176-177 - Pink Key LSB Grid 2019 USE_muk.qxp_NEW LSB 2008 GRID 29/08/2019 08:26 Page 176
IN CONVERSATION WITH… PINK KEY LICENSING
From beginnings as a consultancy in 2005, Pink Key Licensing has changed beyond recognition to be one of the key UK food and beverage licensing agencies. From its impressive portfolio of global brands, the team has executed some great partnerships and campaigns. LSB sits down with md Richard Pink.
In the Pink
R
ichard Pink is a well-known and liked face in the licensing industry. Since setting up Pink Key Consulting (as it was originally called), he’s worked with internationally recognised brands and licensees. But things really took off three years ago when Slush Puppie approached the company to manage its European licensing programme. Richard explains the journey: “We then also took on Pan Am. And we’ve expanded again quite a bit this year when we started talking to the Bel Group, which is The Laughing Cow, Babybel and Boursin. “Then we had a conversation with Unilever last year, who were looking for somebody to manage some vintage brands, and took on Brooke Bond, PG and Colman’s Mustard. So we’ve built up quite a portfolio over the past three years.” Having previously spent 15 years working at Kellogg’s - including setting up its licensing business Richard decided his heart was in licensing and left for a stint at Entertainment Rights, before setting up Pink Key. His intention was to bridge the gap between licensing and promotions and back then, he had one client – Jane Asher – with the rest consultancy. But over the past nine years, that
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LICENSING SOURCE BOOK EUROPE 2019
Above: The Kellogg’s brands work at art, design and novelty giftware levels as licences due to their universal appeal. Below centre left: Pringles is a major part of the roster. Bottom: PG Tips and Colman’s are new to the portfolio.
model turned on its head, and now around 95% of the business is agency. Richard explains: “The real tipping point came when I took over Kellogg’s licensing and that was because I went to them and suggested there was an opportunity to do the adult licensing using the vintage archives.” He continues: “We made a conscious decision two years ago, that a) we’re now a licensing agency, which is why we changed the name from Pink Key Consulting to Licensing, and b) because of the portfolio we had, we were probably going to be an agency that managed food brands into non-food programmes.” But Richard didn’t intend to work solely in that arena. He explains: “The brands where we’ve got the biggest exposure and had the most success, have been food-based brands, so they’ve had the biggest profile. I think the reason for the acquisition of so many food brands has been the fact people know that’s what we do and we do it well. It’s been a strategy that’s developed itself.”