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We Are Licensing – Denise Penn

Aug. 24, 2021 |

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We recently caught up with our Denise Penn to learn more about her extensive background in licensing.

How did you get your start in licensing?
My whole career has been associated with licensing. It started from retail in the Toys and Accessories buying department of Woolworths, became a licensee for stationery products with Highgrove, then worked for a few boutique licensing agencies, before setting up a licensing consultancy which helped several now major licensees enter the market. I also worked for ITV Studios. I’ve pretty much sat in all the chairs around a licensing table. The past six years in the great industry have been with the team at Octane5 leading business development in Europe.

What do you enjoy most about Octane5?
Problem solving. We have a tenacious, collaborative team and I am always excited when we find new ways to help our clients achieve their goals. Whether it’s a new way to present information to management from their data mine, or articulate the best new licensing deal, we strive to ensure that the client gets what they need every single day.

And finally, what do you enjoy most about Licensing?
This industry does not stand still and yet I’ve known some of my contemporaries for 30 years. At the beginning of my career, licensing was an unknown marketing tool. We now see new young people starting out who have studied aspects of licensing as part of their degree. This mix of industry stalwarts combined with new colleagues that have grown up with licensed merchandise and understand the power of data will ensure continued innovation and the adoption of tools such as BrandComply.

Denise loves to chat all things licensing. You can reach her at Denise@octane5 to talk about licensing trends, tech and more!