LIFESTYLE
Great Aspirations WildBrain CPLG, a world-leading entertainment, sport and brand licensing agency, has rebranded its rapidly growing Lifestyle division under the new name “ASPIRE”, with an expanded mandate to accelerate growth of the agency’s Corporate & Lifestyle brands portfolio. The dedicated group and new brand, flying under the WildBrain CPLG banner, reflect the agency’s commitment to growing meaningful opportunities for existing and new partners in the Corporate & Lifestyle space. ASPIRE will focus on building long-term strategic partnerships for leading global brands across such categories as art and heritage institutions, FMCG, fashion and lifestyle, hardware, and automotive. Total Brand Licensing sat down with Victoria Whellans, talking about her new role as Commercial Director at ASPIRE, what lead up to the rebrand, and exciting plans for the future. Can you tell us more about ASPIRE’s diverse Corporate & Lifestyle brand portfolio? We have a fantastic portfolio of world-renowned brands spanning many different industries – FMCG, institutions, art, hardware, fashion and more. We currently have over 15 brands in the ASPIRE portfolio, which has expanded and diversified rapidly over the last two years with the addition of Malibu, Harvard University, the University of Southern California, renowned international artist Romero Britto and, most recently,
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Master Lock and SentrySafe as well as Sauber Motorsports and its Alfa Romeo F1 Team ORLEN. And what led the decision to create the rebranded division? The WildBrain CPLG Lifestyle division was first created two years ago when we recognised the need to have a dedicated team that was focused on maximising the revenue of our growing Corporate & Lifestyle portfolio. Since then, the division has become an integral pillar for the agency as we continue to evolve and expand our business. In comparison to brands in the entertainment space, those within Corporate & Lifestyle can be more complex, are often new to licensing and can require a more high-level and strategic approach. Quite often we’re targeting licensees that are different to those we would typically work with across our entertainment line-up. The rebrand of the division further reflects our commitment to supporting our Corporate & Lifestyle partners and makes a clear distinction between brands that fall under ASPIRE, and those that sit within the enter-
tainment or sport sectors. ASPIRE will focus on building long-term strategic partnerships for leading global brands across such catego-
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