World of Licensing hires Xpert

Firm aiming to enhance presence in India, Middle East and Africa.
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New international licensing agency, World of Licensing, has brought on board creative firm, Xpert Communications.

The brief is to enhance the company's presence in India, Middle East and Africa.

Effective immediately, Xpert has taken responsibility for supporting WOL's three offices in Milan, Hong Kong and London by providing strategy and creative executions across media, PR and digital.

It is estimated that character licensing in India and Africa will grow from $2.2 billion and increase over 20 per cent in the next five years.

"We are very impressed with Xpert's successful Middle Eastern roll out and Asian expansion of Hello Kitty's high-end fashion brand Pynkiss," explained Nathan Tari, WOL's international director. "Their excellent knowledge of the market and consumer needs makes them the ideal agency to assist us."

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