LSB Born Again. 2024 (SL, Passed).qxp_NEW LSB 2008 GRID 11/09/2024 10:20 Page 1
IN CONVERSATION WITH… BORN LICENSING
Celebrating its 10-year anniversary in 2024 and with its fourth Licensing International Excellence Award in the bag, licensed advertising specialist Born Licensing is exploring new avenues. Founder and ceo David Born tells LSB how the new arm of the company, Born to License, is helping businesses new to licensing to navigate the process like pros.
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Gilmore. These, and similar campaigns Born Licensing has worked on for Uber, GEICO, Facebook, Ford, Samsung, Google and many more across the US, Europe and Australia, show just how powerful licensed characters can be in tapping into emotional connections and getting people talking. “I’m proud of our success in finding a niche within the licensing industry and being the best at it,” states Born Licensing’s founder and ceo David Born. “It’s important that our industry is constantly innovating and looking for new revenue streams. I believe we have done that with Born Licensing. We’ve taken a category that most licensors don’t have the experience or resources to support and helped them secure some incredible deals that they otherwise wouldn’t Inset: He-Man and Skeletor make some moves in have signed.” Moneysupermarket’s iconic 2017 ad. David is upfront, however, about the Above: Company founder unpredictable nature of the advertising David Born. Right: Newly established business, and how it affects Born company arm Born to License works with a Licensing’s scalability. range of clients keen to “The deals we sign are high in value, break into licensing. but they are unpredictable in frequency. For that reason it’s very difficult to forecast where the business will be in
ven if you’re not familiar with Born Licensing, you’ll doubtless have seen its output. As a leading agent within the licensed advertising category, helping the advertising industry tap into IP to elevate its creative work, Born Licensing had a hand in Moneysupermarket’s attention-grabbing ads featuring a dancing He-Man and Skeletor, as well as Asda’s 2022 festive campaign starring Buddy the Elf. In May this year, the company bagged its latest Licensing International Excellence Award (in the newly created Best Advertising Campaign category) for PGA TOUR Superstore’s campaign, featuring Carl Weathers reprising his role as Chubbs from Happy
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LICENSING SOURCE BOOK 2024