Banijay Benelux has taken a majority stake in Dutch label Werktitel, expanding its portfolio of production companies and broadening its activities in the creator space.
Noting that Werktitel was focused on opportunities in the creator economy, Banijay Benelux, part of Banijay Entertainment, said the acquisition was intended to diversify the company’s “content and partnerships across fast-growing platforms.”
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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 theater productions, and live experience marketing and publishing. The team also strategically supports creators on creative growth, market positioning and business development.
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“With the addition of Werktitel, we’re taking a major step forward within the creator economy,” said Banijay Benelux CEO Sandra Hilster.
“Bob, David and Timo have quickly built a close-knit hub where online talent can truly grow and flourish. The theater 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.”
In a joint comment, Ten Berge, Mol and Verbruggen, added: “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 the theater show “VrouwMiShow,” featuring Nina Warink, Iris Enthoven and Sophie Milzink, as well as the live podcast musical “De Stijn, Tobi & Jeppe Show.”
For the upcoming theater season, the company has tours for Eva Eikhout, Quinn and Aaron, and Hokjesdenker — creators who each push the boundaries between online and live performance.
Providing strategic guidance around channel management, Werktitel 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 company facilitated collaborations with Burger King, Netflix and HEMA.
The team has also produced online social series such as “Gen Zwevend” for content creator Annemarie Lekkerkerker.