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TOTAL LICENSING
The Keith Pashley Project
A Conduit for Licensing
Keith Pashley, of The Keith Pashley Mipcom the week after. skills. Cresco Legal,
Project, a consultancy company As Keith points out, his day-to-day innovative, business
dedicated to the licensing industry, work is extremely varied. His work focused commercial
decided he wanted to ‘go it alone’ just with The Creative Cake Company lawyers with exper-
over a year ago. The company is in its was originally to cover maternity tise in intellectual
final quarter of a successful first years leave, but the role has grown with property law including
trading, and makes use of its founder’s the business. There are a couple of brand management
15 years in the business. licensees within the portfolio requir- and licensing, who are
Comments Keith, “I wanted to use ing some specific work at retail and looking to develop a
the expertise and knowledge that I using his expertise in this area, Keith total business model
had gathered over the years across is helping to provide an ongoing for matters pertain-
all aspects of the industry. That being solution and build the foundation for ing to IP. Similarly,
said, it is important not to spread my- further licensing success for these Intangible Business - a
self too thinly, and not to have clients brands. In addition, Keith is working specialist brand valuation consultancy,
with conflicts of interest. Over the closely with Chris Marshall, managing working with national and interna- Nearing the end of
past year I have found there is a great director at Creative Cake identifying tional businesses to help them under-
the first year in his
need for this kind of service.” One and developing a number of excit- stand and leverage the value of their
freelance venture, Keith
of the key factors of the company ing brand new product categories brands. With consultants being both
Pashley reflects on how
is integrity - Keith stresses that he that will refresh and expand the cake accountants and marketers, Intangible
his 15 years of
does not offer a ‘quick-buck’ answer, fixture in 2010. Business provides a range of services,
experience in the
but long-term, realistic solutions for At Brand Licensing Europe this year, including brand strategy, buying and
longevity of brands. Keith will be working with Advanstar selling brands, licensing reviews,
industry is helping to
He often offers advice to clients who managing the Retail Buyer’s Lounge. licensing implementation and royalty
deliver practical,
are at the beginning of their licens- Keith describes this as a very excit- audits and are hoping to use Keith
long-term solutions to
ing career. Venom, one of the leading ing and important venture for both to reinforce their brand licensing
a diverse range
suppliers of gaming accessories, for himself and Advanstar. “Registrations credentials. Keith is also developing of clients…
example, was new to licensing, and from retail visitors are already up a relationship with Mikoishi Studios,
wanted someone with experience to, on last year and the Retail Buyers an award winning gaming and design
in effect, walk the Lounge now affords studio based in Singapore, to develop
company through
“...I wanted to use the
the retail visitor a their download application business
the steps that
expertise and knowledge
valued and authori- within the licensing industry.
would point them
that I had gathered over
tative reason to Before creating The Keith Pashley
in the way of suc- attend this flagship Project, Keith worked for Copyrights
cess.
the years across all aspects
exhibition.” and Chorion, working with classic
“One of my first
of the industry...”
Along the way, brands including Peter Rabbit and
clients approached he certainly has Paddington Bear - Chorion in fact
me the very day that I opened the learnt a thing or two. “I was never a was Keith’s very first client, retaining
doors to the Project,” comments huge believer in networking - but I him to brand manage both Padding-
Keith. “Marina Nicholas, a published attended a very well run seminar and ton and Beatrix Potter!
author, wanted help to bring a presentation by Energy PR detail- Most recently, Keith has been asked
children’s idea to life and asked if I ing an off the shelf package PR Pro. to work with Lunartics. “There is
would be able to help with the brand A simple exchange of business cards undoubtedly a huge interest in the
licensing”. Nine months into working over coffee has helped realize a brand and we now need to harness
with Marina and a growing team of number of new projects for me!” says this potential” explained Keith. Initial-
highly influential personnel, Franco Keith. ly, Keith will be assisting the company
and Formula Fun has now evolved Keith acts as a conduit of sorts, in repositioning the brand to give it a
into something special and, following joining the dots to licensing success more commercial scope in the build
some introductions at Brand Licens- across the myriad of players and up to Brand Licensing Europe and so
ing Europe this year, a top fuelled ani- partners in the licensing industry. set in place, a base for a successful
mated series targeting boys aged 3-6 The new clients from this network- licensing programme through 2010
years old, will be formally unveiled at ing include recognize these particular and beyond.
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