The new venture is the fourth non-legal business within The Mishcon de Reya Group and “the first brand management business to be launched by a leading law firm in the U.K.,” according to a company statement.

The agency will aim to address the concerns of brand owners in the global marketplace and account for the overlaps in creative, commercial and legal interests. It will also provide services in brand licensing, franchise development, commercial and strategic partnership, IP and trademark strategy, reputation management as well as digital and cyber functions.

MDR Brand Management is led by its new chief executive officer Daniel Avener, who formerly worked as senior vice president of global brands at CAA/GBG.