Penske Media Forms PMC Brand Group

Penske Media Corporation (PMC) has restructured its domestic licensing team with the creation of its PMC Brand Group (PMBG), an in-house agency dedicated to building licensing programs, partnerships and consumer products for PMC’s portfolio of brands, including Rolling Stone, Variety, Billboard, SXSW, The Golden Globes, VIBE, SHEMedia, The Hollywood Reporter, Robb Report and many others.    

Thomas Ferguson, vice president, licensing, partnerships and consumer products, will lead the team, which includes Laura Ongaro, associate vice president, licensing and partner management, and Noelle Hickey, associate director, marketing and partner management.  

“The PMC Brand Group was created to refine our approach to extending the touchpoints of PMC’s iconic brands,” says Ferguson. “This is also a signal to the industry that we are not only focused on new and existing partnerships but also the growth, long-term success and strategic vision of each deal we bring in on behalf of the brands.”  

“We’re uniquely positioned to support the PMC Brand Group across the business,” says Craig Perreault, chief digital officer, PMC. “Our digital ad sales, editorial, social and e-commerce teams have the ability to amplify and support our licensing partnerships through thoughtful storytelling and campaigns with a 360-degree approach.” 

“We’re proud of our brands and the legacy they carry with them,” continues Ferguson. “As we consider deals moving forward, we are looking to evolve the brands by pushing boundaries with innovative products, world-class experiential concepts and best-in-class partners.”   

With businesses spanning industries, including entertainment, music, fashion, beauty, art, sports and luxury, the PMC Brand Group looks to build partnerships and cross-sell the brands for maximum impact and to lead consumer experiences within these sectors.   

The PMC Brand Group will work closely with PMC’s Strategic Solutions Group and the International Markets team in collaboration with world-class sponsors and licensed media partners globally.