40-41 LSB 2020 Downs & Out_muk2.qxp_NEW LSB 2008 GRID 07/07/2020 22:10 Page 40
DOWNES & OUT
Ian Downes, md of Start Licensing, believes that there are a number of learnings which the licensing industry can take from the ‘age of lockdown’ – and these could potentially provide further encouragement for the future.
Inset: Primus linked with online seller Olive and Sage to help promote its Shaun the Sheep metal garden statues during lockdown. Below: Rose Marketing created some eyecatching in-store activations with retailers like Lidl.
The
long-term view T
he business of licensing has changed dramatically in these lockdown days. Normally when I write this article and my weekly Licensing Lookout I am able to report from the high street and comment on what I have seen in shops. As you might expect, my Looking Out has been severely curtailed and my shopping focus has been on essential shopping for my 79 year old mum. There hasn't been much retail dwell time as I power round Sainsbury's buying Dried Apricots, Seeded Loaf (small) and Mixed Nuts (large). I can confirm that there are no examples of licensing to be found in the Dried Apricot section. Yet. I normally look for examples of good practice in licensing to champion in these pages. This has been a lot harder over the last few months. That said I do think there are a few learnings that are emerging from the ‘Age of Lockdown Licensing’ which might provide some further encouragement for the future. One opportunity I see ahead is licensing being used by more companies as a kickstarter for their businesses. One of the principles of licensing is that a well-established licence brings with it a readymade consumer audience and a certain amount of marketing momentum. Many businesses which are
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LICENSING SOURCE BOOK EUROPE 2020
Digital moves Being adaptable has always been a key feature of licensing. I think companies have got smarter in how they use digital marketing to support their brands and licensing partners. There have been numerous examples of companies re-purposing content and 'home filming' new content. In my work with our client Aardman we have been very active in working with licensees to promote products. In some cases licensees have linked up with online sellers. For example, Primus which markets Wallace & Gromit and Shaun the Sheep metal garden statues, linked with specialist online seller Olive and Sage to run an online promotion. Aardman has worked hard over the years to build up its 'fan communities' on platforms like Facebook. This investment has paid off in current times. I think there is scope for more developments in this sector for the licensing industry.
planning their strategy for recovery and looking at ways of re-building their businesses, may well be persuaded to look at licensing in a new light. For some businesses, accessing and using a wellchosen licence may well be a marketing lifeline. I think as an industry this is one of the themes we should be focusing on: how licensing can help businesses and how licensing can add value to businesses. In some cases using an established IP is