• Conventional
  • Biz as Usual
  • Brand Builders
  • Expand
  • Vision
  • We are BSP

    BSP is a team of brand engineers: experts in marketing, branding, licensing, partnerships and on-the-ground experiential strategy. We design multi-faceted programs to address brand needs from all angles, creating consumer experiences with a 360° impact.

What We Do

BSP’s holistic brand engineering platform brings together our teams of experts to provide an agency experience that is beyond full-service. We will design, forecast, plan, recruit, create and promote everything needed to make your program truly comprehensive and effective.

  • Our Origins

    Brand Sense Partners was founded by the Chairman and CEO of NASCAR more than a decade ago with the insight that brand development and management would become the core business of consumer goods companies...

    ...and that the NASCAR model of brand engineering would become the fundamental path for value creation for dominating consumer brands of the future. This is the foundation of BSP: the holistic integration of brand identity, strategy and marketing.

The Team

A collective group of strategists, deal makers, experience creators, and designers who have come together through the common love of art + science to build and support visionary brands.

Brian France, Chairman
As Chairman of Brand Sense Partners, Brian France provides strategic guidance for the firm and its wide range of business development and brand extension initiatives. Actively involved in NASCAR for more than two decades, Brian is a member of the NASCAR-founding France family and assumed the roles of NASCAR Chairman and CEO in October 2003. France has been at the forefront of NASCAR's dramatic sponsorship growth, including the recent ground-breaking announcement of Sprint Nextel Communications as the new sponsor of the NASCAR NEXTEL Cup Series, which began in 2004. He has also led a host of marketing initiatives including internalizing the sanctioning body's licensing efforts and developing NASCAR's consolidated television plans that culminated with events being broadcast on FOX Sports, FX, NBC Sports and TNT. France has been the recipient of many awards, including "Sports Industrialist of the Year" by The Sports Business Daily and "Marketing Statesman of the Year" by the Sales and Marketing Executives International (SMEI). Additional awards include Advertising Age honoring France as one of the publication's top 100 marketers of the year and Promo Magazine naming him as one of that publication's top promoters of the year. He serves on many boards and is the founder and Chairman of NASCAR's Diversity Council, an organization comprised of motorsports executives focused on encouraging greater diversity within the industry.
Monica Hallinan, CFO & Chief Revenue Officer
Monica is responsible for all financial, information system, human resource, product development and legal functions at BSP. She oversees the intellectual property and royalty processing administration within the agency. Monica brings 16 years of finance and consulting experience to BSP, prior to which she served as a professional services consultant for several software companies including Evolve, Counterpoint Systems and Infinium. Monica is a Certified Public Accountant. She holds an MBA from the University of St. Thomas, Houston TX and a B.S. in accounting from the University of Colorado, Boulder, CO.
Ryan Rocca, Chief, Modern Marketing
Ryan is Modern Marketing's leader, our resident expert in developing unique and unforgettable consumer experiences for brands. He brings over 20 years of experience working with top consumer brands including AT&T, Starbucks, Luxottica, PepsiCo, Gatorade, Havaianas, Kodak, JBL, Hewlett-Packard, and X-Factor. Previously, Ryan was COO and partner of strategic experience marketing agency PGW Experience; Business Development Director for MAGIC, the largest global apparel tradeshow; and Business Director of GMR Marketing, where he worked with Daimler/Chrysler, Mercedes Benz, Cadillac, Grey Goose, Ketel One and Miller Brewing Company. Ryan is an alumnus of the University of California, Santa Barbara.
Brian Gum, VP, Licensing & Brand Strategy
Brian is responsible for helping clients grow and enhance their brands through branding strategy, business development, and new partnership opportunities. Prior to joining BSP, Brian worked in brand management in the CPG and food/restaurant industries at Munchkin and Pizza Hut, and in management consulting with Deloitte Consulting where he assisted Fortune 500 companies on strategy and operations projects across the financial services, high tech, and pharmaceutical industries. Brian received his B.A. in Political Science at Columbia University and his MBA at the Kellogg School of Management.
Christina Liu, VP, Business & Legal Affairs
Christina handles all legal affairs for the company, including licensing, legal compliance, contracts, and all stages of brand development and enforcement. With over ten years of intellectual property and business law experience, Christina works closely with team members to provide strategic support for BSP and its clients. Prior to joining BSP, she headed the in-house trademark and licensing group for a leading global brand, and also managed intellectual property matters for businesses in entertainment, marketing, fashion, media, technology, and finance. Christina received her J.D. from UCLA School of Law, and her B.A. from Cornell University. In her spare time, she enjoys traveling, hiking, and board games.
Vivian Velasco, Sr. Manager, Partnership Development
Vivian develops and nurtures the relationships with our partners on behalf of our clients while managing the contract administration process and our Product Development department. She also leads marketing research and licensing strategy projects and ensures that there is synergy within each licensing program. Prior to joining BSP, Vivian worked in the entertainment industry before moving into marketing and eventually licensing, which has become her passion. Vivian is originally from Mexico City and has a B.A. in Communications from Universidad Iberoamericana with a specialization in Film Production.
Mike Kish, Sr. Director, Modern Marketing
Our Senior Director overseeing all CPG marketing programs, Mike’s 15 years of experience include management of marketing initiatives in over 50 markets nationwide. He has a history of marketing development and management for companies like SPIKE LLC, Skechers USA, PepsiCo, and Kodak. Mike graduated from the University of San Francisco with a B.A. in Business Communications. On Mike’s days off, he spends time taking his family to the beach, coaching his son’s football team and surfing whenever possible!
Rachel Andersson, Sr. Director, Modern Marketing
As Senior Director of Modern Marketing overseeing lifestyle programs, Rachel is in charge of experiential campaign concepting and execution. Over the past decade, she has crafted targeted consumer marketing programs and events in the worlds of music (Pandora, SXSW), entertainment (NBC, Comic-Con), and dozens of brands spanning CPG, auto, fashion and retail. She holds a B.A. in American Studies and Sociology from Pomona College and a graduate degree from FIDM in design, marketing and product development. In her spare time she photographs old neon signs and waits in line at Los Angeles’s one Dunkin’ Donuts.
Simon Kang, Assistant Controller
Simon is the Assistant Controller and has been with Brand Sense Partners since 2006. He is responsible for management and oversight of Accounts Payable, Accounts Receivable, Financial Accounting, and Client Accounting Relationships. With a strong background in Licensing and Royalties, he was integral in upgrading the processes and controls associated with Royalty Accounting. Simon holds a B.A. in Asian American Studies from the University of California, Los Angeles and is currently preparing to sit for the CPA Examination. In his spare time, he enjoys snowboarding, riding motorcycles, golfing, and jogging with his two dogs.
Anthony Caputo, Lead Designer, Modern Marketing
As Senior Designer for the Modern Marketing team, Anthony is involved in all phases of design from concept to completion. His diverse background allows him to work on everything from branding & logos, to web/mobile, apparel and illustration. He has produced quality work for the NFL, Nickelodeon, HBO, Pepsi and Harman/Kardon. Anthony is originally from New York and has a B.F.A. from Pratt Institute. In his spare time, he enjoys snowboarding, traveling and trying new restaurants.
Brian Butler, Account Executive, Modern Marketing
As an Account Executive for the Modern Marketing division, Brian oversees experiential campaigns, as well as manages both new and existing client relationships. With over 10 years of experience, Brian has developed and executed engaging consumer marketing campaigns for several industry-leading brands including Mercedes-Benz, Toyota, Microsoft, Pepsi and AT&T. He holds a Bachelor’s of Science from Texas A&M University and currently resides in Venice, CA.


BSP works hand-in-hand with clients from diverse industries, from entertainment to sports to consumer products, and we tailor our approach to each. We value the relationships we have built with clients and partners, and appreciate how busy they keep us! 


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