The Brand Activation Association Announces the Creation of the Licensing Council
The Brand Activation Association (BAA), New York, announced the creation of the Licensing Council to better inform and educate the industry about the use of licensing as a powerful marketing discipline and brand activation strategy.
Comprised of IP owners from all industry segments as well as those who manufacture products, including the agencies that represent and recommend the deployment of licenses, the Licensing Council will:
- Support the growth of the licensing discipline and its use as a marketing tool
- Encourage participation from BAA members as well as marketing professionals interested in joining BAA
- Serve as a beneficial brand activation resource to BAA members
"There is a growing presence of intellectual property usage in promotions ranging from sweepstakes to incentive programs. Licensing can be a very important part of the brand activation process and we believe our membership can greatly benefit from this new resource," said Bonnie Carlson, BAA president and CEO. "We are delighted that Russ Brown, a long-time BAA/PMA member, and long-term licensing executive for brands as well as entertainment properties, has agreed to chair this council."
As a new addition to the BAA, the key objective of the Licensing Council will be to advise and educate members on why and how to use licensing as a marketing tool, and the benefits, for the short- and long-term, for their respective companies and clients. Additionally, the education will encompass the integration of other marketing disciplines to enhance the license they utilize as well as the integration of licensing with other marketing disciplines.
Russ Brown, a highly experienced licensing executive for various consumer goods brands, added "While I am president of licensing, promotions, and ad sales for Valiant Entertainment today - an organization with a 1,500-strong character library - I cut my teeth in the world of promotion. The disciplines of licensing and promotion are closely aligned and synergistic. Great promotions often include borrowed IP, and IP can benefit greatly from overlay promotions. I plan on spreading this gospel at the BAA."