BAA Establishes The Licensing Council


The Brand Activation Association has launched the Licensing Council, a committee of IP owners designed to educate the industry about the use of licensing as a marketing and brand activation tool.

The Licensing Council is comprised of IP owners, manufacturers and agencies from all industry segments, looking to educate members on how and why to use licensing as a marketing tool, and ultimately demonstrate how it can enhance the license being utilized.

The Licensing Council will also provide various educational offerings, such as one-on-one mentoring, webinars, roundtables, white papers and more. 

"There is a growing presence of intellectual property usage in promotions ranging from sweepstakes to incentive programs. Licensing can be a very important part of the brand activation process and we believe our membership can greatly benefit from this new resource,” says Bonnie Carlson, president and chief operating officer, BAA. “We are delighted that Russ Brown, a long-time BAA/PMA member and long-term licensing executive for brands as well as entertainment properties, has agreed to chair this council.”