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Creative Artists Agency acquires full ownership of CAA-GBG

Entertainment and sports agency Creative Artists Agency has acquired full ownership of the business of CAA-GBG Global Brand Management Group.

Prior to the transaction, the brand management agency was operated through a joint venture formed in 2016 between CAA and Global Brands Group (GBG).

CAA’s newly named CAA Brand Management division has immediately been integrated into the day-to-day operations of the agency.

The division – which is currently handling brands including Budweiser, Coca-Cola, The Cheesecake Factory, Formula One, Jaguar Land Rover, the Bob Marley Estate, Minecraft, Netflix, Playboy, Red Bull Racing, Riot Games and Skechers among others – will be co-led by Perry Wolfman and Noah Gelbart, with some 160 employees across its network of offices.

These span 20 countries including the UK and US, as well as China, India, Japan, South Korea, Thailand, Indonesia, Philippines, Germany, Spain, Italy, Mexico, Australia and Brazil among others.

“CAA Brand Management is a best in class service offering, with a truly global reach, and unmatched capabilities and expertise in the brand extension space,” commented Jim Burtson, president of CAA. “We are thrilled to be able to bring these robust resources to our clients worldwide.”

Kevin Huvane, co-chairman at CAA, continued: “Our clients are always looking for new and innovative ways to engage with audiences, be it through their stories, their passions and priorities, or their values and beliefs.

“This talented group of executives have built award winning branded programmes, and we are excited to bring their expertise in-house to help our clients expand their brands and IP into new consumer product categories and experiences.”

Perry and Noah said that integrating CAA Brand Management into the day to day operations of the agency will “provide us unique access to CAA’s tremendous reach, resources and relationships, which will amplify our efforts globally”.

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