Profile
Guy Mottershead, Founder of Licensing Works
I am passionate about brands; developing and launching them, growing them, extending them, nurturing and protecting them. I have been fortunate to manage some of the nation’s best loved food brands, always ensuring they are left in a better place when the time comes to hand them on to their next guardian.
I have spent my entire career in the world of food marketing and licensing. My earlier days consisted of brand and marketing management roles with classic blue-chip food companies; Campbell’s, Heinz and Muller Dairy, where I got my first insight into brand licensing. I initiated licensing deals with famous food brands, including Kellogg’s and Cadbury’s.
I then fully entered the world of brand licensing by joining Jamie Oliver, the world’s best-selling celebrity chef, to establish his licensing division and develop his own licensed global ranges of food and food-related homewares. With a presence in 50 countries worldwide, annual sales exceeded £400m at RSP, making it the largest sector of Jamie Oliver’s organisation.
After 11 successful years with Jamie, I decided to set up Licensing Works. Using the wealth of experience gained across my career, I now work with personality, restaurant, entertainment and consumer brands to develop licensing programmes with retailers and manufacturers in the world of food.
