Storytelling as Strategy: Inside Banijay Branded Entertainment

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.