EXCLUSIVE: Banijay has bought into Netherlands-based creator outfit Werktitel (‘Working Title’ in English).
The deal will be announced here in Cannes at MIPCOM and captures the zeitgeist as the market organizers lean heavily into the world of creators. The deal was done by Banijay Benelux, in turn part of Banijay Entertainment, and sees the company take a majority stake in Werktitel.
Founded by Bob ten Berge, David Mol and Timo Verbruggen, Werktitel works up online IP with creators, brands, and producers. Its work covers development and production and also live events and theatre. Banijay, traditionally a producer-distributor, has itself been increasingly moving into the live events space. The Werktitel crew, meanwhile, also work with creators on strategy and business development.
“With the addition of Werktitel, we’re taking a major step forward within the creator economy,” said Sandra Hilster, CEO, Banijay Benelux. “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.”
Werktitel’s previous work includes producing stage show VrouwMiShow featuring Nina Warink, Iris Enthoven, and Sophie Milzink, as well as the live podcast musical De Stijn, Tobi & Jeppe Show. In the world of creators, it works with the likes of Quinn and Aaron Bezemer, who generate over 50 million monthly views on YouTube Shorts, and has worked up partnerships with them with the likes of LEGO and Samsung. It has als produced online social series including Gen Zwevend for content creator Annemarie Lekkerkerker.
Ten Berge, Mol and Verbruggen said: “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.”