November 17, 2023
Penske Media Corporation (PMC) has announced Thomas Ferguson is now vice president of product licensing. In this role, Ferguson will lead the product licensing team and develop new licensing extensions and partnerships, meant to expand consumer touchpoints across the PMC portfolio of brands.
“Thomas brings extensive experience to the branded consumer products and licensing team,” says Craig Perreault, chief digital officer, PMC. “I look forward to watching the growth and evolution of PMC’s licensed products under Thomas’ stewardship. We are thrilled to have him on board.”
“I am proud to join PMC and have the ability to leverage such an iconic portfolio of brands, leading new business development and strategy alongside an incredible team,” says Ferguson. “We are looking for partners with whom we can build best-in-class experiences, products and brand extensions that will drive new consumer touchpoints and meaningful growth opportunities globally.”
Prior to joining PMC, Ferguson founded the brand development firm, Backstory, where he leveraged his relationships and award-winning experience to consult on the design, development and strategic licensing programs for a diverse array of brands, artists and experts.
In 2019, Ferguson was named in License Global’s Influentials’ 40 Under 40 report, while at Endemol Shine North America as vice president, licensing partnerships. He was responsible for multi-million-dollar licensing partnerships across consumer products, publishing, e-commerce, immersive experiences and live events for TV shows such as “Black Mirror,” “MasterChef” and “MasterChef Junior.”
As a market leader in immersive entertainment, Ferguson oversaw the business and creative for first-of-their-kind brand extensions, like the “MasterChef” Cruise, Eat with “MasterChef” and the “MasterChef Junior” live tour. He produced the “Black Mirror:” Nosedive board game in collaboration with Funko and Asmodee, and the cookbook, “‘MasterChef Junior’ Bakes!” with Clarkson Potter. Both projects were nominated for Licensing International awards.
Before joining Endemol Shine North America, Ferguson was the head consulting designer for the creative agency, Focus Group West, where he ushered client-facing design and product launch services for brands such as John Varvatos, Carolina Herrer and BCBG. He also consulted on Disney’s first e-commerce sales endeavor for fan club, D23.
Ferguson is based in Los Angeles and reports to Perreault. He joins Laura Ongaro, associate vice president, licensing and brand partnerships, PMC, who oversees partner and brand management as well as project execution and Noelle Hickey, senior manager, DTC e-commerce marketing, PMC.
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