Jun 16, 2016
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CAA and GBG merge to form world's largest brand management agency

Jun 16, 2016

A new joint venture has been created that merges the largest sports and entertainment management agency with the resources of international brand management firm, Global Brands Group.

Coca-Cola's lifestyle brand now managed by CAA-GBG. Photo: Global Brands Group

Global brands that will be represented by the joint venture include Jennifer Lopez, Jeep, Hershey's, Coca-Cola, the Bob Marley Estate, and other prominent lifestyle and entertainment brands.

CAA is the leading entertainment and sports agency, with extensive resources and dealings in licensing. Global Brands is an international brand management group that manages fashion, lifestyle, entertainment and sports. It trades on the Hong Kong stock exchange HKEx.

"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, Chief Executive Officer and Vice Chairman of Global Brands Group Holding Limited.

"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."

Brands developed by the agencies have included Kate Hudson's Fabletics, Eva Longoria Home for JCPenney, and Kely Ripa Home for Macy's.

The joint venture, CAA-GBG, will operate as a subsidiary of Global Brands and will be the operating vertical for its brand management business.

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.


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