London law firm Mishcon de Reya (MDR) has formed a brand management group, bringing the 500-attorney firm, which specializes in IP and trademark law, into the global licensing agency business for the first time. The move is part of broader effort by law firms and other professional service companies to offer a range of services, says MDR Brand Management CEO Daniel Avener, a former executive at CAA/GBG, who left the agency in December and launched the MDR business in June.

The brand management business has signed an agreement with an unnamed home goods company to bring it into licensing in the UK and Europe for the first time, says Avener.

MDR also will pursue clients in food and beverage, automotive and entertainment, all categories in which the law firm already does business. MDR Brand Management will have associates in 10 offices globally including in New York and Los Angeles. In addition to MDR Brand Management, the law firm operates MDR Discover (electronic data service), MDR Cyber (cybersecurity) and Mayfair Private (high-end private client advisory business).

“The days of brand owners going to attorneys for one service, brand agents for another, and cybersecurity for yet another are numbered,” says Avener. “Brands are looking for a place where brand management is looked at in a holistic way in which all the services are connected.”

Contacts:

MDR Brand Management, Daniel Avener, CEO, +44 7710 078 595,  Daniel.avener@mdrbrand.com