Mishcon de Reya announced today that it has launched a new brand management business, MDR Brand Management.

This is the first brand management business to be launched by a leading law firm in the United Kingdom, and is the fourth non-legal business within The Mishcon de Reya Group, sitting alongside MDR Cyber, MDR Discover and Mayfair Private.

MDR Brand Management has been created to address the growing complexity that brand owners face in the global marketplace. It is built on a unique set of foundations, recognising that there has never been more overlap between creative, commercial, regulatory, digital and legal considerations.

Its offering includes:

  • Brand licensing, franchise development, and commercial and strategic partnerships: Unlocking value for brand owners.
  • IP and trade mark strategy: Creating, protecting and commercialising a brand's IP.
  • Reputation management: Building and protecting a brand's reputation.
  • Digital and cyber: Understanding that all business is conducted within the context of a digital world.

Operating in 10 locations around the world through associate partner offices, MDR Brand Management is led by a newly appointed CEO, Daniel Avener. Daniel joins from CAA/GBG, the world's largest brand management group, where he was Senior Vice President of Global Brands, managing a brand portfolio across 24 offices and more than 100 markets that delivered over US$1 billion of retail sales in 2017. He has worked with some of the biggest global brands and personalities including Coca-Cola, David Beckham, Skechers, Mercedes-Benz, The Hershey Company and Kodak.

Kevin Gold, Managing Partner at Mishcon de Reya, said: "Each of the services offered by The Mishcon de Reya Group has a strong connection to the business of law and is complementary to our core areas of work. Through MDR Brand Management, we will provide a unique service to our clients that redefines the brand management offering – a first for both the legal sector and the world of brands."

Daniel added: "This is an exciting opportunity to create a new kind of brand management business. MDR Brand Management brings together the different strands of creative, commercial, regulatory, digital and legal under one roof. Clients will have access to a full spectrum of integrated brand services, as well as benefitting from Mishcon de Reya's international community of decision makers, global thought leaders and innovators."