NJCI Insights | What we’ve learned and what’s next

To wrap up our 2024 NJCI Insights series, we’re sharing three distinct profiles created from our analysis of data collected in the survey. Using these personas alongside the data, we’re offering tailored recommendations for senior leaders and professionals in the licensing industry. This final chapter explores how we can foster growth and engagement industry-wide.

Creative profiles

The NJCI 2024 survey revealed three distinct profiles among licensing professionals:

• Disengaged Critics (23%)
  Often feeling under appreciated and sidelined, Disengaged Critics score lower in recognition and autonomy. They seek more inclusion in strategic planning. There’s a real opportunity to boost engagement by celebrating their skills, offering growth opportunities, and valuing their creative expertise.

• Upbeat Influencers (20%)
  The most empowered group, Upbeat Influencers feel valued and autonomous in their work, with high levels of strategic involvement. They’re eager for fresh challenges that match their skills. Bringing them into high-impact decisions and cultivating an environment of inspiration can maximise their potential.

• Settled Executors (57%)
  This majority group enjoys recognition and autonomy but reports less involvement in strategy. Settled Executors appreciate steady work, but introducing more strategic responsibilities to their roles and highlighting their contributions could spark new excitement and drive.

What’s next for NJCI

In addition to growing the NJCI community, we’re developing resources for professionals in both creative and commercial licensing roles. Here’s how you can get involved:

• Take part: The next NJCI survey launches in November 2024, and we’re running an open call for any questions you’d like to see included this year.

• Spread the word: If you’re a creative, share the NJCI 2024 survey report with colleagues and encourage them to join our mailing list.

• Stay tuned for events: NJCI will host exclusive events to provide support and inspiration for creatives in licensing.

• For senior professionals: For a practical guide, check out our blog post on ‘How to Measure Licensing and Brand Extension Impact’ here, specifically for leaders seeking to optimise creative licensing outcomes.

• New mailing list for commercial colleagues: If you’re in a business-focused role, join our dedicated mailing list, Skew and Improved. This monthly newsletter, tailored for professionals in licensing and brand extension, offers personal development challenges, insight tips, and recommendations to enhance effectiveness. From practical advice to book suggestions and industry events, this is your go-to resource.