Former Smiley Exec Launches Licensing AgencyFormer Smiley Exec Launches Licensing Agency

The new company, named Licensing Communications, is a digitally focused agency that leverages Winton’s experience and network as well as a large pool of designers, creatives and developers to help brands and licensees increase their profitability.

“The future of modern brand building lies in creating meaningful and memorable experiences, particularly as new shopping behaviors emerge amid the fiercely competitive retail environment today," says Winton. "It’s no longer just enough creating products and waiting for consumer purchase intent; you have to go out and create this yourself through a joined-up product and marketing strategy.”

Licensing Communications approach offers a new approach to implementing campaigns for partners that encompasses public relations, advertising, branding, digital, awards submissions, content creation, web design, retail activations and experiential.

“It’s all about trying to create a deeper connection between your products, your consumers and your supply chain and taking an integrated approach to the full marketing mix,” says Winton.“There’s very few brands in the licensing space that have the structure, marketing budgets and contacts to take their marketing seriously, and the future of their businesses may depend on taking a much more proactive marketing approach. That’s really where Licensing Communications can help by providing a turnkey marketing solution for brands, at a fraction of the cost of resourcing an in-house team.”