Creative Artists Agency acquires Beanstalk, a leading licensing company, as it seeks to build expertise in managing brands and associated products.
For years, Beanstalk has helped Diageo’s Guinness enter apparel and food. KelaNova, formerly known as Kellogg, has found a way to incorporate the popular cereal into its ice cream products. Expand Dole’s fruit products to the children and pet markets. The company was founded in 1992 and has offices around the world.
Financial terms of the deal were not disclosed.
Earlier this year, Beanstalk was acquired by its management team and an investment group led by the family office of venture capitalist and entrepreneur Jason Epstein. Beanstalk was previously part of Omnicom Group, a major marketing and advertising services holding company that merged with former rival Koss’ Interpublic Group, but Omnicom acquired Beanstalk from Ford Motor Co. in 2005, which acquired the licensing agency in 2001 as part of a growing push into licensed products tied to car brands such as Ford, Volvo and Aston Martin.
Beanstalk is integrated with CAA Brand Management. “CAA Brand Management and Beanstalk share a common belief in the power of creativity, collaboration and integrity to create lasting brand value,” Perry Wolfman, the division’s CEO, said in a prepared statement. “We have long admired Beanstalk’s reputation for excellence and dedication to customer service. Combining our teams brings together two industry leaders who view brand management not as a transaction, but as a trusted partnership based on purpose and performance.”
Beanstalk CEO Alison Ames will become co-president of CAA Brand Management alongside Noah Gelbart. Gelbart said in a statement that the combination of assets provides “deeper category expertise, broader global reach and greater strategic innovation.”
