Monday, May 16, 2011

Mattel, Marvel, Disney, Snoopy, Hasbro, Peanut, Barney, Ice Age, Open Season and Madagascar. Brand Licensing

Harnessing the Power of Brand Licensing: A Journey as an Art Director in Advertising Agencies


Licensing is a strategic process that allows businesses to leverage the power of established brands and intellectual properties to enhance their own products. As an experienced Art Director, I have had the privilege of working with renowned advertising agencies such as McCann WorldGroup, Leo Burnett, and Publicis Worldwide, where I delved into the exciting realm of brand licensing. In this article, I will share insights into the world of licensing and how it can unlock tremendous opportunities for companies.

The Power of Brand Licensing:

Licensing involves obtaining permission to use a legally protected entity, such as a trademark, logo, character, or slogan, in conjunction with a product. One of the most significant advantages of licensing is the instant access to the power of an established brand. By aligning your product with a well-known brand, you tap into its colossal marketing efforts, built-in loyal following, and deep consumer insights. These invaluable assets are the result of years of investment and meticulous brand building.

Enhancing Customer Loyalty and Revenue:

Working within advertising agencies, my role focused on leveraging licensing to increase customer loyalty and drive revenue growth. By integrating licensed properties into promotional campaigns and product development, we aimed to strengthen the emotional connection between consumers and the brands they love. This strategy not only enhanced the company's image but also opened up new revenue streams by expanding product offerings.

Expanding Sales and Market Reach:

One of the primary goals of brand licensing is to tap into new markets and reach a broader consumer base. Through partnerships with globally recognized brands, we were able to penetrate untapped demographics and geographical regions. The credibility and familiarity associated with licensed properties gave our products an immediate advantage, leading to increased sales and market share.

Designing Compelling Licensed Products:

As an Art Director, my responsibility extended beyond strategic planning to creating visually appealing and compelling licensed products. Collaborating with talented designers and artists, we meticulously crafted product designs that captured the essence of the licensed brand while aligning with market trends and consumer preferences. This fusion of creativity and strategic thinking resulted in captivating products that resonated with consumers and drove sales.

Showcasing the Results:

Allow me to showcase some of the exciting projects I have had the opportunity to work on. Through captivating visuals and innovative designs, we transformed licensed brands into tangible products that consumers desired. These collaborations not only elevated the perception of the licensed brands but also generated significant buzz and excitement in the market.


Brand licensing offers a powerful avenue for businesses to harness the strength of established brands, fostering customer loyalty, expanding market reach, and driving revenue growth. As an Art Director in leading advertising agencies, I have witnessed firsthand the transformative impact that licensing can have on a company's success. By leveraging the power of renowned brands, we created compelling products that resonated with consumers, resulting in increased sales and brand recognition. The world of brand licensing holds vast opportunities for businesses willing to explore this dynamic and ever-evolving landscape.

Peanuts TM
Christmas campaign
Agency: McCann Worldwide
Brand Licensing: Peanuts
Advertiser: Mall Plaza
Medium Type: Peanuts Christmas campaign
General Creative Director: Mauricio Fernandez Maldonado
Account Director: Tatiana Mosquera
Art Director: Mark Zuniga
Graphic Designer: Mark Zuniga

Environmental graphic design

Peanuts Christmas Tree



Peanuts Promotion Ads

Indoor banners

Price tags

Ice Age 2 - Movie

Agency: Publicis WorldGroup
Brand Licensing: Ice Age Movie
Advertiser: Plaza Vea Supermarket
Medium Type: Marketing Activation
Account Director: Berenice Lu
Executive Account: Cecilia Tello
Jr. Art Director: Mark Zuniga

Stickers: Supermarket Checkout 

Indoor banners


Print Ads

Madagascar movie

Agency: Leo Burnett Worldwide
Brand Licensing: Madagascar movie
Advertiser: Falabella Group
Medium Type: Promotion
Art Director: Alfonso Fernandez
Creative Graphic Designer: Mark Zuniga

Advertising Ad

Open Season movie
Agency: Publicis WorldGroup
Brand Licensing: Open Season movie
Advertiser: Plaza Vea Supermarket
Medium Type: Promotion
Account Director: Berenice Lu
Executive Account: Cecilia Tello
Senior Graphic Designer: Mark Zuniga

Print Ad: Merchandising

Advertising Ad

Mattel, Marvel, Disney, Snoopy, Hasbro, Peanut and Barney
File Folders (cover design). Back to school campaign

Brand Licensing: Mattel, Marvel, Disney, Snoopy, Hasbro, Peanut, Barney among others.
Advertiser: Plastic Industries Corporation CIPSA
Product: File Folders (cover design)
Medium Type: Back to school campaign
Art Director: Mark Zuniga
Graphic Designer: Mark Zuniga
Contact: Aldo Acervo

Outdoor banners

Bus wrap design application

Bus wrap design

Time table school


Sales catalog

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