David Born, owner and Director of Born Licensing, has penned a WARC Best Practice paper, ‘How to License Brand Characters in Advertising’.

WARC is an online service offering advertising best practice, evidence and insights from the world’s leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC’s clients include the world’s largest advertising and media agencies, research companies, universities and advertisers.

In a WARC Best Practice paper, How to license brand characters in advertising, David Born outlines the steps necessary to license a brand character – defined as one that has appeared in a film, TV show, game, book, comic or is simply a popular toy; it is not a brand’s own creation – in any market around the world.

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