In episode 16, we sit down with Carlotta Rossi Spencer, Global Head of Branded Entertainment Business Development at Banijay Entertainment, to explore how the world's biggest independent content producer is building a new discipline around brand-funded storytelling. We unpack the crucial distinction between branded entertainment and advertising, why editorial integrity has to come first, and how Banijay's BBE division works with brands to find the right story, genre and platform rather than simply selling airtime. Using real-world examples, Carlotta explains how branded content is measured, why budget and ROI misconceptions persist, and how creators, live experiences and IP extensions are reshaping the model. So tune in for more on what makes branded entertainment actually work, the evolving relationship between brands, producers and creators, and why Carlotta believes branded content is set to become a standard line in the marketing mix.
EPISODE NOTES
00:00 – Introduction
02:45 – What did it take to build Banijay Branded Entertainment from scratch?
03:50 – Just how big is Banijay, and where does branded content sit within that scale?
05:35 – How does sport fit into Banijay's storytelling strategy?
07:15 – What's the real difference between branded entertainment and advertising?
09:45 – How branded entertainment plays the long game when younger audiences are choosing brands based on values.
11:55 – How do you find the right genre match for a brand?
12:35 – Why telling a values-led story always trumps selling a product.
15:40 – How do you actually measure success in branded entertainment?
17:00 – What did Changing Rooms x Dulux prove about branded content driving real sales?
19:40 – Are more brands building branded entertainment into their strategy from day one?
23:40 – Why does timing matter so much, and why is coming in early the key to a natural, non-invasive integration?
26:00 – Why is branded entertainment becoming more important as commissioning budgets shrink?
32:55 – How do you extend content into live experiences without losing the heart of your IP?
43:30 – What are the two biggest misconceptions brands have about branded entertainment?
45:00 – Where is branded entertainment heading next, and will it become a standard line in every brand's marketing mix?
47:55 – Closing thoughts