Segal launches licensing division
By Adnews Staff
Toronto-based promotions agency Segal has created a new licensing division to represent film, television and character-based properties. The company formed the division, called Segal Licensing, after a recent deal with Paramount Licensing. The division will represent properties from Paramount Pictures, United Media Peanuts, Geneon and Granada Ventures. The unit, which is headed by Stuart Pollock, will focus on promotion, merchandise and retail activation for properties from these clients. “In today’s cluttered communications environment, leveraging entertainment and well-known character-based properties can give you an edge,” said Pollock. “Our strategy is to marry the traditional discipline of licensing with strategic, brand-building promotional activation for our clients. We work with our clients to mine partners, get the manufacturer on board, build a strong promo campaign and sell strong at retail.”