'Corporate brands' put licensing in spotlight

Petrecca, Laura; Snyder, Beth
June 1999
Advertising Age;6/14/1999, Vol. 70 Issue 25, preceding p1
Trade Publication
This article reports on the growth in corporate brand licensing deals in the U.S. as of June 1999. This reality is not lost on advertising agencies that consider themselves stewards of corporate brands. Leo Burnett Co., Young & Rubicam and McCann-Erickson Worldwide are all said to have explored the option of purchasing a licensing shop. In an effort to harness the enthusiasm of agencies and marketers, the licensing industry is stepping up efforts to promote itself as a serious marketing tool. The leading trade association, International Licensing Industry Merchandisers' Association, recently commissioned its study to measure sales. It calculated that licensing is a $110 billion industry in the U.S. and Canada.


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