Law firm Mishcon de Reya’s (MDR) new brand management group forms a strategic partnership with brand consultant Zag as it continues to build out its global licensing agency business.

The 500-attorney firm, which specializes in IP law, formed MDR Brand Management in June and will provide brand licensing and franchise services to Zag. Zag will give MDR access to consumer data profiling and customer acquisition technologies, says MDR’s Daniel Avener.

“Brands now live and breathe in the digital world,”  says Avener. “Understanding consumer data and validating new products and markets is vital in any brand’s growth strategy.” Zag’s technologies will enable MDR’s clients to “optimize” growth strategies by confirming demand for  brands at  retailers or in given markets before products launch.

Zag, recently spun off from the advertising agency Publicis Groupe’s Bartle Bogle Hegarty (BBH), was formed in 2006 and has worked with a range of clients in creating brand identities, including the UK online furniture retailer Swoon and London Fashion Week.

Contact:

MDR Brand Management, Daniel Avener, CEO, +44 20 3321 7699, Daniel.avener@mdrbrand.com

Zag Ltd, Anu Shah, CEO, +44 20 7453 4010