LICENSING AUTHORITY: Hollywood deals show the way for partnership

For me, organising the world's leading licensing trade shows, which focus on the deals that result from leveraging brand equity, meetings between prospective partners are more impactful than ever. Licensors sit down not only with manufacturers, but also with retailers and promotional and advertising agencies, to develop cohesive programmes across various categories.

The trend is most apparent in the growth of partnerships between corporate and entertainment properties, in which both parties are looking to build relationships that secure product placements and promotions that give a bump to their businesses.

In the US, we're seeing some interesting partnerships involving flagship brands and Hollywood. Cingular Wireless has linked up with Columbia Pictures' hugely successful Spider-Man in a campaign that included TV, print and radio ads, DM and in-store placement, as well as a sweepstake to win Spider-Man-decorated Dodge Vipers. The deal also included product placement, with the Cingular logo appearing in a pivotal scene in the movie.

Motorola and VoiceStream Wireless Corp followed a similar pattern in a partnership with Austin Powers in Goldmember. The firms offered an exclusive Austin Powers-themed accessories bundle for the Motorola T193 wireless phone.

Coca-Cola reportedly spent $95 million to secure the exclusive global marketing tie-in with Warner Bros' Harry Potter and the Sorceror's Stone.

The company also ran a promotion aimed at young women, tying Diet Coke to the film Bridget Jones's Diary. A specially commissioned sequel chapter was made available on 12 and 24-packs. And who can forget that BMW used the James Bond thriller Goldeneye to introduce its BMW Z3 roadster?

In today's marketplace, the desire of consumers to take home a piece of pop culture propels these partnerships to success.