Electrolux Names New Brand Exec

Ciarán Coyle has left the licensing agency Beanstalk to lead the licensing for The Electrolux Group as vice president and head of global brand licensing.

Coyle previously served as president of Europe and Asia Pacific at Beanstalk.

The Electrolux Group is the 17th largest licensor in the world with $3.1 billion in retails sales of licensed products for its brands, according to License! Global’s exclusive Top 150 Global Licensors report. In addition to Electrolux, the group’s portfolio includes more than 50 brands including AEG, Zanussi and Frigidaire.

During his 11 years at Beanstalk, Coyle was responsible for the development of the agency’s 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.

“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,” says MaryKay Kopf, chief marketing officer, Electrolux, to whom Coyle will report. “Ciarán comes to Electrolux with strong experience in building global licensing programs for some of the world’s most famous brands. 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.”

“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,” says Coyle. “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.”

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