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Copyright Promotions Italy

Copyright Promotions Italy was founded in 1991 and has since become the leading independent licensing agency in Italy. Headed up by Managing Director Grazia Caimi, the seven-strong licensing team has made a significant contribution to the Italian licensing market. The company has earned a reputation for service-led professionalism among licensing partners, advertisers, film studios, retailers and other leading Italian companies with whom it has maintained long-standing relationships.

Marketing and Strategy
Matching the brand to the product is crucial to the licensing process. It is only through careful thought and research that the team at Copyright Promotions Italy is able to deliver prime licensing partnerships to licensors, which create a perfect fit with the brand. The artwork department's input is also vital to ensure a smooth and efficient approval process for proposed licensed product designs and samples. The sales team, specialising in each of the key licensing categories of apparel, toys, gifts, accessories, publishing, promotions and interactive; undertakes a strategic case by case analysis of each property to ascertain the main target areas for the licensing programme. With PR agency Burdman & Dais on board, newsworthy events can be created around movie or TV releases that help to generate awareness throughout the media for our properties and our licensees.

Italian Licensing Market
Licensing in Italy has grown to such an extent in the last ten years that it has become an essential part of the marketing mix in many sectors. The Food and gifts area (including back-to-school ranges) are the largest categories for Italian licensing, followed by TV and movie publishing tie-ins. Food promotions are increasingly popular among licensees, and in-pack premium promotions for collectors has become a recent 'hot' area. Publishing and promotions are currently key growth areas for merchandising in Italy. In contrast with neighbouring territories however, advertising and retail remain under exploited sectors. Word of mouth remains a powerful tool on the Italian licensing scene.

For licensing information please contact:

Grazia Caimi, Managing Director



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