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TOTAL LICENSING
Opinion
Everyone’s a winner!
Most of us enjoy
Ah, awards ceremonies. Is it me or do and music stars from one corner
a lot of them seem to take place when of the globe to another. And for
awards
the television schedules are a bit short what? The possibility, presumably, of
ceremonies, even
of new programming? And that’s just winning a sixth award for the same
if we don’t win
the TV, film and music events. What performance dubiously re-catego-
about the industry shows? Aren’t rised to make it look as relevant as
anything. they just a jolly, a useful way to im- the other five awards.
press clients and a nice little earner By contrast, industry awards make a
for that bloke from Never Mind the lot more sense. To begin with, they
But, says Caroline
Buzzcocks? don’t have half an eye on pleasing a
Mickler, awards
And there are so many of them. Be- television audience or selling prod-
ceremonies are
fore I started writing this column I uct to the public, like many film,
did a quick bit of research online. It book and music awards.
much more than revealed, among many others, the UK In fact industry awards are useful
just a good night
Packaging Industry Awards, the Mobile in a number of ways. Firstly they
Marketing Industry Awards, the Event allow the industry to recognise
out for you, your
Industry Awards, and of course that the efforts of its peers. Admittedly
colleagues and
“annual celebration of innovation in product sales are the bottom line
that bloke off the
the fenestration industry”, the Crystal when it comes to indicators of suc-
Achievement Awards. cess. But professional approval is
telly! Sometimes it seems as though any a welcome boost in its own right with everything else, there’s no need
industry that has a membership just – and of course it adds a competitive to regulate this: the market will de-
big enough to supply one winner and element that helps to keep us all on cide. The Licensing Awards event, for
They have an
four losers is going to have an awards our toes. example, is a relative newcomer, but
important role to
ceremony. In the licensing sphere there’s an ad- has established itself quickly – and
play in the
But what’s so wrong with that? As I ditional benefit from a nomination: it’s that’s because it’s well managed, well
write this column, nominations have an endorsement that has a message planned and above all relevant. And
development of been announced to one of our indus- for clients and owners who may not given that this is being written long
this industry.
try’s biggest events, the 2008 Licens- be so close to the licensing sector. It before the results are in, I can safely
ing Awards. One of my properties, tells them that the effort they put into say I mean that.
The Beatles, is among the nominations supporting the licensing programme All of which is an argument for awards
(and - who knows? - it may even have adds benefits to the prestige of the in- ceremonies as meaningful, relevant
won by the time you read this). And tellectual property and, hopefully, will and forward-looking vehicles for in-
I’m delighted. But more than that, I’m aid success at retail. dustry development. But it’s hard to
honoured. Beyond the benefits to individuals and deny the more visceral appeal. It’s ex-
clients, a ceremony like the Licensing citing trying to guess who is going to
Beyond the benefits to
Awards is also useful for the industry win when you’re not directly involved,
individuals and clients, as a whole a barometer of tastes or and when you are, when you and your
a ceremony like the
trends. This is especially important in colleagues have worked hard develop-
Licensing Awards is
a relatively young but fast-developing
ing a property and may get a gong for
also useful for the
industry like ours, where new markets
your efforts in front of everyone you
and trends come and go at bewilder-
industry as a whole a
know, it really is a buzz.
ing speed.
Throw in the bragging rights associ-
barometer of tastes
And it goes without saying, or it should,
ated with such awards and the press
or trends. that an industry award shortlist is the coverage that makes the next negotia-
one time when everyone is equal: the
I’m honoured because I do think
tion at retail just that bit easier and all
starry multinational and the lean but
awards are important - and not just
the arguments for awards as a mean-
innovative newcomer sit side by side,
because of the publicity they offer. In
ingful and relevant part of the industry
each, for one night, unsure which will
fact I’d go further. I believe industry
as a whole go (temporarily) out of the
dominate.
awards have a much greater claim to
window. I admit it: it really is a great
Let’s not get carried away, though. Eve-
relevance than all of those noisily pub-
feeling when you win.
ry industry risks being award-heavy,
licised entertainment awards – many
So call me shallow, but I have my fin-
so a manageable number of well-run
of them just pale imitations of the
gers crossed. By the time you read this,
ceremonies is essential. However, as
Academy Awards - that drag film, TV
we’ll all know whether it worked…
164
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