The UK arm of the licensing industry trade body, LIMA is embarking on a major initiative to boost awareness of its membership activities, and also educate the wider business community on the benefits of licensing.
LIMA UK has appointed The PR Network following an internal review of the organisation, which focused on how it can expand and develop its membership and advocacy services in countries outside of the US, which now represent 45 per cent of its membership.
The UK is a key market for LIMA - it has had an office here since 1999, currently headed up by MD Kelvyn Gardner (pictured).
"Licensing a brand or property is a proven way for businesses to create additional revenue streams, which is especially pertinent in this time of flat consumer spending," said Gardner. "Over the next few months, we will be working with The PR Network to explain the benefits of licensing, communicating the industry's successes and underpinning recruitment of new members."
Jennifer Coleman, SVP marketing at LIMA, added: "We felt really liberated by The PR Network's forward thinking, virtual agency approach, as it enables us to work with some of the UK's best senior practitioners. Their associates totally understand the communications challenges of a membership organisation and will play a critical role in helping us to solve them."