BLE Creative Corner with… Pink Key Licensing’s Richard Pink

Richard, thanks for making time. What fuels your creativity? What helps you have ideas?
The creative is always driven by brand values, characteristics and personality. We deal with products and brands that are successful in their own right because of the way they chime with their consumers. Our job is to try and reflect that in ways that surprise and delight those consumers and reflect positively on the brand.

BLE is fast approaching. Do you find the show also fuels creativity for you?
BLE is a good place for meeting people – that’s its purpose. However, it’s not a bad idea to take time to walk the show if you can and see how other brands have executed their products… Especially in other categories than your own, as this is where you can start getting very creative indeed!

Can you tell us about a recent launch you were involved in that you feel is an especially creative use of a brand?
Our Kellogg’s licensee Bubble T developed a really successful range of shower gels, replicating the colours and scents for Frosties, Coco Pops and Pop Tarts. They have real stand out on shelf and appeal for both men and women.

I’m sold! And can you tell us about a launch you’ve seen – but were not involved in – that you feel is a creative brand extension?
I love some of the extensions from the Ashmolean Museum. Although they kind of live in the shadow of some of the bigger programmes like the V&A, they have managed to establish a number of really lovely collaborations that look distinctly theirs. My latest fave is the Crab Apple Liqueur which has just been launched.

Good pick. I have one last question. What’s the key to successful creative collaborations between licensors and licensees?
I think it’s two things – which on the surface contradict each other! One is to stay as close as possible to the personality of the brand. The other is to amplify that character and stretch it beyond where the brand can go on its own. Push it too far and you lose brand relevance… Don’t push it enough and you get product that’s on message but a bit dull… There is definitely a sweet spot between the two where you can get product that really hits!

Great answer. Thanks again Richard. See you at BLE!

If you still haven’t registered for BLE this year, click here to do so!