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

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Five Ways to Shift the Paradigmwith Intellectual
Property,Challenge Conventional Laissez Fairand
Blow Your Client Away with Results
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(No Transcript)
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Uncovering Win/Win MutualCross
PromotionalOpportunities
Accountability/Diligence/Thoroughness
InspiredCreativeAlternatives
Myths ofNegotiation
Finding theRight Champion
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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

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Uncovering Win/Win MutualCross
PromotionalOpportunities
Accountability/Diligence/Thoroughness
InspiredCreativeAlternatives
Myths ofNegotiation
Finding theRight Champion
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Inspired Creative Alternatives

• Re-recording
• Alternative masters
• Start thinking about music from day one
• Ballpark costs and feasibility

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YR 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

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Celebrity Couple Talent Search 07/09/2005
Talent Requirements Two (2) Days of Service for
Shooting
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Uncovering Win/Win MutualCross
PromotionalOpportunities
Accountability/Diligence/Thoroughness
InspiredCreativeAlternatives
Myths ofNegotiation
Finding theRight Champion
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Finding the Right Champion
AR guy at Warner/Chapell
Licensing contact at Warner/Chapell (publisher)
Allstar by Smashmouth
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Talent also has many layers and people whispering
and advising. You need to know the most
beneficial and effective route.
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Uncovering Win/Win MutualCross
PromotionalOpportunities
Accountability/Diligence/Thoroughness
InspiredCreativeAlternatives
Myths ofNegotiation
Finding theRight Champion
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Myths of Negotiation

• Volume
• Some brands cost more
• Relationships
• Ineffective tactics Its Me I have other
  jobs coming Ill send your way

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Uncovering Win/Win MutualCross
PromotionalOpportunities
Accountability/Diligence/Thoroughness
InspiredCreativeAlternatives
Myths ofNegotiation
Finding theRight Champion
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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)?

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Cumulative impact is substantial
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(No Transcript)