TOTAL LICENSING
COLOMBIA
more and new licensees, a commercial imposed by today´s world and the dif-
agreement is signed, the product is de- ferent economic uncertainties we are
veloped and in most cases, all artwork facing now, it is time to undertake a
Carlos Andrés Carvajal / Marketing
is sent to the United States to be ap- process of evaluation and question
and Licensing Director C14 Studio
proved. A promotional strategy is de- ourselves, wondering if we are doing
veloped; the product goes on sale and all that is possible in order to guaran-
A few years ago, Latin America, from then come the royalties’ collection. tee the continuity and growth of the
Mexico to Argentina was seen as one This dynamic has worked to date, but licensing business.
single country: licensors used to cover it is clear that to face the challenges Colombia is not like Mexico, nor is
the whole continent di- Panama like Chile, or
rectly from their offices Argentina or Peru. The
in the United States or Brazilian market does not
through an agent in Mex-
“Licenses cannot continue
behave in the same way
ico, Sao Paulo or Buenos as the Venezuelan market.
Aires. As time passed by
to be managed 2,000 miles
Each country is unique
and the needs of the li- and therefore, needs an
censees started to grow, away. The particular ally that not only knows
it became evident that
there was a need to have
needs of the Latin market
the local market, but can
also advise the licensee
local agents that could
cover the particular as-
require local
and has enough auton-
omy to make decisions.
pects and challenges of
agents with the knowledge
Maybe the internet and
each market. the advances of technol-
For years the system
and decision making
ogy have made commu-
has been basically the nications simpler, but to
same. The agents open capacity” be honest, it is impossible
markets and look for to expect to develop an
innovative and striking
product when you must
wait more than four
weeks to receive via email an approval
from an licensor that is often more
than 2,000 miles away.
There are exceptions, as is the case of
a major agent in Colombia. The auton-
omy to approve designs and the direct
contact they keep with their clients
have been key factors to the success
of their licenses in the stationary cat-
egory.
Over the last three years, the Disney
Princess notebooks range has consoli-
dated as one of the bestsellers in the
Colombian market.
There will be always the need to con-
sult headquarters, but the coaching of
the client, the follow up and approval
of its creations and designs is a matter
that definitely must be handled locally.
In C14 Studio we believe that licenses
are not successful by themselves.
They must be felt and protected with
passion. The agent must always be
prepared “to run the extra mile”, and
at the same time the licensor must
facilitate all the resources to make
licensing a profitable tool for the li-
censee and a unique experience for
the customer.
100
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