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Brandgenuity Launches European Office

Agency will exhibit at BLE in October

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New York, NY (September 18, 2015) – Brandgenuity, a leading, US-based full-service licensing agency has announced its plan to expand operations internationally this fall. Licensing industry veteran, Teri Niadna, will be the Managing Director of Brandgenuity Europe and will lead efforts to launch European operations.

“We are thrilled to be expanding into Europe as it will help us provide a global solution to our clients,” said Jay Asher, Partner, Brandgenuity. “We have been waiting for the right time and the right person to lead our international expansion.” Added Asher, “We have known and worked with Teri for more than 15 years. ¬†She shares our strategic approach to brand licensing and brings a tremendous amount of international experience that will serve our current and future clients well.”

For two decades, Ms. Niadna has made significant contributions to the world of licensing, creating award-winning extensions for iconic brands. She has had experience championing brands both as an agent and as a client. Most recently, she led the much-revered NFL licensing effort in Europe.

Brandgenuity Europe will replicate the agency’s award-winning and proven approach to licensing. Like its U.S. counterpart, Brandgenuity Europe will be built around a central promise: all clients receive hands-on attention and direct involvement of agency partners at every stage of program development. The boutique agency will be “personal on purpose” and will approach licensing as true business development.

The European office will tap into a vast network of manufacturer and retail contacts and will follow the agency’s time-tested approach to brand extensions characterized by thoughtful strategies up front, smart prospecting, nuanced legal support and attention to detail and product quality.

“I am delighted to be returning to the agency side, and couldn’t be happier to join the Brandgenuity team,” said Teri Niadna, “We have a great deal of shared history and mutual admiration and respect. Brands looking for a proven agency with a global team should feel confident with this agency solution.”

As Brandgenuity is independently-owned, clients of Brandgenuity Europe can look forward to collaborating directly with the principals of the agency who are true partners in the process.

Brandgenuity Europe will exhibit at this year’s Brand Licensing Europe (BLE) in London next month at booth #N52. For information, please contact teri@brandgenuity.com.

Brandgenuity Europe will be based in the Bloomsbury section of London.

About Brandgenuity

Brandgenuity LLC is a leading independent brand licensing agency based in New York with offices in London. The agency is ranked amongst the top 15 licensing agencies worldwide. Brandgenuity extends famous and iconic brands into new categories to build awareness and generate incremental revenue. A full suite of licensing services includes strategic licensing planning, prospecting, legal support & contract negotiation, retail development and assisting manufacturers in the strategic acquisition of licenses. The agency’s clients include Stonyfield Organic, Viacom Network, Arm & Hammer, Hawaiian Tropic, Banana Boat, Playtex, Pepperidge Farm’s Goldfish, The Boppy Company, Winnebago Industries, Gas Monkey Garage, and MGM Studios, among others. For more information, please visit www.brandgenuity.com.

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