Brand Activation Consulting was established in 2015 by industry veterans Michelle McLaughlin and Bob Traub. The roots of the business were in brand consulting in areas of marketing, retail positioning and sell-in, international expansion, and licensing strategy for companies such as Reckitt Benckiser, Nuby Baby Products, Build-A-Bear Workshop, A&E Networks, and Dreamworks. Due to the success of inagural brand extension clients PEEPS® and Build-A-Bear Workshop, BAC's brand licensing client list has grown to include the Hershey Company, Skippy Peanut Butter, Rebel Girls, and more.
We pride ourselves on understanding the whole picture; brand management, insights, product development, marketing, sell-in, and sales maintenance. We speak the same language as the marketing and sales teams, creating ease of selling a concept within a company, or directly to buyers.
CEO - MICHELLE McLAUGHLIN is a versatile marketing and retail executive with a strong track record of success in the areas of strategy, partnerships, retail development, and brand extension. With over 20 years of experience, McLaughlin has worked for best-in-class companies including; The Licensing Company, Nickelodeon, Mattel, and Warner Bros.
She has also managed global strategy, marketing, channel marketing, partnerships and licensing for brands including; Scooby-Doo, SpongeBob SquarePants, Dora The Explorer, Blue’s Clues, Jeep, Coca-Cola, Lysol, Veet, Barbie, Welch’s, GE, Burger King and more.
Most recently Michelle held executive positions at The Licensing Company (TLC) in North America and China, managing all aspects of the business.
COO - BOB TRAUB has over 20 years of licensing experience and has served senior roles in marketing, licensing, and retail development with Marvel, Nickelodeon, BBC, and Chorion, where he launched and nurtured some of the worlds largest entertainment brands.
Traub is the winner of 12 LIMA and industry awards, including nine for retail promotions, as well as Target and Sears Vendor of the Year. Most recently, Bob launched the licensing division of Established Brands, a retail development company focused on bringing exciting, innovative, merchandising strategies, ideas, and products to retail.
Prior to his life in entertainment, Bob spent 7 years at Nestle, having left as Director of Sales.