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INTERVIEW
TOTAL LICENSING
Global Reach
TL: Tell us about The Pet Poets Club
and how successful it has been.
for Pet Poets
MT: Lavish Rights’ social expres-
sion brand, The Pet Poets Club, has
gone from its launch on the social Australia, where we have a strong make content for specific territories
networking site MySpace, to the first following, and are about to launch – content that will have exceptionally
stages of a global roll out at retail in in mainland Europe and the Far East strong appeal and be uniquely suitable
under three years. where the brand also has a significant for that country.
TL: How have you managed that? level of awareness. TL: What is the potential that you see
MT: We have found that the global TL: Lavish Rights is comprised of with this?
reach of the internet and the myriad people with a background in advertis- MT: The new images are also a great
of ways in which consumers can now ing - how has this helped your latest way to combine girls and boys gifting,
interact with our brand has proven ventures? and opens up potential for a wide
to be a fantastic way to gain brand MT: Our parent company and variety of retail outlets, and product
awareness, promote our products heritage is in advertising and digital categories that wouldn’t necessarily
Marc Todd, Group
and let the fans of the brand know marketing, working with normally work with a ‘cute’ brand.
Creative Director of
all the latest news and access the global brands in a TL: How has the reaction been, so
Lavish Group, talks to
most up to date content. Because the variety of industry far?
Total Licensing about
brand’s online following is global, and sectors. As such MT: It’s been interesting
how the global reach of
comes to us it also means that we we know the value to see how the brand
the internet can bring
can do all this simultaneously, and in of using a digital has developed, from the
instant results
real time. And rather than a TV show platform to support the cutesy girls and predomi-
that can also be viewed online, this creative and approval nantly women brand into Film
brand only ever existed online, and process. We are planning Parody (including the Dogfather
was constructed specifically for that to revolutionise the way and Mamma Meow) and now we
medium. approvals are carried out. tackle the World Cup head on,
TL: So you feel that Lavish has taken a As our tentacles reach across the broadening our licensees and retailers
unique approach? globe, by using the internet to sup- revenue but most importantly giving
MT: One main difference with the port our licensing agents worldwide, the consumer, wherever or whoever
PPC, as opposed to some other with a number of innovative digital they are, laughter and fun out of not
digitally launched brands was that this tools that help greatly with image only the World Pup (sorry Cup!) but
isn’t a brand specifically targeted at selection, asset delivery and approval also an invitation to crack open the
teens. In actual fact, our biggest core processes, they can be working while door wider and enter the humorous
market to date has been females aged we’re asleep. We can therefore be (and sometimes irreverent) world
25 – 40. Ironically our burgeoning fast and proactive, and can launch that our Pet Poets inhabit. All are
younger customer base came later, new content, often with a distinctly welcome…just bring a can opener
much aided through our partnership local appeal, quickly and efficiently. for the dog food!
in the UK with Pink Magazine in the One such example of this is our new www.lavishcreative.com
UK. series of images –
TL: So how did this work for The Soccer World
your licensing Pups, which have
programmes? been created to tie
MT: This meant we could in with the hype of
launch our licensing next year’s World
programmes almost si- Cup tournament.
multaneously, and much The series contains
quicker than might a wide range of
usually be the case! images with pup-
TL: What about inter- pies sporting the
national plans? national colours
MT: After the UK, we of their country of
now have programs origin. SWP allows
in place in the US and to us to tailor
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