002
Intellectual Property
Global licensing strategy
01 — Context
Context
A brand with a thirty-year archive was licensing the same assets through overlapping agreements signed by different teams over time.
02 — Challenge
Challenge
Territorial rights overlapped, approval rights were unclear and several older licences had no defined end date.
03 — Position
Position
One licensing framework: a single set of core terms, territory schedules and a shared approval process, introduced agreement by agreement.
04 — Outcome
Outcome
The brand now licenses from a consolidated register, with renewal dates and approval rights visible in one place.
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Cases