Beanstalk and Collaborations Licensing Announce Strategic Partnership
Agencies Form Alliance to Drive Creative and Culturally Relevant Brand Partnerships
New York, NY – Beanstalk, a global brand licensing agency, has entered into a strategic alliance with Collaborations Licensing, a full-service licensing agency and brand consulting firm that specializes in collaborations and brand partnerships. The alliance will enable both agencies’ clients to implement dynamic brand partnerships that engage new consumers and establish cultural relevance, while leveraging each other’s expertise in creative deal structures and co-branding opportunities.
“Beanstalk brings unparalleled access to some of the biggest brands in the world. We bring out-of-the-box ideas and the ability to execute partnerships that blend innovation and culture,” said Jason Kletzky, Founder and President of Collaborations Licensing. “By combining our respective strengths, we will bring a fresh perspective to the consumer products space that helps our clients stand out from the crowd and create new points of distinction.”
Collaborations was founded by industry veteran Jason Kletzky to fill a white space between street/skate brands and major licensors. Since its inception, it has transformed into a full-service licensing agency and brand consulting firm with a special focus on collaborations and co-branding opportunities. The agency is known for its disruptive strategy around collaborations that have brought together some of the biggest brands in fashion and streetwear with food & beverage, sports, music, and entertainment brands in limited-time activations while driving exponential marketing value.
Beanstalk has been active in the traditional licensed co-brand space throughout its history, with partnerships including Andy Warhol x Vans, Vespa x Adidas, and HGTV HOME x Sherwin-Williams. However, the market has now shifted. Across fashion, lifestyle, food and beverage, brand partnerships are being used as a marketing tool to generate buzz and engage consumers through limited-edition drops that create a sense of purchase urgency.
Collaborations’ relationships with culturally relevant brands and expertise in creative deal structures combined with Beanstalk’s best-in-class client roster will lead to groundbreaking new brand partnerships that amplify each brand’s presence in the zeitgeist. The agencies will work to establish bespoke and relevant brand partnership strategies for their collective clients to create on-trend products that surprise and delight consumers.
“While licensed products have always served as a revenue-generating marketing tool, the modern wave of brand partnerships today leans much more into a product’s ability to generate halo and hype, with those partnerships generating hundreds of millions of brand impressions to engage consumers,” said Allison Ames, CEO of Beanstalk. “In order to ensure our clients are not just keeping pace with, but setting trends, our alliance with Collaborations Licensing will further evolve the work that we have already accomplished in this space.”
About Collaborations Licensing
Collaborations Licensing was founded by Jason Kletzky in July of 2017 in Los Angeles, CA. The agency was formed to bridge a gap between the streetwear and skate brands and the major entertainment studios, music merchandise companies, corporate brands and other large IP owners. Since its inception, Collaborations has transformed into a full-service licensing agency and brand consulting firm, with a special focus on streetwear, skate and fashion collaborations and co-branding opportunities.
Beanstalk, a global brand extension licensing agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk offers a breadth of services across our practice areas, including brand representation, digital media representation (Tinderbox), manufacturer representation, cultural intelligence, brand partnerships, Web3, legal and financial services, and royalty auditing. The company is headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and Sao Paulo, and affiliates throughout the world. Beanstalk is the recipient of the 2022 Licensing International Excellence Award for Best Licensing Agency. For more information, please visit www.beanstalk.com. Beanstalk is a member of the Omnicom Specialty Marketing Group.
About the Omnicom Specialty Marketing Group
Omnicom Specialty Marketing Group (OSMG) aligns the growing demand for highly specialized consumer and retail marketing services with integrated solution teams consisting of the best talent to address clients’ needs. OSMG provides global services that include: point-of-sale marketing and merchandise technology, field marketing and sales support, brand extension and representation; talent management; Purpose; and consulting and fundraising for non-profit organizations. Omnicom Specialty Marketing Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC), that includes more than 200 companies in a wide range of marketing disciplines, including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.
About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 70 countries. Follow us on Twitter for the latest news.