Firms ally to round out brand protection offerings

Brady Partners and New Momentum have inked a cooperative sales deal to expand the reach of their respective brand security offerings.

The deal will see the companies promote and sell each other’s capabilities. Brady Partners has a range of overt, covert and forensic authentication marks, while New Momentum sells software to monitor online counterfeiting.

"Their global reach, industry focus, and strong growth in product authentication and tracking, combined with our internet monitoring suite of anti-counterfeiting and channel integrity solutions, rounds out an integrated brand protection offering," New Momentum chief executive Pam Passarett said.

For Brady Partners, the deal is recognition that the new counterfeiting battleground is online. By allying its holograms and hidden markers with software from New Momentum, Brady Partners is repositioning itself to tackle online sales.

The rise in online sales is clear in EU data showing that from 2009 to 2011 seizures of items sent by post were up 280 per cent. Two-thirds of all seizure cases now involve post.