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.