BLE Creative Corner with… The Point.1888’s Will Stewart

Will, thanks for making. Let’s start with this one: What fuels your creativity? What helps you have ideas?
Early morning uninterrupted thinking time. Thinking while everyone you love is asleep. Watching the sunrise with a nice coffee… Creative thinking is difficult and you need time to transition into your best ideas. I like thinking in the morning to prepare and then thinking at the end of the day to review how things went. My best ideas are always early morning.

Can you tell us about a recent launch you were involved in that you feel is an especially creative use of a licensed brand?
Unfortunately, my idea has been stolen by Laura at Egmont, but I am so proud of our Denzels x Battersea collaboration. Everything about this launch is perfect – huge listings at great retailers. Beautiful product, excellent execution by Sadie Wright on the PD. Elite level licensee management by Bethan and Sadie. And all with true purpose at its core – raising money to help make a better life for our furry friends.

Battersea is our longest standing client now and was on my dream client list when I started The Point.1888, so it’s a true honour to finally be a small part of the next generation of the brand extension programme.

Good pick. And can you tell us about a launch you’ve seen – but were not involved in – that you feel is a creative brand extension?
Anything to do with trainers. I love the trainer collabs. I loved Nike x London Transport Museum, adidas and LEGO… What a partnership that is!

What’s the key to successful creative collaborations between licensors and licensees?
Open honest communication. Working in partnership to solve a common problem.

Last question! BLE is almost upon us. Is attending the show a good means of fuelling creativity and having ideas?
Yes, it’s the greatest show in licensing – sorry Vegas I love you really!

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