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