New Licensing Division Drives 2019 Growth for The Tangent Agency

Marketing firm adds 360-degree licensing capabilities – from strategy
to creative to execution

Tangent Agency
, a fast-growing brand strategy and creative agency,
today announced the launch of its licensing division. Tangent has
already been working closely with consumer products and licensing groups
across the entertainment industry, including Warner Bros., Fox,
NBCUniversal and Sony. One of Tangent’s recent creative licensing
collaborations was developing the promotions, retail and packaging guide
for Universal Pictures’ and Illumination’s “The
Secret Life of Pets 2
,” which will be hitting store shelves globally
this summer.

“Licensing exists because people want to continue experiencing an IP,
brand or character beyond how they already engage,” said Marc Becker,
CEO of Tangent. “Many are leaving a lot of money on the table by
treating licensing as an afterthought, and we are working to change this
by making brand extensions part of the initial strategy. Tangent
Licensing will allow clients to focus on their core business, while we
help them realize their full potential – building stronger fan
relationships, lasting engagement and unlocking new revenue streams.”

Tangent has developed licensing strategies, sales materials and creative
for hundreds of the top global entertainment IP and franchises across
every genre. With this new division, Tangent will go beyond its
award-winning strategy and creative to provide end-to-end consumer
products and licensing services. It works with IP owners to handle the
full licensing life-cycle – from strategic planning, artwork and brand
building to partnerships, deal-closing and retail execution.

“I don’t start any project without first reaching out to Tangent for the
best strategies and materials,” said industry veteran George Leon,
founder and CEO of Cakewalk Entertainment.

Tangent brings a unique angle to the traditional licensing agency by
leveraging its innovative in-house team of designers and marketing
experts to build brands, and connect them with a robust network of
licensees, publishers and retailers. Building upon the conventional
licensee and retail models, Tangent will also employ newer tactics such
as direct-to-consumer sell-through and influencer engagement through
social media.

“Marc and his team have nailed the formula for creating unique
cross-category campaigns led by break-out creative,” said Lora Cohn, who
served as SVP of Global Sales Strategy at 20th Century Fox
Consumer Products.

Brands, talent, influencers and IP holders can harness the same power as
big franchise properties. Now clients can tap into Tangent’s diverse
team of specialists who bring decades of strong licensee relationships
across every category, including toys, apparel, publishing, gaming,
costumes, health & beauty, across both traditional and digital
platforms. Tangent Licensing will serve as an outsourced licensing
department or as an extension of an existing team.

About The Tangent Agency

The Tangent Agency is an industry-leading marketing powerhouse working
hand-in-hand with partners to fortify properties with innovative content
and captivating creative, always built upon the foundation of
insight-driven strategy. Tangent’s experience working with studios,
brands, agencies, creatives and filmmakers provides the company with a
unique perspective to see the big picture and bring big ideas to life.
Recent Tangent projects include work promoting hit properties,
franchises & brands such as “Wonder Woman,” “Jurassic World,” “Crazy
Rich Asians,” “Despicable Me,” “Deadpool,” “Straight Outta Compton,”
“Fast and Furious,” “Logan,” “First Man,” “Dunkirk,” “Spider-man,”
“Overwatch,” “Saturday Night Live,” “Shark Tank,” “American Idol,”
“Looney Toons,” “Lost In Space” and many more.

To learn more, please visit


Media Contact
Trish McCall

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