This new award category covers the best use of a licence in the promotion or marketing of a product or service of the brand by a third party.
Entries for the new award can include advertisements, on pack promotions, sponsorship tie-ups or charity collaborations. To qualify this activity should have taken place between April 1st 2009 and March 31st 2010.
The deadline for entries to the marketing category is May 7th. Entries for the new award should be made online (including the uploading of images to substantiate the entry) via the new website www.thelicensingawards.co.uk and clicking on the ‘How to Enter’ button.
Ian Hyder, director of The Licensing Source Book Europe said: “Our aim is for The Licensing Awards to truly represent all facets of the UK licensing industry. The addition of the Best Licensed Marketing Communication award allows us to recognise the innovative use of licensing in marketing and promotions.
"There have been some extraordinary marketing campaigns utilising licensed properties in the last year, it’s great that we can reward this.”
The new award will be judged by a panel of experts drawn from the world of licensing, promotions and advertising. Richard Pink, managing director of promotions specialist Pink Key Consulting is chairing the panel.
The deadline for entries for the product awards, nominations for the retailer awards, property awards and honorary achievement categories is June 1st.
The finalists of all awards categories will be announced in the July edition of the Brand & Sport Licensing Source Book.
All winners will be announced at a glamorous ceremony at the Lancaster London Hotel on Thursday September 9th 2010, for further details visit www.thelicensingawards.co.uk
Alongside headline sponsor Emap Connect a ‘who’s who’ of leading brands are supporting individual categories. LIMA UK has also reinforced its commitment as an official supporter of the awards and The Light Fund will be the charity beneficiary.