1 / 17

Five Ways to Shift the Paradigm with Intellectual Property, Challenge Conventional Laissez Fair and Blow Your Client Awa

Five Ways to Shift the Paradigm with Intellectual Property, Challenge Conventional Laissez Fair and Blow Your Client Away with Results. Uncovering Win/Win Mutual Cross Promotional Opportunities. Accountability/ Diligence/ Thoroughness. Inspired Creative Alternatives. Myths of Negotiation.

Sophia
Télécharger la présentation

Five Ways to Shift the Paradigm with Intellectual Property, Challenge Conventional Laissez Fair and Blow Your Client Awa

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Five Ways to Shift the Paradigmwith Intellectual Property,Challenge Conventional Laissez Fairand Blow Your Client Away with Results

  2. Uncovering Win/Win MutualCross PromotionalOpportunities Accountability/Diligence/Thoroughness InspiredCreativeAlternatives Myths ofNegotiation Finding theRight Champion

  3. Uncovering Win/Win MutualCross PromotionalOpportunities Accountability/Diligence/Thoroughness InspiredCreativeAlternatives Myths ofNegotiation Finding theRight Champion

  4. Accountability • Hold your music and talent resource accountable Whether it is a third party resource or your ad agency. Challenge them to think outside the box Diligence/Thoroughness • Q. What does the market bear for popular music today? • Q. How much was this song licensed for in the past? Are you paying less? You should be • Q. Do you know if and where this song is being used? Are there options yet to be exercised? • Q. Do you have a complete commercial history? • Q. Do you know if there are outstanding quotes for other products? This increases the chance another brand could run with the song before or while you are using it

  5. Uncovering Win/Win MutualCross PromotionalOpportunities Accountability/Diligence/Thoroughness InspiredCreativeAlternatives Myths ofNegotiation Finding theRight Champion

  6. Inspired Creative Alternatives • Re-recording • Alternative masters • Start thinking about music from day one • Ballpark costs and feasibility

  7. Y&R on behalf of 7-Up! — 7/9/2004 7-Up! — Possible Alternatives • USE/MEDIA: For up to three (3) :30 television commercials with versions, edits, lifts, tags including retail tags to air on network, cable and spot television. Also for three (3) :60 radio commercials with versions, edits, lifts, tags including retail tags. Additionally for non-broadcast/industrial use including in-house (creative meeting/reference/awards purposes), sales meetings, trade shows, internet - on the client's and agency's websites and third party websites - (sites like Ad Age, Ad Week and other industry sites that may post the commercial in a non-downloadable, streaming only manner for purposes of review), in-store, POP, use of talent's name/image in print, use of talent's voice for on-hold for company's phone systems, in-cinema, in-flight, in stadium/jumbotron, theme parks. • TERM: For one (1) year beginning approximately August 16th, 2004 • TERRITORY: United States, its territories and possessions; Territory for internet use: World • RENEWAL OPTION: To renew for an additional consecutive one (1) year term • EXCLUSIVITY: Soft Drinks • IMPORTANT: All talent is subject to approval and availability (e.g., film, TV and other potential commercial conflicts, upcoming projects). Our suggestions and ballparks are based upon our experience with the talent and their agents/managers. Final talent commitment will be based upon a firm offer from the client • PLEASE NOTE: THE FOLLOWING BALLPARKS DO NOT REFLECT PENSION AND HEALTH CONTRIBUTIONS

  8. Celebrity Couple Talent Search — 07/09/2005 Talent Requirements: Two (2) Days of Service for Shooting

  9. Uncovering Win/Win MutualCross PromotionalOpportunities Accountability/Diligence/Thoroughness InspiredCreativeAlternatives Myths ofNegotiation Finding theRight Champion

  10. Marketing department at Interscope (Label Smashmouth is signed to under UME) A&R guy at Interscope Interscope Marketing/Film & TV Manager Film & TV creative at Warner/Chapell Licensing contact at UME (Label) Independent Rep hired directly by manager to find these opportunities Attorney Finding the Right Champion Licensing contact at Warner/Chapell (publisher) A&R guy at Warner/Chapell Allstar by Smashmouth

  11. Talent also has many layers and people whispering and advising. You need to know the most beneficial and effective route.

  12. Uncovering Win/Win MutualCross PromotionalOpportunities Accountability/Diligence/Thoroughness InspiredCreativeAlternatives Myths ofNegotiation Finding theRight Champion

  13. Myths of Negotiation • Volume • Some brands cost more • Relationships • Ineffective tactics — “It’s Me…” “I have other jobs coming I’ll send your way…”

  14. Uncovering Win/Win MutualCross PromotionalOpportunities Accountability/Diligence/Thoroughness InspiredCreativeAlternatives Myths ofNegotiation Finding theRight Champion

  15. Uncovering Win/Win Mutual Cross Promotional Opportunities • Co-branding opportunities add value • Have we maximized the possible value added with 360 initiatives (packaged deal that incorporates on-ground (sponsorship obligations, personal appearances, etc.) on-air, on-device (cell phone, etc.) and online)?

  16. Cumulative impact is substantial

More Related