TOTAL LICENSING
Cyril Speijer,
W A V E R Y
and Wavery, the
company that
he created in
A 4 0 t h A n n i v e r s a r y c e l e b r a t i o n !
the Netherlands
are celebrating
The Early Years
40 years in the
The Wavery story began forty years
licensing business.
ago back in 1967 when ‘flower power’
was at its height, Elvis married Priscilla
and the war in Vietnam raged on. Else-
Over the next
where, the Summer of Love saw Scott
McKenzie crooning about San Francis-
few pages, we
co, Che Guevara was captured and ex-
look at some
ecuted, Israel and its Arab neighbours
of the events, engaged in the Six Day War whilst the
highlights and
rest of the world held its breath, the
milestones of the
Doors debuted their very first album,
JFK’s body was moved to its final rest-
last four decades
ing place at Arlington Cemetery and
that together
Dr Christian Barnard performed the
have created one world’s first heart transplant.
of the longest-
In Scheveningen however, an area of
initiatives which he hoped would help of promoting the town.
serving
The Hague, the people of the town
the town. He organised a meeting Enter Cyril Speijer who saw that the
had more local issues on their mind.
licensing agencies
which attracted 400 people. But the plan of bringing the business people
Business people working in the
problem was, not everybody shared together to form initiatives was never
in Europe.
area wanted to increase tourism by
the same on-going enthusiasm. The going to work as, fundamentally, they
breathing new life into the Dutch sea-
next meeting attracted only 100 peo- were all competing with each other
side resort. Of course to do this, they
ple and by the third, numbers were in day to day life. The Deputy Major
needed money and the Chairman of
down to only ten. issued Cyril with a challenge to put
the Association of Beach Café Opera-
Realising this was not the way for- together a program with the promise
tors, Jacques Speijer (Cyril Speijer’s
wards, Spiejer Sr held an emergency that, for every Guilder raised by Cyril
father) was trying to drum-up interest
meeting with the Deputy Mayor of in sponsorship, The Hague municipal
and support for a number of different
Scheveningen to come up with ways authority would match it.
Cyril rose to the challenge. In a short
space of time he signed sponsorship
deals with brands such as Coca Cola,
Van Nelle, Scholtes, Martini, Esso, Jaffa
Drinks and Becks Beer. He also organ-
ised a Miss Scheveningen competition,
firework displays and an unusual ‘Most
Out of Tune Piano’ competition. In
another move, designed to get maxi-
mum publicity, he arranged to have
Above: Scheveningen Pier where
Wavery’s first offices were located
Left: The first event organised by Wavery
in 1967. Pictured (from left) Deputy
Mayor, Ben Bol, Major of the Hague,
Mrs Bol, Jacques Speijer and Cyril (right)
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