They offer significant long term potential and add value to the Owl and Mackerel brands. Mighty Mites is a successful series within Owl magazine. With Combined Media it was developed and launched in April of 1997 as an on-line interactive area through AOL Canada to AOL International. It is now in the final stages of development as an international television series. As CMI learned, the concept is not without difficulties.
Properties impact business affairs, creative and marketing.
They raise issues relating to management of resources, creative decisions, sharing of costs and revenues. Like others in the industry, CMI's experience is that when a concept crosses media, a focal point or 'property manager' is needed. This works to ensure proper business case development, effective cross divisional business planning, management of relationships, appropriate consistency to creative development and an integrated marketing effort. CMI dealt with all these issues and made a point of learning from the experience. A workshop with the key participants in Mighty Mites led to further assessment.