Case Studies

case studiesCase Study 1: Start-Up Licensing Department
A small start-up studio was releasing its first movie. It was wrestling with whether it should launch an internal licensing operation or outsource licensing. We provided in-depth information on the structure of an in-house department, the functions and responsibilities of each member of the team and the costs; made recommendations on which aspects of licensing could be outsourced; and evaluated the financial ramifications of in-house versus outsourcing. We set up the complete infrastructure so the studio could hit the ground running with a full understanding of the challenges and potential—everything from the strategic direction to the forms and templates.

Case Study 2: Providing Value Beyond the Assignment

A large corporation was
considering a new business opportunity that was important but kept being
postponed because of staff and other resource limitations. We provided a survey
of the competitive landscape, category dynamics, industry best practices and
other data to help the client understand the category size and scale. We helped
it evaluate a current proposal in the category and gave it financial and
analytical tools to consider future deals. The client’s contact mentioned how
happy he was that we provided an interactive tool, above and beyond the
assignment, to be used for future benchmarking on an ongoing basis.

Case Study 3: Category Dynamics and How-To Information

Another large corporation needed general licensing information and data on the dynamics of two new categories outside its core industry. It wanted tools to analyze its return on
investment in the new categories, as well information on as the financial and
contractual ramifications of licensing on its core business. We were able to
provide answers to the team’s specific questions and give them an understanding
of category dynamics and how licensing works, as well as offering observations
on noteworthy trends that would have an impact on their licensing efforts now
and in the future.

Case Study 4: Partnering for a Pitch

A licensing agency was pitching a new client and needed research on categories of interest and
recommendations on how the client should proceed in its licensing efforts.
Because it hadn’t been awarded the business yet, the agency couldn’t justify
hiring personnel to handle this account, and it didn’t have the resources to
get it done internally. We were able to complete this necessary project
cost-effectively, providing in-depth research into the market segment,
including competitive landscape, products and price points (through modified
shelf studies in 17 markets nationally), brand positioning, photos of
competitive products, and other critical information. The client paid only for
the information it needed.

Case Study 5: Actionable Recommendations for Growth

A client with a mature business was looking for ways to grow. We went to trade shows and monitored trends, sought out new packaging executions and product innovation in its category and adjacent categories, and reported on its competitors’ activities. We identified
a potential new supplier and a strategic partner in an adjacent industry that
would help it better compete head-to-head with one of its key rivals. The
client reported that there were 20 actionable recommendations in the 150-page
report we provided. We understood the company and its category and were able to
provide only information that was relevant and practical.

Case Study 6: Scanning the Periphery

A client was looking to grow its business through new channels or occasions. It wanted to think beyond the usual, looking at trends not only in its own category but in unrelated categories. By monitoring trend resources, news sources and trade shows on the periphery of the client’s industry—businesses it didn’t regularly keep track of internally—we were able to connect the dots and recommend a new market opportunity that was innovative in its category. The client received relevant, practical trend information at a much lower cost than hiring a “trend researcher” or using in-house personnel.

Case Study 7: Optimizing Sales Success

A client was looking for insights to assist it in developing innovative products, with a particular focus on sustainability, but lacked the resources internally to monitor trends. Our focus was not on looking for new business opportunities, but on helping the company and its existing licensees achieve better success at retail. By monitoring developments in the client’s industry—and, more important, other industries where relevant trends could percolate unnoticed—we were able to bring new opportunities to light and allow the company to increase sales. Although not part of the initial mission, we were able to over deliver by bringing it news about its competitors—well before it saw this information in industry trades.

Case Study 8: Trade Show Product Launch

Our client was introducing a new product at a trade show it had never participated in before. We organized the launch, giving the company specifics on the show, how to exhibit there and an exact timetable of tasks leading up to the launch. We prepared it to maximize sales and visibility and gave it a complete execution plan for the launch of its new product at this venue. We also have provided benchmarking reports and shelf studies for this client.

Case Study 9: Collaborating to Fill a Void

We partnered with a publisher to create a report on how to measure the return on investment from a licensing program. We identified a void in the marketplace for this type of
information and set forth to create a document that would benefit the licensing
community as a whole. We set up, executed and analyzed a survey of licensing
executives, conducted in-depth interviews, compiled the research and wrote a
report that was made available to the licensing community through the
publisher. We also hosted an audio conference, in conjunction with the
publisher, to facilitate in-depth discussion on the metrics unearthed by our

Case Study 10: Developing a Style Guide 

We helped our client, a creative agency, set up a style guide for a large corporation that was planning to license its trademark into related categories. We provided information on
what its licensees would need from it in terms of legal and style guidance,
helped it achieve consistency in its brand image, products and packaging,
developed and provided all the forms it would need, and helped it identify and
establish the standards that would guide its global licensing efforts,
addressing the needs of both the licensor and its licensees.