The most anticipated event of the year is just around the corner: The Festival of Licensing. A digital supplement for Brand Licensing Europe—the tentpole event held in London each autumn—the new, four-week large-scale invites the global licensing community to connect, learn, and do business in a new format. In addition to robust panel discussions and immersive activities, the event gives attendees the chance to meet with partners from around the world to exchange ideas and drive business.
At Flowhaven, we’re counting down the days to the event and getting ready to participate as attendees and sponsors of the Licensing Leadership Summit (Our CEO Kalle Torma is presenting a ground-breaking presentation dubbed Thinking Beyond Revenue: A Holistic Licensing Approach in the Post-Normal you won’t want to miss!). To get a look at how our teams around the globe are preparing, we sat down with Jeremy Robinson, head of sales, EMEA, to discuss Flowhaven’s success in the UK market, what EU teams should know heading into the event and why he says “15 minutes of your time” is all he needs at the event.
FH: How has the opening of Flowhaven’s London office benefited the local licensing community?
JR: With our new office, we’ve been able to bring on extra team members who are hyper-focused on the UK. That has allowed us to have more one on one time with customers and become increasingly proactive in the marketplace. Even during the height of the pandemic, we realized that our efforts were working.
How is Flowhaven different than the solutions previously available to the UK/ EU market?
Flowhaven continues to break new ground in all territories. In the UK, particularly, the thing we consistently hear is how impressed people are with our ability to offer true end-to-end service. It also helps that licensing experts built our solution. Because the solution is continuously growing, we get to see new levels of excitement with each new update.
What features have proven most popular in the region?
Royalty validation has proven to be extremely important. Successful brand owners get that royalties are more than payments made by one party to another to license an asset. Instead, they require long-term, proactive validation such as trackable, concise record keeping and open, honest communication between partners.
What challenges do most brand licensing professionals face when handling royalties?
Because brand owners may have multiple licensees with any combination of geographic or distribution rights, auditing royalty reports can become tedious, and leave room for error. Meanwhile, many licensees work to generate accurate, easy to read reports, but some round figures or miscalculate numbers, making it hard for brand owners to recoup the full monies owed to them. Brand owners may try to conduct more detailed inquiries, but the act can result in tension between the partners.
How has Flowhaven helped clients overcome royalty-related challenges?
Our royalty reporting tools are tailor-made to make the process of inquiring about recouping royalties painless. We make it possible to create comprehensive royalty reports based on the terms of your agreement, rate reports that help you track each rate type as well as well, validate submitted royalty reports against contracts and even set and schedule payment reminders. It's almost like having a small accounting assistant in your pocket.
Your team will be available to book meetings at the Festival of Licensing. What do you hope to gain from the event?
Licensing is a great industry, with great people who enjoy good conversation, and we’re delighted that the new digital format is making that possible again. Our team has been working to share the benefits of adopting a licensing relationship management solution at a time when UK businesses are working to recover from the losses experienced during the pandemic. To survive, you need a flexible solution and people behind it who understand you down to the smallest detail. We want to let people know there is a way forward.
What should people who book a meeting with you during the Festival of Licensing expect?
The beauty of Flowhaven is that it only takes 10-15 minutes for people to understand what we do. Everyone is in meeting mode, and we can do that in a short window, connecting with customers and prospects.