About Us

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"I created IBE in 2006 after years of working in law firms and large corporations. It became obvious to me that combining legal and marketing strategies early in business and brand development projects would drive value for all involved. Sharing that insight around me produced enthusiasm with a wide variety of business professionals. So I decided to bring this idea to life. First in London, then Sydney and now in NYC since 2013:"

"WE COMBINE LEGAL & MARKETING
EXPERTISE TO DELIVER BRAND GROWTH -
FROM STRATEGY TO IMPLEMENTATION"

Tatiana J. Whytelord

LEADERSHIP

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TATIANA J. WHYTELORD

FOUNDER & PRESIDENT

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Tatiana is an Intellectual Property, Branding & Advertising Law Expert with over 25 years of experience gained at top tier law firms and multinationals in Canada, USA, France, Monaco, Italy, Mexico, UK and Australia. Tatiana has advised on IP portfolios and strategies for many luxury brand groups including LVMH, Diageo, Gucci, Marithe & Francois Girbaud, BMW, Perrier-Jouet, Mumm and Courvoisier. She regularly sits on the advisory panels of start ups and new-to-world brands. Tatiana was recently recognized by the National Association of Professional Women for outstanding excellence and dedication to her profession. She is a Harvard University graduate with a Masters of Law in Taxation.

EDOUARD BEASLAY

CEO

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Global brand builder for 30 years with multinationals in Europe, the US, Latin America, Asia & Australia, Edouard has led the marketing strategy of global brands such as Martell Cognac, Mumm Champagne and Jacob’s Creek Wines and was the CMO of Pernod Ricard’s Global Wine Division in Australia before moving to New York in 2014. His experience spans developing business & marketing strategy, leading innovation and delivering integrated marketing plans including consumer insights, communication, sponsorship, PR, digital, NPD & licensing. He is part of advisory boards of SMEs and start ups in Europe and North America. He is holds an MBA from Indiana University Kelley School of Business.

MARTIN CRIBBS

SVP LICENSING

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One of the country’s foremost thought leaders on licensing and branding, Martin has represented properties such as Lady Gaga, Katy Perry, Justin Bieber, and the estates of Albert Einstein, Mahatma Gandhi, the Wright brothers, and many others. He works with brand owners and retailers in conceptualizing, developing, and implementing brand licensing strategies that maximize a licensor’s IP assets.

Prior to joining IBE, Martin was Head of Licensing for Universal Music Group and began his career with the Estate of Andy Warhol, building an international brand licensing business with licensees in more than a dozen countries around the world.

WHERE

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Intelligent Brand Extension is headquartered in New York’s iconic Flatiron area. We provide services to our clients from some of the world’s most trend-setting capitals such as London, Los Angeles, Montreal, Milan, Paris and Sydney.

We are present across all continents and key cities, ensuring local presence at all times through our members and affiliates.