Coca–Cola Taps Brand Licensing Team

Former Coca-Cola worldwide licensing and retail department executives, Cindy Birdsong and John Shero, will oversee the recently formed BLT agency.

"We will position ourselves as a 'boutique agency' focusing on a core basis of licensors who value licensing as an integrated part of their marketing mix and who will leverage design as a core capability and competitive advantage," says Shero.

In 2008, Coca-Cola saw growth in its licensing segment and plans to continue seeking partnerships for merchandise targeted to young adults, as well as products that rebrand its image in a modern way.

Outside of North America, Coca-Cola has worked with other licensing agencies, such as The Licensing Company in Europe and Redibra in Brazil.