Marshall’s licensing director talks headphones, speakers, collaborations and Lisa Simpson.
Grace Pantony,
Licensing Director, Marshall Amplification
My route into the licensing industry went something like this…
Like most people who end up in licensing, I am not really sure how it became my day job! I worked on B2B accounts for Marshall providing support for other businesses to put Marshall product within their products, I did this for approximately two years then decided to go travelling as I was not getting any younger! On my return to the UK I spoke with Jonathan Ellery, the md for Marshall and they had started working on a new avenue for the business, licensing. He asked if I was interested in the licensing assistant role, I had little knowledge of licensing at this point, but I haven’t looked back since!
How long in the industry?
I have been working within licensing at Marshall for five years now. I started as licensing assistant and have made my way up to licensing director. It’s been a great five years.
When I was growing up, I had no idea that ‘licensing’ was an industry, so I wanted to be…
I wanted to work with the dinosaurs at Jurassic Park, mainly the T-rex (I am a bit obsessed and have two dinosaur tattoos!).
Biggest inspiration in the licensing industry?
Someone I work with, it would be Konrad Bergström one of the founders and the president of Zound Industries, the licensee for Marshall headphones and speakers. Konrad has helped shape and build an incredible business for both Zound and Marshall. He is an inspirational entrepreneur and has always got time to talk through ideas and challenges. It is inspirational to work around him. I recently attended one of the LIMA Education Workshop days and one of the panel members was Gabrielle Sims, now the head of licensing at Fat Face. Gabrielle gave a really interesting and inspirational talk, it is always great to see a strong female and she certainly inspired me to be the best I can.
Best thing about your current role?
The variety of different products I get to work across, it is never a dull day. Due to the brand and its rich heritage, it also means that we get to be a part of creating not only great product but also marketing campaigns. I love how varied the role is, one minute attending a photoshoot and the next working with acoustic engineers to develop the Marshall sound. No day is ever the same.
What are you most proud of within your licensing career to date?
I am proud of every launch we do, each product takes up a lot of your time from start to finish, so it becomes your baby! I am extremely proud of the recent Multi-room speakers we have launched. The team have worked so hard to launch these, and they are a phenomenal product that we all can’t wait to see how the market responds. Another proud moment would be the Marshall & Fred Perry Collaboration, this really brought two iconic British brands together. It is great to work alongside a brand you have grown up with and admire, so the pairing of the two was my licensing dream come true.
Licensed character you can most identify with (and why)?
I think I would say Lisa Simpson, she focuses on her goals and strives to reach her potential. Unlike her I will never be a member of MENSA, have an IQ of 159 or play the saxophone half as well! But I can add these to my future goals…
What were your first thoughts when you were revealed as a nominee for the LIMA UK Rising Star Award?
I was very shocked and humbled. It’s lovely to be thought of so highly by colleagues that they would take the time to prepare the nomination and to be selected as a nominee; I was in total shock, especially when you see the high calibre of the other nominee’s. I am still in shock now to be honest!
The adage goes, once you enter the licensing industry, you never really leave… what are your short-term goals for your career in licensing?
I look forward to exploring more licensing options for Marshall and continuing to raise our global awareness as a lifestyle brand. I hope to move from strength to strength within the licensing industry.
The LIMA UK Rising Star award will be presented as part of the Licensing Awards, which take place on Tuesday September 12 at The Grosvenor Hotel, London.
