Dated: 31 October 2005
Singapore media companies will soon be able to tap the expertise of international brand management and licensing agency Global Brands Group (GBG) to develop consumer products merchandising and licensing based on intellectual properties from the TV, films, animation, games and publishing content that they have created. This was made possible through the newly launched Licensing &Merchandising Programme, a joint partnership between the Media Development Authority (MDA) and GBG. GBG is the exclusive licensing agent for FIFA worldwide and Warner Bros Consumer Products in South-east Asia.
Under the Licensing &Merchandising Programme, GBG will work closely with Singapore media companies to create content development strategies leveraging opportunities arising from licensing, merchandising, retailing and other forms of brand extensions. The programme commences with a Request for Proposals (RFP) process, followed by a one-year programme involving extensive individual training in all aspects of the licensing business. Six media companies will be short-listed under the RFP, which offers a host of networking opportunities and exposure to key licensees and retailers in Singapore and the region. It will also involve the transfer of appropriate skills and knowledge to local companies in areas such as brand development, marketing, licensee identification, acquisition and management. Details are attached as Annex 1.
Mark Matheny, CEO &President of Global Brands Group, said, “We are delighted to be working with Singapore’s Media Development Authority on this innovative skills development project. Following our recent relocation of our global headquarters to Singapore, we’re looking forward to working with the business community, creative media and fine governmental institutions such as the MDA to transform local intellectual properties into brands with worldwide appeal, awareness and possibilities.”
Mr Seto Lok Yin, Director of the MDA’s Industry Development Division, views the partnership with Global Brands as the first step in helping the local media industry expand beyond its current capabilities. “We recognise that Singapore media enterprises need new skill-sets to fully exploit their intellectual property through licensing and merchandising. It’s a lucrative business –just look at the amount of revenue generated by properties such as Pokemon, Hello Kitty and Pucca. The tie-up with Global Brands will enable our media enterprises to factor licensing opportunities into their content creation and business plans. There is never a better time to do this than now that we have Global Brands on board as mentor and consultant to help us.”
Neal Rudge, General Manager of Global Brands (Singapore) Pte. Ltd. added, “We’re looking forward to discovering unique talents within Singapore’s media community and fostering their business capabilities through one-on-one training, technical assistance and introduction to key constituents of the brand management industry. This programme supported by the MDA offers local companies the opportunity to acquire the tools necessary to launch their brands on a regional and global platform. With a strong base in Singapore, and a network of offices around the region and the world, Global Brands has the unique pleasure in being able to assist in this process.”
The MDA and GBG welcome media companies whose proposals are based on existing media content and a well-conceived business plan to come forward to partake in this exciting development. Applications are now open and should reach the MDA by 1 December 2005.
The Licensing &Merchandising Programme is the latest initiative by the MDA to support and promote the growth of Singapore’s media content industry, which includes animation and games development. The MDA also provides a whole slate of schemes to support and promote the film, television, publishing and digital media sectors. For more information on these schemes, please visit www.mda.gov.sg.
Media Development Authority
Ms Kwan Sui Fen
Management Executive, Marketing &Communications
Tel: +65 6837 9364
Fax: +65 6336 4142
Global Brands (Singapore) Pte Ltd
Mr Neal Rudge
5A Duxton Hill
Tel: +65 6228 0699
Fax: +65 6227 7548