As chief executive of Trunk Archive, an image licensing company that represents some of fashion’s most powerful image makers, including Bruce Weber and Annie Leibovitz, Moneypenny has been quietly assembling a conglomerate of agencies in a power play with the potential to reshape the entire industry landscape.
Since starting mergers and acquisitions in 2014, Moneypenny has already brought companies like Bernstein & Andriulli, MAP Ltd and CLM under the new LLC’s umbrella. The LLC, named Great Bowery Inc. — of which Moneypenny is president and chief executive — will bring together not only other image licensing agencies, but agencies representing the fashion industry’s most influential figures, such as fellow BoF 500 members Katie Grand , Jurgen Teller, Tim Walker , Inez and Vinoodh, Josh Olins , Jamie Hawkesworth , amongst many more. Moneypenny’s moves were inspired by the business model in Hollywood, where he worked at ICM for seven years after graduating.
Moneypenny’s conglomerate was made possible by his success with Trunk Archive, which he took over from five high-end Danish art collectors in 2007. Unlike a typical stock image licensing company, Moneypenny’s business specialises in selling existing images by well-known artists — either as a response to a commission or as part of an artist’s body of work — rather than providing generic product photos. The archive contains hundreds of thousands of images from fashion and lifestyle, to design, architecture and travel and is run like a large talent agency, with specialised divisions and services tailored to their artists' and clients' needs. Prior to 2007, Moneypenny worked at Art + Commerce.