WildBrain CPLG has rebranded its rapidly growing Lifestyle division under the new name ASPIRE – with an expanded mandate to accelerate growth of the agency’s corporate and lifestyle brands portfolio.
The dedicated group and new brand – flying under the WildBrain CPLG banner – reflect the agency’s commitment to growing meaningful opportunities for existing and new partners in the corporate and lifestyle space.
ASPIRE will focus on building long-term strategic partnerships for leading global brands across such categories as art and heritage institutions, FMCG, fashion and lifestyle, hardware, and automotive. As part of the rebrand, the agency today (13 April) unveiled a dedicated logo for the ASPIRE division.
Victoria Whellans (pictured) takes on a new role as commercial director for ASPIRE, having previously been group brands director, lifestyle. She will work closely with Jasen Wright, vp North America, to drive the global strategy for ASPIRE, with a focus on North America as a key territory of initial expansion.
The ASPIRE group will grow with new hires in key locations worldwide, including New York, Europe and APAC, supported by international and local sales teams.
“The launch of ASPIRE underlines our commitment to delivering dedicated, best-in-class global partnerships to harness the huge opportunities we see in the growing corporate and lifestyle sector,” commented Victoria. “Since we launched our Lifestyle division two years ago, we have generated new revenue streams for multiple licensor brands, extending them into new areas through our global reach and leading capabilities in licensing and brand management.
“We look forward now to building on this strong foundation with the ASPIRE brand.”
Jasen continued: “The licensing of corporate and lifestyle brands continues to see meaningful growth as brands explore new paths outside of their core use to reach consumers at retail. We see significant opportunity to expand this part of our business and look forward to opening up new avenues for our partners to help build their brands for the future.”
ASPIRE’s current brand portfolio includes the likes of Sauber Motorsports and its Alfa Romeo F1 team ORLEN, The Master Lock Company, University of Southern California, artist Romero Britto, Osprey London, Karcher and Yale University.
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