Attendees of the educational session heard case studies of successful brand extensions from Eric Karp, head of licensing for Buzzfeed and Sarah Buzby, vice president of consumer products at Ubisoft, as well as an overview of why licensing is a crucial marketing tool presented by Marty Brochstein, senior vice president, industry relations and information for LIMA.
The session presentations explored the importance of brand engagement in the form of creating consumer products and experiential brand extensions for fan engagement. The audience, made up of digital brand marketers from the San Francisco/Silicon Valley area, were then provided with an opportunity to network with the presenters during a festive cocktail reception.
The event reinforced LIMA and UBM Global Licensing Group’s commitment to providing high-level educational value to brands, retailers and manufacturers with valuable insights into the future of how successful brands use licensing to create more brand value, fan engagement and retail success.
Commenting on the event’s value, Steven Ekstract, brand director of UBM Global Licensing Group says “We are thrilled to have partners like Buzzfeed and Ubisoft share their knowledge and success in licensing with new and existing partners as well as helping new companies understand the power of fan engagement through the extension of their core brands into consumer products and experiential licensing opportunities. We look forward to continuing our educational commitment through more of these special educational seminars throughout the U.S. as well as other crucial international markets”.