74-75-77 Richard Pink.qxp_NEW LSB 2008 GRID 17/09/2018 17:46 Page 74
PINKEY’S POINTERS
Inset: Aardman’s Early Man promotion with DFS had great creative. Below: Richard Pink, md of Pink Key Licensing, said that this year was a bumper one for the award.
A winning formula I
probably start this article the same way every year - ‘I can’t believe it’s a year, etc’ – and this year is no different. However, I do believe that this has been a bumper year for the Best Licensed Marketing Communications Award; our judges agreed that the standard overall was the best they had seen, and with a winner that, just for once, was totally unanimous. But more of that later. Our judges had the normal restriction that they could only put forward six nominations from the many entries that we received. This year there was more than one entry outside the six that we would have been proud to nominate, but rules is rules so we had to stick to the top six. So before I lead you through the nominated entries to the overall winner, a note on some of those that only just missed the cut. Aardman is a past master of promotional
Inset: The Epic Lift campaign received extraordinary feedback when it first aired.
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LICENSING SOURCE BOOK EUROPE 2018
An inspiring, eye-catching and, most importantly, effective marketing communications campaign is an increasingly vital part of the licensing mix. Every year the quality, execution and effectiveness increases, illustrated by the bumper number of entrants for the Best Licensed Marketing Communications award at The Licensing Awards. Richard Pink, md of Pink Key Licensing and chair of the judging panel, talks us through this year’s crop. licensing and its Shaun The Sheep tie-up with Whitbread, though a relatively straightforward partnership focused on repeat visits, showing a commitment to the activity that was admirable. The judges admired the way it went a bit further, particularly the integration of augmented reality. Equally well