Licensing Director Spotlight: Linda Gilbert, The University of Missouri
CLC.com: How did you get involved in the licensing biz?
Gilbert: While teaching in the pubic school system, I was hired by the Director of Business Services, Jackie Jones, the current Vice Chancellor for Administrator Services, as a contract administrator and training coordinator. Even though I enjoyed the training side of my position, I soon realized that reviewing and understanding University contracts for me was like fitting a round peg into a square hole; so I traded one type of contracts for another and began managing the licensing program at Missouri. I continued to do both positions until about twelve years ago, when I became full time in the licensing program.
CLC.com: In terms of growth - what product category has surprised you most?
Gilbert: Children’s clothing--- I’ve been amazed at the number of children’s collegiate items that are in the marketplace and that the numbers support the price point of these items.
CLC.com: Describe some of the changes you’ve witnessed in collegiate
licensing over the years?
Gilbert: I’ve seen many changes, but one that has been very positive is the increased communication throughout the various areas on campus. I remember when if you asked the alumni, bookstore or athletic director who their licensing administrator was on campus, you might very well get "Who? What is licensing?" Now you hear our colleagues talk about monthly meetings, daily e-mails and phone discussions with these same departments.
Gilbert: There have been many I’ve wondered "what are they thinking!" But a few that stand out are ping-pong ball earrings, pet rocks, bar soap and scented cologne (we could never figure out what scent a tiger would be.)
CLC.com: What’s the key to running a successful licensing program?
Gilbert: You build a house one brick at a time; you build a successful program one department/person at a time using communication and education. These two elements continue throughout every aspect of a successful licensing program. No question is too minor, no opportunity is too small when it comes to being a resource on how to use and expand a university’s brand.
CLC.com: How competitive is the collegiate licensing industry?
Gilbert: To quote songwriter Irving Berlin, "anything you can do I can do better, I can do anything better than you." Competition is very alive! I sang that song for a 5th grade talent show---I lost to better competition!
CLC.com: What's one thing people might not know about you?
Gilbert: I’m a farm girl and can drive a tractor and milk a cow with the best of them, but don’t ask me to do it anymore.
CLC.com: What is the most rewarding part of your job?
Gilbert: Getting to know the retailers, licensees and other licensing administrators on a personal basis.
Gilbert: Since I came from a teaching background, I would probably be in education or maybe in corporate training.
CLC.com: What brand do you admire other than your own?
Gilbert: There are several brands that I believe are doing an unbelievable job of promoting the brand, but one that I like is Target, as with Nike, Coke, and others. You don’t need the name Target, just the logo!