Growing a Legacy Brand with Art Ask Agency

Art Ask Agency is celebrated as one of the top licensing agencies in Europe, representing world-renowned lifestyle properties such as Jimmy the Bull, The Camden Collection, Anne Stokes, and The Frida Kahlo Corporation.


The Barcelona-based operation has become a model of success for licensing agencies interested in extending art and internet brands into the home, apparel, HBA, and home décor categories, among others. To grow the Frida Kahlo program, one of the most popular to date, the team was tasked with addressing new challenges and preparing for new opportunities.

Operating in Spain, the U.S., the U.K., and more, Art Ask Agency is used to facilitating deals to satisfy a variety of audiences. The Frida Kahlo program gave them a new challenge. They needed to educate people about the prolific 20th-century artist, make the program accessible to all consumer levels, tap into multiple distribution streams, and keep track of granted rights in all territories while ensuring that the life and legacy of Kahlo were respected.  

To do this, Art Ask Agency needed to employ digital tools to support new consumer habits and to evaluate their success in each market. They needed a system that would allow them to see all of their deals at once, manage their granted rights, assess the capabilities of both existing and new licensees, and generate reports anytime, anywhere.

They chose to introduce licensing relationship management technology into their workflows. They wanted to have detailed analysis and intuitive data about their licensing deals. More importantly, they wanted to ensure that Frida's message of female empowerment, self-expression, and self-determination reached and resonated with audiences around the globe.

The Challenge: Too much paperwork, not enough analysis

In the past, the agency used spreadsheets and documents to store, save, and share information and to evaluate the progress of their deals. They would dedicate long hours to analyzing records to create reports that lacked in-depth analysis. Unsatisfied with the limited data, they wondered If a digital solution would help them maximize their efficiencies. They asked:

  • Do we need to invest in technology to help us to achieve our goals?
  • Would a software solution help us maintain growth for the licenses we represent/growth for our agency/have solid pillars within our business for the future?
  • Is there a tool that can keep up with changes in software technology?
  • Can we rely on the data we will get?
  • Will our data be secure?

By asking these questions, they were able to weed out technologies that ignored their needs.

The answer: A centralized licensing relationship management solution with real-time reporting capabilities

To meet these challenges, Art Ask Agency started by centralizing their data to understand where the Frida Kahlo program stood and what opportunities there were to grow. The company turned to Flowhaven, which gave Art Ask Agency a single access point for their contracts, partners, rights granted, growth, and actionable data on customer engagement and behavior.

The 360° dashboard-supported view into each deal gave them a real-time, detailed insight into which messages and imagery resonated with their audience. That included feminist themes, Mexican heritage, bold colors, and Frida's signature style of dress. The insights helped them make decisions about when to change or double-down on their strategy.

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By centralizing their data and making it accessible to their in-house team and external partners, Art Ask Agency was able to enhance collaboration across teams to finally lead with the detailed data they needed to identify and speak to their customers. Today, Art Ask Agency has a clear picture of how the Frida Kahlo program is performing, where they need to refine their marketing strategy, and how increased access to data helps the whole company.

The results:

Through its partnership with Flowhaven, Art Ask Agency used intelligent data to transform the Frida Kahlo program while honoring the artist's life and legacy and supporting collaborations that resonated with their audience.

The licensing programs of their top licenses, including Frida Kahlo, have increased in the number of active agreements but also, and more importantly, the solidity and potential of the great licensees on board. Recent deals for the brand include a line of jewelry, footwear, accessories, lingerie, home décor, with many more coming down the pipeline.


Flowhaven helped Art Ask Agency create several synergies between their licensees, putting together experts in their fields to increase overall sales of licensed products. Being more familiar with their customer relationships helped them build successful partnerships in all areas.


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