Signatures Network, Inc. (formerly Sony Signatures)

Project Description

Challenge

Sony Signatures was a worldwide entertainment merchandising, licensing and marketing company headquartered in San Francisco and licensing high-profile music artists, including Britney Spears, Madonna, The Beatles, Celine Dion, KISS and Ozzy Osbourne.

Faced with a highly competitive retail marketplace, Sony Signatures sought to increase its visibility not only in the branding and entertainment industry but in consumer and regional media as well.

Strategy

LCI worked with Sony Signatures to leverage the high-profile artists on their roster through the announcements of newly-signed licensing products, regular press release announcements and solicitation of editorial news and feature articles. Sony Signatures' retail and promotional success also were highlighted to solicit additional licenses, retail venues and customers. LCI also worked to coordinate and facilitate press conferences and generate awareness at the annual Licensing Show in New York. Key launches at Licensing Show 1999 included the Carters line of apparel for Real Love for Children by John Lennon, the Britney Spears products and the Yellow Submarine products. LCI later facilitated messaging and communications surrounding the company's acquisition.

Results

Media highlights for Sony Signatures included placements in the Wall Street Journal, New York Times, Los Angeles Times, San Jose Mercury News, San Francisco Business Times, Variety, Hollywood Reporter, Billboard, Entertainment Weekly, Access Hollywood, CNN Headline News, CNBC, Fox News Channel, ABC Radio Network, BBC Online (London), The Howard Stern Show,Advertising Age, Brandweek, MTV.com, NME.com (New Musical Express), Sonicnet.com, Licensing Book, License!, Amusement Business, Playthings, Creative, Film/Tape World, and other publications. Because of LCI's efforts to create positive awareness, a large conglomerate acquired Sony Signatures in a deal that was successful - and profitable -- for both parties.

Project Details

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