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THE BIG INTERVIEW: ASPIRE BY WILDBRAIN CPLG
Inset: ASPIRE has recently started representing Sauber Motorsports, which owns and operates the Alfa Romeo F1 Team ORLEN racing team. Right: There are currently over 15 brands in the ASPIRE portfolio. Below: Yale is just one of the iconic US institutions that the agency has in its portfolio.
Driving ambition Having rebranded its lifestyle division to ASPIRE by WildBrain CPLG earlier this year to further underline its integral importance to the business, the agency has bold plans for even more growth. LSB catches up with commercial director, Victoria Whellans, to find out more. “It’s a hugely exciting time for WildBrain CPLG and ASPIRE,” begins Victoria Whellans, commercial director of the newly named lifestyle division of the agency. First created two years ago when the agency recognised the need to have a dedicated team that was focused on maximising the revenue of its growing corporate and lifestyle portfolio, the division has become an integral pillar in the business, with over 15 brands in the roster. “The rebrand of the division further reflects our commitment to supporting our corporate and lifestyle partners and makes a clear distinction between brands that fall under ASPIRE, and those that sit within the entertainment or sport sectors,” explains Victoria. “ASPIRE is aspirational in name and expresses our desire, ambitions and commitment to developing this part of
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our business to generate long-term revenue. The ASPIRE portfolio is wideranging, but we have clear objectives in place for each brand and will be focused on developing tailored and aspirational licensing programmes. “This is just the start of our plans for ASPIRE. We’re in discussions with several potential new partners and have meaningful plans for ASPIRE to contribute a significant part of the agency’s revenue over the next three to five years.” The division is currently a tight-knit team of four – Victoria and senior sales manager, Jennifer Gould, plus a new senior sales manager and partnerships manager. “We’ll also be utilising our sales teams on the ground across the world to secure local licensing and retail opportunities,” Victoria adds. “I’m also working closely with Jasen Wright, our vp of North America, as a key priority is to grow our portfolio of Left: Victoria Whellans, commercial director, ASPIRE by WildBrain CPLG.
LICENSING SOURCE BOOK EUROPE 2022
