Tag Archive: Sandra Hilster

1. Banijay Benelux Bolsters Creator-Related Activities with Werktitel Partnership

   13th October 2025 12:29 pm Comments Off on Banijay Benelux Bolsters Creator-Related Activities with Werktitel Partnership

   Banijay Benelux, part of Banijay Entertainment, today announces it is expanding its existing ten-strong portfolio of production labels via a majority stake in Werktitel (Working Title). Launched in the Netherlands and strategically focused on opportunities in the creator economy, the move is intended to diversify the local group’s content and partnerships across fast-growing platforms.

   Founded by Bob ten Berge, David Mol and Timo Verbruggen, Werktitel develops innovative concepts for online creators, brands, and producers, spanning IP and content development, live and theatre productions, and live experience marketing and publishing. The team also strategically supports creators on creative growth, market positioning and business development.

   Sandra Hilster, CEO, Banijay Benelux comments: “With the addition of Werktitel, we’re taking a major step forward within the creator economy. Bob, David and Timo have quickly built a close-knit hub where online talent can truly grow and flourish. The theatre shows, and branded live events they’ve developed and produced, are only the tip of the iceberg in terms of what they can achieve. And their approach – combining creativity with entrepreneurship – aligns perfectly with our core values at Banijay Benelux.”

   Bob ten Berge, David Mol and Timo Verbruggen, Founders, Werktitel comment: “Banijay Benelux is the ideal partner to help us take our hub to the next level. Backed by its vast network, state-of-the-art studio facilities, and proven production expertise, we’re positioned to build a truly modern ecosystem that taps into the power of creator economy — we can think bigger, move faster and build new and scalable collaborations.

   Werktitel develops and produces innovative concepts at the intersection of entertainment, live experience, and brand activation. As part of its activities, the   company previously produced theatre show VrouwMiShowfeaturing Nina Warink, Iris Enthoven, and Sophie Milzink, as well as the live podcast musical De Stijn, Tobi & Jeppe Show. For the upcoming theatre season, the company has tours for Eva Eikhout, Quinn and Aaron, and Hokjesdenker — creators who each push the boundaries between online and live performance.

   At the forefront of providing strategic guidance around channel management, the business already works closely with creators Quinn and Aaron Bezemer, who generate over 50 million monthly views on YouTube Shorts. It also develops branded partnerships with them for the likes of Intertoys, LEGO, and Samsung, and for Broodjestester, the business facilitated collaborations with Burger King, Netflix, and HEMA.

   Actively supporting the creative development of creators in terms of organic content, the team has produced online social series such as Gen Zwevend for content creator Annemarie Lekkerkerker, ahead of the Dutch general elections.

2. Banijay Entertainment Confirms Sandra Hilster as CEO, Banijay Benelux

   8th July 2025 3:24 pm Comments Off on Banijay Entertainment Confirms Sandra Hilster as CEO, Banijay Benelux

   Banijay Entertainment today announces the appointment of Sandra Hilster as CEO, Banijay Benelux. Assuming the position on 1 October 2025, she joins from Dutch public broadcaster, KRO-NCRV, where she is Managing Director. She will now lead all labels across Banijay Entertainment’s footprint in the Netherlands and Belgium, setting and executing the collective strategy, directing the business, influencing innovation and spearheading best-in-class content creation across the regions.

   First joining KRO-NCRV in 2020 as Creative Producer, in 2021, Hilster was promoted to Managing Director, a role that gave her oversight of the organisation’s productions, around 274 commissions, and a significant workforce dedicated to content creation across all platforms including broadcast, digital, radio and podcasts. Prior to that, she spent 13 years operating her own business – Silverlining Media – which concentrated on media consultancy and format development and sales across a broad client base that included Concept Street (MGM), Vorstmedia (Talpa), Fiction Valley (Fremantle), IDTV (All3Media) and Banijay Entertainment’s Endemol Shine NL. And, from 1995 to 2007, she was at RTL Nederland, first taking up the post of Sales & Account Manager before progressing to Commercial Director Cross Media.

   Marco Bassetti, CEO, Banijay Entertainment comments: “With a career spanning production and broadcasting, across some of the Netherlands’ leading media companies, Sandra’s CV is unrivalled. And, having spent 13 years at the helm of her own operation, not only is she well-aligned with the entrepreneurial DNA that underpins Banijay Entertainment, but is well-equipped to drive this portfolio of ten labels through a new phase of growth and innovation.”

   Sandra Hilster adds: “I look forward to joining a group that since inception has evolved and been a pioneering force for our industry worldwide. Across the Netherlands and Belgium specifically, the business has built an inspiring portfolio of labels that each day create and produce titles that not only impact audiences in our region, but also across the globe. I look forward to coming onboard, working with the incredible talent under this house, and being part of shaping Banijay Benelux’s journey in the future.”

   Banijay Benelux’s portfolio comprises ten labels – EndemolShine Nederland, Southfields, SimpelZodiak, NL Film, Banijay Belgium, Scenery, Topkapi Films, Posh Productions, jonnydepony and Twentytwo Productions. It is renowned for titles including Big Brother, Te Land, Ter Zee en in de Lucht (By Land, Air and Sea), Miljoenenjacht (Deal or No Deal), Golden Hour, Good Times Bad Times, Expeditie Robinson (Survivor) and Only Joling.