EnterSport Rebrands As Magna Global Licensing

Move to get closer to clients

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%%STORYIMAGE_RIGHT%% EnterSport, the exclusive licensing unit of Interpublic Group of Cos., has renamed itself Magna Global Licensing, reflecting a repositioning of the brand within Interpublic.

"When you looked around the IPG network, you've got one specialized offering in licensing which really should be positioned in a neutral way. It makes sense to park it at Magna Global because you've already got that neutral consolidated media negotiation expertise," said Michael Nyman, CEO of Bragman Nyman Cafarelli Marketing & Public Relations and the founder of EnterSport. "Bill [Cella, Magna Global CEO] and the great work that's been done in that group will offer our licensing group greater headway and opportunity. It gets [Entersport] more integrated and more woven into the DNA of IPG and closer to their core client base."

%%PULLQUOTE_LEFT%% Andy Cohan, who currently runs the group as exec VP, becomes principal, effective immediately. Cohan continues to report to Nyman.

In less than two years, the unit has signed more than a dozen clients and has developed several programs, including George Foreman's apparel line, an exclusive license with Casual Male. The company has also launched the Maxim lifestyle program in home furnishings with licensed programs from PEM America and Z-Line Designs in the areas of furniture, bedding and bath.

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