Electrolux taps Beanstalk exec to head global brand licensing team

 
The Electrolux Group today announced the appointment of Ciarán Coyle as new Vice President and Head of Global Brand Licensing. Coyle was previously President of Europe & Asia Pacific of the Omnicom-owned global brand licensing agency Beanstalk.

The Electrolux brand portfolio already ranks well inside the world’s top 20 licensors with a value of more than USD 3 billion at retail. Besides Electrolux, the Group’s portfolio includes more than 50 brands, including AEG, Zanussi and Frigidaire. “Enhancing the value of the Electrolux portfolio of brands, reaching new consumer segments, exploring new partnerships and driving new revenue streams through strategic brand licensing is a key part of our brand strategy,” comments MaryKay Kopf, Chief Marketing Officer of Electrolux. “Ciarán is a global expert in his field and we look forward to seeing the development of this important area of our business under his leadership.”

During his 11 years at Beanstalk, Coyle has been responsible for the development of Beanstalk’s agency business in Europe and Asia Pacific, representing numerous global brands including Harley-Davidson, Jack Daniel’s, Stanley, Black & Decker, Procter & Gamble, Jaguar, Land Rover and Volvo.

“With a strategic approach to brand licensing, executing each program professionally and staying true to each brand’s core equity, it is possible to drive significant brand value in a number of ways,” Coyle says. “These include reaching both new and existing consumers with dynamic and relevant ways to experience their favorite brands, driving diversified, high-margin, revenue streams and, importantly, protecting Electrolux’s highly-valued trademarks in numerous categories and geographies.”

Coyle will be based at the Group’s North American headquarters in Charlotte, North Carolina, and report to MaryKay Kopf. “Ciarán comes to Electrolux with strong experience in building global licensing programs for some of the world’s most famous brands,” Kopf says. “We are thrilled that Ciarán will be joining the senior leadership of our global marketing team and helping create value for our extensive portfolio of leading brands.”