licensing university 2015 schedule - ubm...

The Future of Retail Faced with an ever-evolving consumer marketplace and retail landscape, licensing executives will get a chance to gain insights from an exciting panel of top merchants and brand experts during the Executive Keynote Panel. The recent holiday season only brought into sharper focus the forces shaping the worlds of branding and retail – the expansion of “Black Friday” essentially into “Black November;” the obvious effects of eCommerce on shopping patterns; the pervasiveness of omnimedia marketing strategies; the roles played by private brands, directly licensed brands and exclusives; and many other factors. Our panelists will bring their unique perspectives to a wide ranging discussion of these and other topics.

TIME: 8:00AM – 9:00AM • LOCATION: ISLANDER DOPENING KEYNOTE

LICENSING UNIVERSITY2015 SCHEDULE

The Basics of Licensing TIME: 9:00am – 11:15am LOCATION: TRADEWINDS F

This introductory course will present the fundamentals and best practices of licensing on a variety of fronts. Find out how and when to use licensing to realistically grow a business; basic terminology, roles and responsibilities of licensors, licensees and agents; risk factors; how licensees evaluate properties; how licensors evaluate properties; protecting your rights; and much more.

The Basics of Licensing Law TIME: 2:00pm – 3:45pm LOCATION: TRADEWINDS F

This seminar will cover the key legal issues that impact licensing. Issues covered will include the structure of licensing agreements; protection of properties under trademark; copyright and patent laws; intellectual property basics; enforcement of rights; international considerations; and more.

The Basics of International Licensing TIME: 11:30am – 1:00pm LOCATION: TRADEWINDS F

The global nature of the licensing business means that fewer and fewer deals are limited to a single country or region. That impacts the marketing, logistical, legal and retail aspects of the effort. This session will give a look at these and other factors that need to be considered in an international licensing program.

SpeakerLouis LeeManaging DirectorInterasia & Associates

SpeakerEllie TropeChief CounselMGA Entertainment

SpeakerGreg BattersbyManaging MemberBattersby Law Group

SpeakerJessica Elliott CardonSenior Vice President, General CounselCamuto Group

SpeakerLiz KalodnerExecutive VP - General ManagerCBS Consumer Products

SpeakerWill ThompsonVP LicensingChanges

SpeakerLinne KimballHead of LicensingReebok International, Ltd.

ModeratorStuart SeltzerPresidentSeltzer Licensing Group

SpeakerMarc Jeffrey MikulichPrincipalMJM Consulting

ModeratorChris EvansManaging DirectorOxford Limited

ModeratorJed FerdinandManaging PartnerFerdinand IP - 24 IP Law Group

ModeratorMarty BrochsteinSenior VP Industry Relations and InformationLIMA

SpeakerDow FamulakPresident Global Brands Group

SpeakerMike FitzsimmonsCEO Delivery Agent, Inc.

SpeakerLisa HarperCEO Hot Topic, Inc.

SpeakerRichard BarryExecutive Vice President, Chief Merchandising Officer Toys “R” Us, Inc.

MONDAY, JUNE 8TH

Join the conversation at #licensing15

TUESDAY, JUNE 9TH

TUESDAY, JUNE 9TH

What Every Licensing Professional Should Know About Royalty Rates TIME: 9:30am – 10:45am LOCATION: TRADEWINDS F

This course will offer a 360-degree view on royalty rates -- what they are, how they differ by category, how they relate to margnis and cost of goods. We’ll explain the risk/reward effect, demystify the “net sales” definition, tell you when to escalate or de-escalate and, if there’s time, heck, we’ll even get our F.O.B. on!

SpeakerDavid NiggliPresidentChasing Fireflies

SpeakerKelly KnockSenior Manager LicensingUnder Armour

SpeakerMartin CribbsPresidentCribbs Consulting

SpeakerWarren SchorrVP Business Development & Global LicensingCrayola

SpeakerTricia Samuels LaudisaVP Global Licensing, Consumer Products & InteractiveMGM Studios

ModeratorAdina Avery-GrossmanPartnerBrandgenuity

Digital and Streaming Entertainment Trends and How They Will Affect Licensing TIME: 11:15am – 12:30pm LOCATION: TRADEWINDS F

The ways to deliver entertainment to consumers continues to rapidly change and expand. Most everyone actively streams music and videos through OTT (Netflix, Spotify, etc.) solutions but did you know video game streaming is next? Join our esteemed panel guests, active in streaming, to learn about trends, hear case studies on success stories and challenges, and find out where this industry may be headed.

ModeratorCareen YappVP Business DevelopmentGakai, Div. of Sony Computer Entertainment

SpeakerLydia WintersBrand Gatekeeper and Director of FunMojang

SpeakerMarc MostmanPartnerStriker Entertainment

Key Factors To Consider Before Jumping Into Art Licensing TIME: 11:15am – 12:30pm LOCATION: ISLANDER E

It takes more than great art to succeed in the art licensing industry these days. Industry veteran, Tara Reed, shares the 4 key factors for success that artists should consider: 1. Building an Art Portfolio that Works in Licensing; 2. Understanding the Business of Art Licensing; 3. Budget Considerations and 4. Mindsets for Success in Art Licensing. You’ll get a candid look at what it really takes to make it in art licensing. Investing the time in this introductory class will shorten the learning curve and help artists decide if licensing is a fit for their art and business goals.

ModeratorTara ReedArtistTara Reed Designs Inc/ Artlicensinginfo.com

SpeakerJennifer PughArtistJennifer Pugh

SpeakerJohn MavrakisCo-FounderIdeaologie

SpeakerMelissa SchulzCo-FounderIdeaologie

How to Maximize the Effectiveness of Your IP Program Through Promotion TIME: 9:30am – 10:45am LOCATION: ISLANDER E

The presentation shows store check results of programs that effectively use promotions to enhance their licensing programs, examples from programs currently in-market for my company (using different promotional tactics based on specific strategies- both B to B and B to C), and a review of various opportunities that can be negotiated for during the license acquisition phase, by both licensors and licensees.

ModeratorRussell BrownPresident - Licensing, Promotion and Ad SalesValiant Entertainment

SpeakerChristopher ChasePartnerFrankfurt Kurnit

SpeakerEunnie HurConsultant

SpeakerFaith WallHead of Licensing and Retail DevelopmentShark Licensing

SpeakerJenifer KramerPrincipalJenerosity Marketing LLC

SpeakerSusan MillerFounding PartnerMixed Media Group/ Bolder Media/Cupcake Digital

How To Build A Licensing Plan TIME: 1:00pm – 2:15pm LOCATION: TRADEWINDS F

This session will provide manufacturers and licensors with step-by-step, fundamental information to help them make good decisions in developing their own licensing plans through basic education, examples, and experience.

ModeratorWoody BrownePresidentBuilding Q

SpeakerJJ AhearnManaging DirectorLicensing Street

TUESDAY, JUNE 9TH

Tapping Into The Power of the U.S. Hispanic Consumer TIME: 4:00pm – 5:15pm LOCATION: ISLANDER E

The retail licensing opportunity among U.S. Hispanics was estimated at $11 billion in 2013. In fact, with $1.3 trillion in purchasing power, U.S. Hispanics are the 16th largest market in the world. Now more than ever before, brands have an opportunity to tap into the power of this important consumer group, which is estimated to make up 22% of the total U.S. population by 2030. This presentation will provide insights on the power of this consumer group and why they should be a key target. Through an interactive case study, attendees will see how Univision worked with a leading national retail partner to deliver on the U.S. Hispanic consumer opportunity by leveraging passion points, cultural relevancy and brand authenticity.

ModeratorIgnacio MeyerSVP Enterprise DevelopmentUnivision Communications

SpeakerMaca RotterManaging Director Televisa Consumer Products

Royalty Reporting From Global Markets TIME: 4:00pm – 5:15pm LOCATION: TRADEWINDS F

Because local side deals and practices often take place below both the licensor’s and the agent’s radar, licensors can become resigned to the fact that money will be ‘left on the table’ - but it doesn’t have to be that way. Knowing what goes on locally is more than half the battle in being able to access some of this money and being able to craft boilerplates accordingly. But that’s not all - licensees must be aware of what they are signing, because their business practices might make them in breach of the License Agreement that they have signed, from day one. This is a rare look at what really goes on, somewhat removed from the dry reading of a royalty statement.

ModeratorStuart BurnsPartnerFisher Forensic

SpeakerIan Chapman Industry Professional

SpeakerBill KehoeChief Financial OfficerSaban Brands

SpeakerGuido MarxVP Royalty ComplianceEquity Management Inc.

Bethany Mota, YouTube sensation, entrepreneur, fashion designer and digital influencer

Interviewed by: Benjamin Grubbs, Asia Pacific Head of Family Entertainment & Learning, YouTube YouTube sensation Bethany Mota will share her experiences with brand extension in the digital space. In only five years, Mota has become one of the most recognizable names in the digital world and named by Business Insider and TIME Magazine as one of the most powerful people in entertainment. Today, Bethany’s YouTube channel has over 8 million subscribers, and her videos have been viewed over 800 million times. Having grown into a true social media influencer, she also has over 2 million dedicated followers on Twitter and over 4 million followers on Instagram. Mota will share valuable lessons on connecting with consumers on a personal level through her digital platforms and how this has influenced her vision for the future of her brand. In December 2013, Bethany designed and launched the first of many collections for the apparel brand Aeropostale. Her apparel, accessory, and home decor line can now be found in over 900 stores around the country. The success of Bethany’s design work led her to being the #1 searched fashion designer on Google in 2014. During The Big Interview, Bethany will discuss the evolution of her licensing program and key strategies for finding the right partners to expand her brand. From product collaborations and retail exclusive collections, to addressing consumers’ needs, Mota will provide an insider’s perspective into what it takes to create successful licensing partnerships.

DATE: JUNE 9 • TIME: 2:30PM – 3:30PM • LOCATION: ISLANDER D

Bethany Mota

Benjamin Grubbs

THE BIG INTERVIEW

Sports & the Global Licensing Market TIME: 1:00pm – 2:15pm LOCATION: ISLANDER D

Live sporting events provide a one-of-a-kind, unique consumer experience and are an unparalleled driver of licensed product. Sports are the only non-recordable form of entertainment to actively engage fans on a moment-to-moment basis, unifying the global consumer market and sparking demand for promotional merchandise. This session will discuss how sports brands and corresponding licensing opportunities are evolving on a global scale.

ModeratorStephanie Dowdle Director, Sports GroupM Style Marketing

TUESDAY, JUNE 9TH

SpeakerNathan PartingtonVP of LicensingFathead

SpeakerRob StriarPrincipalM Style Marketing

SpeakerSylmara MultiniGeneral Manager of Licensing, Retail and Concessions theRio 2016 Organising

SpeakerDan WilsonVP, Global Retail Saban Brands

Roundtable Discussions: Session 2 TIME: 10:15am – 12:00pm LOCATION: TRADEWINDS F

Each table of 20 people will meet for 30 minutes, then switch. Each session will provide enough time for attendees to participate in 3 discussions.

Revitalizing Classic Brands

Moderated by Damian Treece Brand Manager Penguin Ventures

“In the Trenches” Selling of Licensed Products

Moderated by Jim Sachs Partner Harris-Sachs LLC

Licensing For 3D Printing Moderated by Scott Sellwood VP Business Development Source3

Preparing Your Brand For Licensing

Moderated by Christine Cool Licensing Area Manager Perfetti Van Melle

The Ins and Outs of Celebrity Licensing and Endorsements

Moderated by Sara Nemerov Founder & CEO, ENVY

How To Win At Retail: The Five Rules

Moderated by John Parham President, Director of Branding Parham Santana

Getting Gen Y To Buy Moderated by Elisa Webb Hill Senior Consultant XYZ University

What You Need To Know About Licensing in Mexico

Moderated by Dalia Benbassat VP Development and Corporate Relations Tycoon Enterprises

Accounting Issues in License Agreements

Moderated by Andrew Koski Partner, Miller Kaplan Arase LLP

Roundtable Discussions: Session 2 TIME: 10:15am – 12:00pm LOCATION: TRADEWINDS F


Revitalizing Classic Brands

Moderated by Damian Treece Brand Manager Penguin Ventures

“In the Trenches” Selling of Licensed Products

Moderated by Jim Sachs Partner Harris-Sachs LLC

Licensing For 3D Printing Moderated by Scott Sellwood VP Business Development Source3

Preparing Your Brand For Licensing

Moderated by Christine Cool Licensing Area Manager Perfetti Van Melle

Don’t Just Build A Style Guide. Build A Retail Program!

Moderated by Stan Madaloni President, Studio2pt0 LLC

How To Win At Retail: The Five Rules

Moderated by John Parham President, Director of Branding Parham Santana

Getting Gen Y To Buy Moderated by Elisa Webb Hill Senior Consultant XYZ University

What You Need To Know About Licensing in Mexico

Moderated by Dalia Benbassat VP Development and Corporate Relations Tycoon Enterprises

Accounting Issues in License Agreements

Moderated by Andrew Koski Partner, Miller Kaplan Arase LLP

Monetizing Hot Market Events & Micro Moments TIME: 12:30pm – 1:45pm LOCATION: ISLANDER E

The convergence of e-commerce and online sports news coverage has radically changed the opportunity for monetizing key sportingevent ranging from the Super Bowl and the Olympic Games to smaller micro moments such as key athlete milestones and accomplishments. We’ll share key statistics and findings gathered from nearly 20 years of experience in the online sale of sports licensed merchandise.

ModeratorBrian SwallowSenior Vice President of Strategy and Business DevelopmentFanatics Inc.

SpeakerCole PriceDirector of Trademark LicensingUniversity of Alabama

SpeakerOlin ArnoldDirector, NCAA and Bowl PropertiesCollegiate Licensing Company

SpeakerTim HawksBusiness DevelopmentCollegiate Fermata Partners

SpeakerWade WhitehurstDirector of Licensing and Hot MarketsBox Seat Clothing Co.

Roundtable Discussions: Session 1 TIME: 8:00am – 9:45am LOCATION: TRADEWINDS F


Licensed Publishing in the Digital Age

Moderated by Karen Raugust, Founder, Raugust Communications

Nuts and Bolts of Starting a Licensing program From Scratch

Moderated by Marie-Cecile Girard-Jones, Executive General Manager, Hasty Pudding Institute

The Convergence of Play and Multiple Platform Branding

Moderated by Richard Gottlieb, CEO, Global Toy Experts

Licensors: Don’t Get Burned By Bad Contract Language

Moderated by Sidney Blum, Managing Director, Stout Risius Ross

The Licensing Tightrope: Feeding Fan Demand while Building Brand Longevity

Moderated by Tamra Knepfer, Co-President, Knockout Licensing

Licensing Niche Brands Moderated by Melissa Fraley Agguini, Principal, Moza’s Closet/MFA Associates

Creating A Compliance Regimen

Moderated by Susan DeRagon, Senior Technical Consultant, Toys & Premiums, North America, UL Verification Services

How To Evaluate A Brand For Licensing

Moderated by Alan Kravetz, President-COO, Leveraged Marketing Corp. of America (LMCA)

WEDNESDAY, JUNE 10TH


Testing the Limits of Your Licensing Program TIME: 2:15pm – 3:30pm LOCATION: ISLANDER E

As licensors and agents, we are always seeking new opportunities to test ideas and products to help bring the license to life. In this session, we will explore ways to test the limits of your licensing program, maximizing the brand while maintaining an authentic voice focusing on athlete and celebrity licensing. Discussion topics include: Co-brand partnerships, on-demand products, developing and owning retail channels, innovative technology and managing other intangibles that effect the success of a cutting edge licensing program for athletes and celebrities.

ModeratorSteve ScebeloVP Licensing and Business DevelopmentNFL Players Inc

SpeakerCarole PostalCo-President/ PresidentKnockout Licensing/ CopCorp Licensing

SpeakerRich MaryyanukPartner and Chief Marketing OfficerBig Tent Entertainment

WEDNESDAY, JUNE 10TH

Leveraging Licensing for Positive Brand Affiliation TIME: 4:00pm – 5:15pm LOCATION: ISLANDER E

This session will cover such techniques as licensed co-branding, ingredient branding, cause marketing, among others, to enhance a brand’s visibility, perception, etc. while simultaneously generating revenue.

ModeratorRay UhlirManaging Director, Brand LicensingLeveraged Marketing Corporation of America

SpeakerMarc Jeffrey MikulichPresidentMJM Consulting

SpeakerTamra KnepferCo-PresidentKnockout Licensing

SpeakerRobert M. SchwartzVice President of Sales & New Business DevelopmentThe Licensing Company, A Member of Global Brands Group

Licensing For Growth: Winning Strategies To Generate & Maintain Growth TIME: 4:00pm – 5:15pm LOCATION: TRADEWINDS F

This session will examine a wide range of tactics and strategies that have been used to grow licensing business, and which can be applied for future growth. We’ll look at examples of winning strategies from various industries, defining the key commonalities of successful programs. We’ll also look at future opportunities, including the convergence of sports and entertainment, co-branding and co-marketing, and story-telling and branded content.

ModeratorBruno SchwobthalerFounderLicensing for Growth

SpeakerNicolas LoufraniCEOThe Smiley Company

SpeakerPeter WarsopGroup Licensing DirectorPanini

Anatomy of a Licensing Agreement TIME: 2:15pm – 3:30pm LOCATION: TRADEWINDS F

A clause-by-clause discussion of a typical merchandise licensing agreement with an explanation of the purpose of each clause and suggested negotiation points for both licensors and licensees. Be prepared for active class participation.

ModeratorGreg BattersbyManaging MemberBattersby Law Group

Working With Agents & Consultants TIME: 12:30pm – 1:45pm LOCATION: TRADEWINDS F

Licensing agents and consultants can play a central role in the development of an effective licensing program. How do you figure out whether you need an agent or consultant? How do you determine who’s the best one for you? What should you be asking them, and what should you be prepared to tell them about your business? How do the best relationships work? Panelists will include executives who work with corporate trademarks, entertainment and character properties, and art properties.

ModeratorRoss MisherCEOBrand Central LLC

SpeakerMark LaBrecqueVPKrispy Kreme Donut Corp.

SpeakerRenae LokpezAccount ExecutiveMHS Licensing

SpeakerSteven CohenPresidentBrandgenuity Consulting

SpeakerJenna Sobray Digital Content ManagerNFL Players Inc.


How Kids View Brands Globally...& Locally TIME: 9:00am – 10:15am LOCATION: ISLANDER E

Kids and young people show fast changing consumption habits and dynamics; especially enhanced by the intrusion of the digital universe – devices, services, content. And this universe has created a strong awareness of entertainment content and a great consumer demand for licensed products.

Now, not all countries develop at the same path, or come from the same point. The question is: do different perceptions exist between Filipino kids and American kids? Do Brazilian kids embrace licenses the same way their Spanish counterparts do? What’s the real impact on global brands?

Using actual facts and statistics from our latest BrandTrends research project, conducted on 36 territories, you will:

• Learn the key differences between international and national behaviors when it comes to licensed properties, • Share the experience of a global FMCG company, Ferrero, on their implementation of their licensing strategies, globally … and locally, • Ultimately, identify opportunities and streamline your action plan to successfully increase the penetration of your brands on multiple territories.

ModeratorPhilippe GuinaudeauCEOKidz Global

Online, OnProduct & OnStreet Enforcement - A Comprehensive Brand Protection Model

TIME: 9:00am – 10:15am LOCATION: TRADEWINDS F

By 2015, the International Chamber of Commerce expects the value of counterfeit goods globally to exceed $1.7 trillion, which is more than 2 percent of the world’s total current economic output. The stakes with regard to potential revenue loss and tarnished brand reputation have never been higher. This session will include a panel of speakers that will share insight and discuss how their companies have attacked this problem, from scouring the internet and shutting down e-commerce listings of fakes, tagging and tracking their product throughout the supply chain, to raiding counterfeit operations and taking legal action.

ModeratorBill PattersonVP Global LicensingOpSec Security

SpeakerClare NeumannDirector of Business AffairsCMG Worldwide

SpeakerMichael Van WierenSenior Vice President of OperationsLearfield Licensing Partners

The Right Fit TIME: 10:45am – 12:00pm LOCATION: ISLANDER E

How often do we hear this term in life: IS it the right fit? Well never has a term met more to success in Brand Licensing than “The Right Fit”. The marriage of the right brand with the right product category with the right Licensee in the right channels at the right price. All must be “right” to achieve a successful licensed product entry for your brand. But how do you as a brand owner insure that all is “right” with the world for your licensed property. One word: RESEARCH.

If you want to have a successful licensing program, one where your brand is the right fit for every product category you enter, you need to take the time, have the discipline and invest the money to conduct both primary and secondary market research on the product categories that you are considering licensing your brand into. This session will be about learning why research is vital to licensing success. But just doing “research” will not lead to success if the research is not conducted in such a fashion that it is really representative of predicting licensed product market success. Attendees will learn about the research & modeling process of finding the right categories for your brand. A factor analysis process of how to prioritize what categories to go after first will also be discussed. Panelists will share their experiences both positive and negative in the search for the right brand fit.

ModeratorMike SlusarManaging DirectorBrandar Consulting

SpeakerAndrew TopkinsPartnerBrandgenuity

SpeakerRandy MaloneManaging Director

Licensed Products & Digital Marketing: Making It Work TIME: 10:45am – 12:00pm LOCATION: TRADEWINDS F

Success in licensing means getting consumers to buy new products, and today’s consumers make much of that decision online (often through their smartphones), looking for search results, pricing, and the opinions and reviews of others before they buy something new themselves. Yet licensors have often taken a restrictive view of digital marketing by their licensees. And licensees have often focused only on the (hard) work of making a new product and getting retailers to put it on their shelves. This session will offer case studies and a how-to guide for licensees and licensors on the successful use of digital marketing tools to get consumers talking about, and buying, their new products. Tactics and strategies covered will include content and influencer marketing; social media – Facebook and beyond; sampling and reviews; online and native advertising; mobile marketing; websites and microsites.

ModeratorStephen ReilyManaging DirectorIMC

SpeakerDebbie BookstaberPresidentElement Associates

SpeakerJennifer GrosshandlerMarketing Director Lamplight/TIKI® Brand

SpeakerTom KeanePresident Margaritaville Foods, LLC.

THURSDAY, JUNE 11TH

SpeakerEmiliano LaricchiutaDirector MarketingLicensing & Digital, MPG – Ferrero


licensing university 2015 schedule - ubm...

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