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Licensing agent Born Licensing has announced the launch of Born to License, which will expand its services to companies outside of the advertising sector. The firm, best known for delivering incremental revenue to the licensing industry through deals in the licensed advertising category, has made th ....
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78% of the UK public selected the fictional superhero over the otherworldly actress that plays her David Born, head of Born Licensing, is responsible for getting beloved IP into ads from top brands. His research indicates that consumers prefer fictional characters to real people so he s explained how marketers can navigate this trend. When asked who would most likely capture their attention in an ad out of Wonder Woman or Gal Gadot, 78% of the UK public selected the fictional superhero over the otherworldly actress that plays her. 38% the UK public said they ‘most like’ to see fictional characters in advertising compared to celebrities (22%), musicians (22%) and sports stars (18%). ....