TOTAL LICENSING
for a broadcast license in the name demo was, the debate in parliament the Netherlands. Belgium, however,
of Veronica Omroep Stichting. An- was heated, resulting eventually in the was one step ahead with a number of
ticipating a successful application, the decision that Veronica had to cease successful ‘collect wrappers’ schemes
staff at Veronica remembered at the operations. Cyril was sitting in the such as Arctic and Zip. In some cases,
eleventh-hour that they would need press stands at the time and conveyed the early days of a new promotion
registration cards and promotional the decision to Veronica ahead of any brought in anything up to 40,000 new
materials. Cyril sprung into action of the major press agencies.
to save the day but, just as product At the same time, Beheerkantoor
was about to be delivered, Veronica Scheveningen took over running the
was given bad news. They would only promotion and PR for Scheveningen
stand a chance of a radio license if from Wavery and Cyril knew that he
they changed their name to Veronica needed to look in other directions in
Omroep Organisatie. Cyril had to beg order to grow his business. Licensing
and plead with the printers in Delft to was to become this new direction.
help him out. As a result, the materials However, licensing was very much in
were changed and Cyril delivered 2.5 its infancy in Europe at the time. The
million copies featuring the new radio licensing world was dominated by
station name. pioneer Mark Spits who organised
Into the early 70s and Veronica was the contract for The Smurfs with BP
at the point of being banned from petrol. When Cyril became Dupuis’
broadcasting as an offshore pirate agent, he took over this project and
station. A parliamentary debate was his busness began to take off in a ma- registrations. Saving wrappers became A Pink Panther/
scheduled and a demonstration was jor way. big business in Belgium. Stassano Yoghurt Drinks
planned for The Hague – a demo that It became clear that product sales Dutch consumers, however, were less
promotional campaign
many thought would end in a riot. grew when a sticker, badge, mini-book attracted by the long-term schemes
on the beach in Knokke,
To avoid this, Cyril’s father Jacques or 3D image was added. Suddenly, the requiring them to collect wrap-
Belgium. Presents were
hidden under the sand.
offered to help to organise the dem- search for attractive gimmicks and pers. They preferred instant reward
onstration. However, peaceful as the give-aways became all-important in schemes and also preferred on-pack
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