Omnicom’s Diversified Agency Services, a network of 175 companies in 71 countries, acquired Atlanta-based Nancy Bailey & Associates and merged it into Beanstalk, a global brand licensing agency representing 35 major brands, in January. Nancy Bailey was named a vice chairman of Beanstalk and will report directly to Michael Stone, Beanstalk’s president and chief executive officer.
Nancy Bailey & Associates reported $225 million in retail sales of licensed products based on its key properties include Mr. Clean, Scope, Febreze, Cover Girl, Tide, Crayola, Pennzoil, Quaker State, Travelocity, 9 Lives, Hostess, Wonder Bread and USA Today. “I have been in the licensing business a long time and I can truly say that there is no organization other than Beanstalk with which I would rather merge my company,” says Nancy Bailey.
“Michael and his team have consistently been at the forefront of our industry, helping to raise the visibility of licensing as a strategic marketing tool through thought leadership and an incredibly impressive portfolio of work. Combining our companies’ talent and experience will have a major impact in the industry and we are excited about the future together.”
Beanstalk and Nancy Bailey & Associates combined forces to better serve their clients, including The Procter & Gamble Company. Both agencies represent a number of P&G brands, and the new combined entity will consolidate the agency P&G representation across the U.S., Europe and Asia.
“Nancy Bailey & Associates and Beanstalk are without question the two preeminent brand licensing agencies in the world,” says Tom Harrison, chief executive officer of Diversified Agency Services. “Not only have they both been true pioneers in corporate licensing but they both continue to innovate and push the industry forward with their creativity and leadership. Together, they form the biggest, most experienced, successful and innovative licensing agency in the world.”