Motul appoints Blue Chip Brands as its agency for Australia and NZ

Following its appointment in March of WildBrain CPLG as its global agent (excluding AsiaPac), engine oil brand – and now lifestyle brand – Motul has appointed Blue Chip Brands as its agent for Australia and New Zealand.

Motul has also appointed licensing specialist PR and marketing agency kilogrammedia to manage its relations with the licensing trade press. In addition, the brand will be the sponsor of the Motul Café, the Brands & Lifestyle Bar at Brand Licensing Europe at London’s Excel from 17-19 November.

Motul is specialises in the formulation, production and global distribution of high-tech engine lubricants for the consumer market.

In the 1950s the brand began using racetracks and international motorsports events to develop, refine and test its products. As a result, the company has been a dedicated technical partner and official supplier to some of the best-known teams and manufacturers in history, with a presence in over 160 countries, and numerous event partnerships including the Dakar Rally, Le Mans and Goodwood Revival.

Among the many categories the campaign is targeting will be bags, stationery, earphones, phone covers, masks, kitchenware, houseware and, of course, car accessories. It will also address a wide range of apparel, from t-shirts to padded jackets, deck shoes to hats, safety helmets and sportswear. Like the brand’s famous red and white banner, the designs will be simple, direct and striking.

Nature and the great outdoors are another target market, with potential for rugged, functional apparel lines as well as backpacks, tents and portable stoves.

There is also the opportunity to highlight the near 100-year heritage of the brand through special retro ranges deploying versions of the brand throughout its early history.

Managing the Motul campaign is Laurent Taieb, a licensing specialist with over 25 years’ experience. He says: “Our aim with Motul is to bring both the brand and its many associations to a global audience. The appointments of both WildBrain CPLGand Blue Chip Brands are key to developing the extraordinary potential of this brand, and we’re delighted to be working with both of these highly respected agencies.”

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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