Global lifestyle brand, Motul has appointed IAM Allrights as its agent in South Korea.
IAM – Intangible Assets Management – will now identify potential licensees, retail and marketing strategies that aim to convey the personality and spirit of the Motul brand.
It will also be actively engaged in maximising brand values by looking beyond traditional merchandise licensing and by capitalising on various business opportunities.
Motul believes that it is a brand with strong potential within and beyond the automotive space in which it originally made its name. IAM will therefore develop a licensing programme targeting motorcycle and car enthusiasts, automotive professionals, motor-caravan owners and a growing outdoor and leisure market for families. Key categories will include workwear, maintenance tools and equipment, alongside lifestyle categories such as apparel, accessories and gifting.
“Motul is a world-class brand whose rich heritage and global reputation will be the perfect inspiration for a varied licensing programme that will maximise the brand’s presence and profitability in the Korean market,” commented KS Kim, president of IAM. “We fully intend to provide many opportunities for Korean consumers to enjoy a new and wider experience of the Motul brand.”
Laurent Taieb, who is managing the Motul campaign, continued: “With its extensive marketing networks in Korea and Asia, exclusive access to the Korean market and expertise in understanding and bridging cultural and market barriers, IAM is the perfect partner to build the presence of the Motul brand in Korea. We’re delighted to be working with such a respected and expert partner in this key market.”
IAM is the newest addition to the Motul agency network which now includes Aspire for WildBrain CPLG, as well as recently appointed agents for Japan, Australia and New Zealand.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
