WildBrain CPLG rebrands its Lifestyle division as ASPIRE

WildBrain CPLG has rebranded its Lifestyle division under the new name ASPIRE.

As well as covering the agency’s Lifestyle portfolio, ASPIRE will also take charge of the agency’s Corporate brands portfolio.

As part of the rebrand, Victoria Whellans takes on the new role as Commercial Director for ASPIRE, spearheading the division’s remit to develop ‘innovative, relevant and authentic brand extensions’.

“The launch of ASPIRE underlines our commitment to delivering dedicated, best-in-class global partnerships to harness the huge opportunities we see in the growing Corporate and Lifestyle sector,” said Whellans.

“Since we launched our Lifestyle division two years ago, we have generated new revenue streams for multiple licensor brands, extending them into new areas through our global reach and leading capabilities in licensing and brand management. We look forward now to building on this strong foundation with the ASPIRE brand.”

Whellans will work closely with Jasen Wright, VP North America, to drive the global strategy for ASPIRE, with a focus on North America as a key territory of initial expansion.

Wright added: “The licensing of Corporate and Lifestyle brands continues to see meaningful growth as brands explore new paths outside of their core use to reach consumers at retail. We see significant opportunity to expand this part of our business and look forward to opening up new avenues for our partners to help build their brands for the future.”

ASPIRE’s brand portfolio includes the likes of Malibu, Motul and Revolution, as well as Sauber Motorsports and its Alfa Romeo F1 Team ORLEN, The Master Lock Company, the University of Southern California and artist Romero Britto.

The ASPIRE group will grow with new hires in key locations worldwide, including New York, Europe and APAC, supported by international and local sales teams.