BLE Creative Corner with… LMCA’s Ximena Duque M

Ximena, it’s great to connect. Can you tell us about a recent launch you were involved in that is an especially creative use of a brand?
One of the projects we’re particularly excited about is the upcoming launch of Castrol into the car care accessories category across multiple territories around the world. This globally recognised car lubricants and oils brand will be expanding with the support of carefully selected licensees in each region, all working in sync to ensure high-quality, consistent products across all markets. Our dedicated team at LMCA is coordinating this effort seamlessly, ensuring that the brand’s presence and integrity remain strong and uniform in this new category, regardless of location.

And how about a launch you’ve seen – but wasn’t involved in – that you feel is a creative brand extension?
Two brands that have particularly impressed me with extensions are Nike and Dyson. Nike, primarily known for its athletic clothing and footwear, has brilliantly expanded its brand into related areas like sports equipment, accessories and even digital apps like Nike Training Club and Nike Running Club. These extensions not only enhance the brand’s presence but also build a strong community around sport and fitness. Nike’s ability to stay true to its core while innovating in different directions is inspiring… If you’re thinking of a brand extension like Nike, “just do it!”

Another great example is Dyson. Known for its innovative vacuum cleaners, Dyson has successfully extended its brand into unexpected yet related categories, such as hair dryers, air purifiers and even high-end lighting. Each of these extensions leverages Dyson’s expertise in technology and innovation to solve specific problems or meet unique needs. The seamless transition from one product category to another – while maintaining the brand’s core values – is a testament to their creative approach to brand extension.

Both of these brands showcase how strategic thinking and innovation can lead to successful and impactful extensions.

What fuels your creativity? What helps you have ideas?
My creativity is fuelled by curiosity, a deep passion for connecting brands with consumers in innovative ways, and the incredible energy of my team. Collaborating with such a talented and diverse group constantly inspires me and pushes me to think differently.

Reading is another key source of inspiration for me; whether it’s industry news, a thought-provoking book or even something unrelated to licensing… It all helps me generate fresh ideas. Ultimately, it’s about staying curious, learning from others, and not being afraid to push boundaries.

What’s the key to successful creative collaborations between licensors and licensees?
It lies in building a strong partnership based on mutual trust and a shared vision. Both parties need to be aligned, not only on the goals of the project but also on the brand’s core values. Open communication is essential – having regular, transparent discussions ensures that both sides are on the same page and can address challenges proactively.

Additionally, it’s important to foster an environment where creativity can thrive, encouraging both licensors and licensees to bring innovative ideas to the table. When both parties are equally invested in the success of the project and are willing to collaborate closely, the result is often a highly successful and creatively rich partnership.

BLE is coming up. Do you find attending the show to be a good means of fuelling creativity?
Absolutely, attending BLE is an incredible source of inspiration. It’s a unique opportunity to see firsthand how others in the industry are pushing the envelope. The event brings together diverse minds from all over the world, and the exchange of ideas can lead to unexpected connections and insights.

BLE also provides a platform to explore new trends and innovations, whether through exhibitions, panels, or even casual conversations. In the many years that I’ve attended, I’ve never ceased to be surprised by the multitude of ideas I return with and the pride I feel in belonging to an industry that unites to bring out the best. It’s an environment that naturally sparks creativity and encourages fresh thinking.

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