Celia Murray, Owner of Untapped Agency (Director of Licensing and Trade Marks Attorney), has launched Australia’s first intellectual property licensing education course for business leaders to create new royalty revenue streams from leveraging their brands. 

Affectionately known in the industry as Lady Licensing, Celia identified a knowledge gap in the market from her years of developing the licensing programmes for a number of the worlds most recognisable brands for the Australian and New Zealand markets.

Named IPTIUM, the new IP licensing programme provides intensive learning workshops for company executives and owners aiming to empower them to develop a licensing strategy. 

Lady Licensing recognised the knowledge deficiencies in the market where company owners and leaders are not exploiting their biggest asset – their brand – to extend into new channels and territories.

Intellectual property commercialisation and monetisation is underperforming at a Board and Executive level.  “Licensing is the least explored growth strategy by company leaders but can deliver a significant competitive advantage” says Lady Licensing and she attributes this to the lack of educational course availability and of practical learning environments.

The goal of IPTIUM is to work alongside Australia’s most endearing brands and to lead the Chief Executives and Boards through the process of licensing development, implementation and management to accelerate growth and profits.

There are many goldmines out there that IP Owners are unknowingly sitting on and we intend to help exploit these” promises Celia.


Celia Murray is a IP Licensing Commercialisation Specialist and Trade Mark Attorney who lives for creating new revenue streams from licensing.  

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trade Mark Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, innovations and trademarks into innovative, new consumer products, services and experiences to drive revenue.