Brandgenuity launches European arm

US licensing agency Brandgenuity is expanding its operations internationally with the launch of a European office.

Licensing industry veteran Teri Niadna will be the managing director of Brandgenuity Europe, based in the Bloomsbury section of London.

“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. 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.”

Before joining Brandgenuity, Niadna led the NFL licensing effort in Europe.

“I am delighted to be returning to the agency side, and couldn’t be happier to join the Brandgenuity team,” said 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.”

Brandgenuity Europe 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.

Brandgenuity Europe will exhibit at this year’s Brand Licensing Europe in London next month at booth #N52.

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