of Banijay Entertainment’s cutting-edge corporate promos, illustrating the group’s diverse offering and propensity to drive internal, entrepreneurial-geared collaboration.

Carlotta Rossi Spencer, Head of Branded Entertainment Business Development, Banijay Entertainment says: “We have a first-class reputation for delivering premium content for our brand partners, leveraging Banijay Entertainment’s incredible in-house production talent, to create engaging storytelling that audiences love. Now with the additional expertise of Launchmetrics and IMA, BBE can continue elevating its brand offering to bring a full-service package to producers and clients alike; from brand work to format ideas, production, marketing assets and measurement.“

Agus Cantero, Creative Director, IMA adds: “Banijay Entertainment’s branded output is going from strength to strength, and I believe our expertise at crafting powerful creative assets will further enrich its offering to clients. Across a wide range of creative, engaging and story-driven solutions and services, we can enhance the impact of brand-funded entertainment for BBE’s partners.”

BBE provides centralised support for Banijay’s teams creating branded content around the world. Recent successes include Big Brother – Knossi Edition, the format’s first venture into branded entertainment, for Twitch and Joyn, which was a collaboration between EndemolShine Germany, Banijay Media Germany, Rainer Laux Productions and DLS Consulting; Niall Horan’s Homecoming: The Road To Mullingar with Lewis Capaldi with Guinness, produced by Banijay UK’s Electric Robin for Prime Video; Maître Chocolatier for Lindt, produced by Banijay Italia’s Nonpanic, which aired on TV8 and is confirmed for a second season; and the multi-territory Hairstyle The Talent Show with Alfaparf, from Shine Iberia, which has produced five local versions covering Spain, Italy, the U.S., Mexico and Brazil. In addition to the in-house production houses, the department will also partner closely with Balich Wonder Studio and Banijay Live on its brand-led activations to extend deal potential.