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Coca–Cola Taps Brand Licensing Team

Atlanta, Ga.-based Brand Licensing Team (BLT) will be the agency handling The Coca-Cola Company's licensing program in North America, effective March 1.Former Coca-Cola worldwide licensing and retail department executives, Cindy Birdsong and John Shero, w

April 6, 2018

1 Min Read

Atlanta, Ga.-based Brand Licensing Team (BLT) will be the agency handling The Coca-Cola Company's licensing program in North America, effective March 1.

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.

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