CAA, Global Brands Group Merge to Form CAA-GBG
Global Brands Group Holding Limited (GBG) and Creative Artists Agency (CAA) have created a joint venture, which the companies say instantly becomes the world’s largest brand management company. Called CAA-GBG Global Brand Management Group (CAA-GBG), the new venture combines the resources and licensing expertise of leading entertainment and sports agency CAA with Global Brands’ international Brand Management Group. CAA-GBG is a subsidiary of Global Brands and the operating vertical for its brand management business.
“This strategic partnership creates exciting new possibilities. Global Brands’ established international brand management operation, understanding of a brand’s DNA, and in-depth knowledge of retail will be combined with CAA’s remarkable collection of talent and brands, and media and marketing platforms in the U.S.,” said Bruce Rockowitz, CEO and vice-chairman of Global Brands Group Holding Limited. “This is a powerful combination, and makes CAA-GBG the undisputed leader in brand extension platforms for clients across the lifestyle, corporate, celebrity, and entertainment space.”
With 24 offices in 20 countries, CAA-GBG advises on and manages all aspects of brand extension programs, including branding strategies, market targeting, product development, retail activations, licensee acquisitions, and multi-territory franchising. Furthering branding opportunities for clients across a wide range of consumer products, the joint venture will combine Global Brands’ established and strong worldwide brand management operation, with CAA’s extensive licensing, media, and entertainment platform. Clients of the joint venture will include many of the world’s leading corporate brands, including Coca-Cola, Jeep, and Hershey’s; artists Jennifer Lopez, Eva Longoria, and the Bob Marley Estate; and other prominent lifestyle brands and entertainment companies.
“We have a tremendous track record of success in creating robust licensing programs for our clients in the North American marketplace,” said Richard Lovett, president of Creative Artists Agency. “The formation of CAA-GBG enables us to marry the vast resources of both CAA and Global Brands to create world-class business-building opportunities for our combined clients globally.”
CAA has developed and managed more than 100 licensing programs on behalf of its clients, from Bethenny Frankel’s Skinnygirl and Eva Longoria Home for JCPenney, to Kate Hudson’s Fabletics and Kelly Ripa Home for Macy’s.
Perry Wolfman, head of CAA’s licensing division, will serve as CEO of CAA-GBG, while Jared Margolis, currently president of Global Brands’ Brand Management Group, will be president of the joint venture.