BLE Creative Corner with… Start Licensing’s Ian Downes

Ian, it’s always great to catch up. To kick us off, what fuels your creativity? What helps you have ideas?
While I am not badged as a creative, I am very much involved in new business and new product development – which in my view means you have to stay sharp creatively. In simple terms, I spend a lot of time at retail looking at products both licensed ones and non-licensed ones… I think this can help spark and shape ideas. There are often ideas that can jump across from one category to another. I often leave shops with new ideas for product or new companies to talk to.

From a licensing point of view, I think there is a lot to be achieved by talking to licensees. They are experts in their category and bring tremendous product knowledge to the table. I think it’s good to have regular creative updates with licensees both individually and, every so often, collectively. Some great ideas can flow from these sorts of meetings. I am always keen to ensure licensees and rightsholders get the most out of their licensing partnerships – showing a commitment to creativity is part of this.

“A wander around the aisles at BLE helps spark new ideas, build momentum and stirs my curiosity.”

BLE is coming up next month. Do you feel going to the show is a good means of fuelling creativity and having ideas?
Yes, for sure. BLE is full of exhibitors – brand owners, agents and licensees – who are showcasing their brands, their products and artwork. Generally, they are showing things they are proud of and have decided to shine a light on. It is a creative showcase… To slightly edit a line from our client The Ashmolean, it’s a modern cabinet of curiosities.

A wander around the aisles at BLE helps spark new ideas, build momentum and stirs my curiosity. While most of the three days at BLE are spent focused on ‘our’ brands, it’s important to take time out to speak to colleagues and competitors. This is a useful way of exchanging idea and, of course, making contacts

Good answer! Now, can you tell us about a recent launch you were involved in that you feel is a creative use of a licensed brand?
Our client Nadiya Hussain has recently launched her second range of products with the Schwartz brand. This builds on the initial success the range of recipe kits, spice blends and sauces have had. The new range launched initially into Tesco stores.

Nadiya has been instrumental in creating the range and it is a true partnership. She worked with Schwartz to create a set of original products from scratch. The range allows consumers to ‘Travel Through Taste’ and explores a range of cuisines centred on curries of the world. The product has been developed with access to consumer research and insight, coupled with retail input. It’s great to see a range developed in a truly collaborative way and one that has a strong creative concept at its core.

Great example. 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 recently visited the Barbie exhibition at The Design Museum in London. I thought this was a really good example of a brand and a museum working together to develop an exhibition that told a story, was very focused and provided a lot of brand insight. It’s full of great examples of the Barbie brand in action but the whole exhibition feels fully on brand – the Design Museum even turned their sign Barbie pink! A great example of how a brand can be extended in the ‘live licensing’ arena.

Ian, this has been great. I have one last question. What’s the key to successful creative collaborations between licensors and licensees?
Some of the best products I have been involved in recently – such as Half Moon Bay and Aardman working together on a gifting range, Tyrrell’s developing Wallace & Gromit Wensleydale & Cranberry flavoured crisps and the Nadiya example outlined earlier – have all been characterised by a few commonalities… Good communication between all parties, a willingness to share creative ideas in a progressive way and taking time for each partner to ‘immerse’ themselves in the brand. A successful license has to add value driven by the unique qualities of the licensed brand.

Great answer. Thanks again Ian.

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