UTA, a U.S. talent agency, has partnered with Banijay Entertainment, the European producer of Big Brother. UTA will act as a marketing consultant and talent agency for Banijay’s branded content division, Banijay Branded Entertainment (BBE), launched last year. This partnership aims to expand UTA’s reach in European markets and strengthen its portfolio in brand-funded projects. It could change how brands use entertainment to engage with audiences, potentially boosting brand visibility and consumer engagement.