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 MODA Marketing & Licensing, a newly established Corporate Brand Licensing Agency in Europe forms exclusive strategic alliance with MODA International Marketing September 2004 European corporations seeking to further exploit the value of their brand and other intellectual properties can now turn to a new company to assist them in the development, execution and management of licensing strategies: MODA Marketing & Licensing. Based in Geneva, Switzerland, the company will be headed by two experienced leaders in the field of licensing, Michelle Alfandari and Julien Born, who started this new venture in part to “respond to an increasing demand amongst European companies to optimize the management and maximize the returns of their intangible assets, namely brands and patents”. MODA International Marketing, a leading brand licensing agency based in New York, has established an exclusive strategic alliance with the newly formed European entity. Michelle Alfandari, President and founder of MODA International Marketing, is one of the pioneers of the licensing industry. “MODA has been international since its inception in 1988, representing U.S. and European clients on a global basis through a dedicated group of Global Associates. While we will continue to work with this model in other parts of the world, it has become increasingly evident that our clients will be better served by having a dedicated office strategically located in Europe. MODA Marketing & Licensing was conceived to meet the demands of an international marketplace by bringing an integrated yet region specific approach to leveraging intangible assets. This will provide a tremendous added value to our existing clients and we expect that it will make us an attractive choice for European companies,” says Alfandari, who will play an active role in the newly formed company as co-Managing Director. Julien Born, who has held various senior marketing, branding and licensing positions at DuPont and INVISTA will, in addition to his role as Managing Director, oversee day-to-day operations of the new company. Licensing, or the commercial exploitation by a third party of a company’s intellectual property, has been a growing business activity. Globally, retail sales of licensed products exceed $100 billion, about 25% of it deriving from corporate brands. While the licensing business model has historically proved more popular in North America, times are changing. “Licensing is about generating incremental revenues, connecting brands to more consumers and overall adding further value to an asset base. There is a significant opportunity cost in not unleashing the potential of brands and other intellectual properties via licensing, a cost that companies can no longer afford to bear in today’s economic environment. Though licensing is not yet fully embedded into the European corporate culture, we believe that companies are now waking up to this reality,” noted Born. MODA Marketing & Licensing is a full service licensing and marketing company, based in Geneva, specializing in representation of trademarks, brands and patents. MODA offers comprehensive services to include strategic planning, implementation and management of turn-key licensing programs. MODA Marketing & Licensing has formed an exclusive strategic alliance with MODA International Marketing based in New York, whose clients past and present include: The New York Times; Champion® Athleticwear (a division of Sara Lee Corporation); Lycra® (Invista, formerly DuPont Textiles and Interiors); Bollé®, Bushnell® and Tasco® (Bushnell Performance Optics); National Trust for Historic Preservation; Ritz Hotel Limited - Ritz Paris; Unipal Corrugated Pallets (a division of MONDI/Anglo-American plc); Better Homes and Gardens (Meredith Corporation); Snap-on Tools; Mack Trucks, Inc; Victoria and Albert Museum - London; and AskJeeves. For more information:
Web: www.modaintl.com
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