Hello ladies and gentlemen. Ah, another week has passed us by and it’s actually starting to feel like Spring. Let’s hope that this lasts. This week in the Marketing Society world, we had Charlotte Castillo visit us from Viacom/ Nickelodeon. There, she is the Vice President of International Brand Management in the Viacom International Media Networks section of the company.
Viacom as a whole reaches 517 million homes in 170 countries in 40 different languages. Some of its most popular channels are MTV, VH1, Comedy Central, BET, and Nickelodeon. Viacom also owns Paramount Movie Studios. In short, Viacom is huge. Charlotte works various on TV shows and MTV as a whole, selling the lifestyle. The four shows she works on are Spongebob Squarepants, Teenage Mutant Ninja Turtles, Dora the Explorer, and South Park. Her job is all about licensing.
Licensing: “an agreement through which a licensee leases the rights to an IP from a licensor for use in conjunction with a product or service”
Licensing deepens relationships that consumer have with the brands. Charlotte can license these shows and the characters in three major ways:
Product: video games, DVDs, publishing
Promotional: clothes, stuffed animals, toys
Recreational: hotels and restaurants, live shows, theme parks
So essentially, if you see SpongeBob pajamas or Dora the Explorer dolls, licensing has given these manufacturers the rights to reprint the characters on their clothes and they pay a fee to Viacom to maintain these rights.
Licensing is beneficial because it generates revenue, builds brands and can extend brand lives. It also involves a lot of different groups including legal, finance, retail, strategy, marketing, sales research, product development and more.
Charlotte gets to travel and see the brands thrive in various markets and figure out why brands might not do so well in other markets. Licensing provides an opportunity for brands to go beyond one industry.
On a more personal level, Charlotte told us some of the things she’s learned on the way to becoming a Vice President:
Adversary: Mondays, Tisch UC19 12:30pm
Regular Meetings: Wednesdays, Tisch UC04 12:30pm