Mission is to bring new companies into the licensing fold, showing that ‘licensing is easy to understand, economical in practice and profitable in outcome’.
Kelvyn Gardner is ‘re-introducing’ his company, Asgard Media, back into the licensing industry spotlight.
Kelvyn – who originally founded Asgard Media in 1998, eight years before he become involved with trade association Licensing International (or LIMA as it was then known) – has a mission to bring new companies into the licensing fold “by showing that licensing is easy to understand, economical in practice and profitable in outcome”.
The company has a number of clients, such as Yoplait and Finsbury Foods, which have been with Asgard Media for over 20 years, which Kelvyn is now looking to “do even more business” for in the future.
However, he has also issued a call to action for the licensing industry as a whole, saying that it’s important to bring new blood into the business.
“The vast majority of UK manufacturing companies do not currently utilise licensing as part of their marketing mix,” he commented. “It’s important that we bring new blood into the industry. By making those connections, and by demystifying licensing, we will make that happen. What is good business for Asgard Media should be good business for licensing, full stop.
“With a network of old friends and colleagues around the world, including Alessandra Tagliavini in Italy, Tony Bugg in Australia, Rutika Malaviya in India and Ira Friedman in the US, we’re able to offer truly international reach for our clients, too.”
Kelvyn continued: “How we communicate that message today is much different from when we started 22 years ago. Content, as they say, is king, and we are kicking off with a series of short videos which, we believe, paint an enticing picture of licensing as a valuable marketing tool.”