Justin Cooke Joins Blacklist: Unlocking IP for a Connected World

Not many people can say that their experience with the world of IP “goes back to birth” but Justin Cooke, who has recently joined the creative agency Blacklist as a board advisor, is one. It was in the ‘70s that he was immersed in the world of IP extensions, though it was unbeknownst to him.

“Remember those poster racks of The Police, Spiderman, and Raiders of the Lost Ark that you’d flick through in Woolworths on a Saturday?” asks Justin. “That was Scanlite. My Dad had secured the Disney licence and started creating Micky Mouse, Pluto and Donald Duck lampshades and this extended into posters.” By 1982, the operation included E.T. the Extra-Terrestrial, which Justin’s dad “secured after playing Atari’s Asteroids with Steven Spielberg.” It’s a memory that has stayed with Justin vividly, “etched on my mind as my sister and I spent three days in Liverpool on a photoshoot with Kenny Dalglish’s kids, Paul and Kelly, modelling hundreds of IP extensions from alarm clocks to nylon underpants.”

Such a personal experience with the power of IP led Justin to further work in the space, cementing his status as an expert, and “remained a constant, whether that was through careful negotiation with nervous right-holders on the provision of digital rights with the BBC; helping create standards as chair of BIMA; understanding the unit economics of entirely new business models as a venture partner at Northzone with Spotify; or reaching millions and raising funds to help children live happier, healthier lives through UNICEF’s Soccer Aid,” he explains.

So why did he join Blacklist specifically? He was impressed by the agency’s founders and what the business had managed to achieve in a relatively short amount of time. “You are talking about three co-founders who perfectly compliment each other. What I got from the outset was how Lola, Dom, Matt and their incredible team have managed to win the trust of some of the biggest brands in the world. It's true that you could say that about a small number of great agencies. But where Blacklist really excels is how, based on that deep understanding of brands’ purpose, values and DNA, they extend and evolve that into innovative products and services, reaching new audiences in new markets.”

Blacklist has been in the IP game for a while now, creating transformative experiences for global brands like Pokemon, Prime Video, SkyShowtime, and Ferrari, to name just a few, as it recognised the consumer turn towards experiences over material goods a few years ago. Justin notes that IP represents a transformative moment for consumer experience and the shift can be traced across culture and the economy, citing a poll where 76% of consumers said they preferred to see their cash go to experiences and 69% of millennials believe attending events makes them feel more connected to other people, the community, and the world.

“We are at a unique moment in time with a global ubiquity of smartphone penetration, universal access and connectivity, the exponential reduction in the cost of storage compounded by the democratisation of global distribution, virtual commerce and creativity. And while this is nothing new, consumers are craving new ways to go deeper and further with brands that they identify with, aspire to or trust. IP extensions are literally springing up everywhere from Kelly Slater Surf Parks, Bugatti-branded residences, Nickelodeon hotels and Minecraft theme parks right through to large-scale partnerships like Disney’s $1.5 billion investment into Epic Games. We are entering a new era where huge value can be created by harnessing these market forces, technology and human ingenuity,” Justin explains.

Justin’s role will focus on helping amplify the already fantastic work the team has done to further translate and expand brands into immersive moments that resonate with diverse audiences. Blending insight, storytelling, design, and operational excellence, Blacklist creates lasting impact through OOH, pop-ups, attractions and digital gamified experiences. The opportunities, according to Justin, are all there for the taking. “Allowing people to experience a connection to a brand in new and unexpected ways at every touchpoint across a brand’s ecosystem, real or virtual, strengthens brand loyalty and trust. It’s those two factors that influence 58% of consumers’ decision to choose a brand over competitors,” he says.

However, working with IP isn’t without challenges. Significant investment is often needed, adding pressure to get it right. “Experiences must be authentic to the core values of the brand or risk alienating their target audience,” Justin comments on the risk of getting it wrong. There’s also a need for innovation so that brands show up in a way that’s fresh and relevant to ensure authentic market fit with audiences. Homogeneity is also a challenge, “Without reliable ROI predictions, risk averse operators favour sure-thing mainstream brands, pushing out niche brands that would broaden appeal to diverse audiences.” And of course quality, if an extension fails to meet expectations or feels inauthenticity it can damage the parent brand’s reputation.

The themed attractions and location-based entertainment category is growing steadily. Global sales revenue increased by 13.5% from 2022 to 2023 and this represents only 2.5% of the total licensing market, signalling that there’s plenty of room for growth.
Some of the key trends on Justin’s radar are:

● Overnight attractions: the combination of immersive theatre, interactive escape rooms, food and drink and accommodation into unique experience packages.
● TV light entertainment brands: There are increasing untapped opportunities to translate successful TV formats (The Traitors Live, The Chase Experience).
● Gaming audiences are hungry for opportunities to experience their favourite digital worlds in real life (Merlin/Minecraft, Universal/Nintendo, and Minecraft experience in London)
● Immersive Wellness for guests who seek a positive transformation.

There is a real buzz every time you walk into the office, there is no doubt I am joining at a transformational time for the business. Without naming names, Justin teases what’s next: “We have a hotel concept in development, and a number of gaming, entertainment and publishing IP-based experiences which we are incredibly excited about.

But what is driving Justin the most is fusing the power of artificial intelligence with Blacklist’s wealth of data and insights, creative ingenuity and proven methodology. We are still early on the journey and I cannot share much as things are changing so fast, almost in real-time, but we are developing a new platform that will radically transform the way we help brands extend their IP at speed, scale and quality. From what we have seen so far I believe that we are fast approaching a new golden age of exponential growth in Brand IP extension for a connected world.

We’re eagerly watching this space.