BEST RETAIL LICENSING PROJECT: MTV&AWLAB

MTV & AWLab received the BLTF Award for Best Retail Project at the BLTF Awards

The fourth edition of the Bologna Licensing Awards has just ended, in a brand new digital version. The Consumer Products department of ViacomCBS Networks Italia has received the award for MTV & AWLab as Best Retail Project.

From the meeting of AWLab’s needs to approach the 14-35 target and MTV, the privileged brand in the constant dialogue with young people, the ViacomCBS Consumer Product department has developed 3 different collections, promoted in different ways throughout 2019, which have achieved excellent results both in terms of sell-out and visibility. The projects were also supported by MTV’s ability to involve talent and influencers.

The collaboration between MTV and AWLab was born during the Bologna International Book Fair in 2018. AWLAb, a retailer belonging to the footwear group BATA, was looking for a young but inspirational brand for its privileged target. In MTV, AWLab has, therefore, found the ideal partner.

“As a ViacomCBS Consumer Product team we are very happy and proud of this award received for a project for which we worked in total synergy with MTV’s internal marketing and editorial teams. Teamwork, which has allowed us to achieve these incredible results of which we are extremely proud. And the best is yet to come,” said Simone Fenu, Senior Director Licensing for ViacomCBS Italy, Greece and Turkey.

Mattia Vandelli, Licensing Director Softlines, and Federica Albertin, Product Development South, both part of the team led by Simone Fenu, worked on the project.

The prizes were awarded by a jury composed of Federica Pitascio, TV Programming and Marketing Manager of Rai Ragazzi, Ivan Colecchia, Senior Vice President Global Development of Kidz Global and Cecilia Padula, Senior Director Multibrand Programming of ViacomCBS Italia.