Clip licensing misunderstood

Clip licensing misunderstood
SHARE
THIS



Clip licensing is misunderstood in the industry according to Warner Bros. managing director of consumer products, Preston Lewis.

Speaking at MAD Week, Lewis explained many are unaware of the scope of content  that clip licensing includes.

“When we talk about it [with clients at Warner Bros.] most people think it means to literally take a clip from a television show and put it in a commercial,” Lewis said.

He explained that from a Warner Bros. stand point, it can include custom animation, along with parodies, and the use of stills across all mediums, from billboards to digital and print advertising.

The Warner Bros. clip library is the single largest in the world consisting of over 7000 films, shows such as Seinfeld, and hundreds of thousands of hours of animation.

“Clip licensing allows clients to cut through the clutter,” Lewis said.

The Bridge’s managing director John Fuhr explained how the agency obtained a license from Warner Bros. to leverage off the message and characters of The Wizard of Oz for its client Bulla. 

Fuhr explained that by using Dorothy in its Coming Home TVC, the brand was able to leapfrog the need to establish new character connections with audiences and instead, work off ones they already knew.

Building off Dorothy's link to home, the ad gained the highest recall of any previous Bulla ad and saw an increase in sales of 20,000 units in the first week of screening. 

http://www.youtube.com/watch?v=2rmPUbrTDU4

Please login with linkedin to comment

Latest News

Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency
  • Advertising
  • Marketing

Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency

Melbourne real estate group Buxton has appointed independent agency James Phillip Design (JDP) to handle strategic, creative and digital duties. JDP managing director James Peltekis said the agency was very excited about the appointment. “We’ve been collaborating with Buxton for a while now, working on their overall brand strategy and refreshing their brand. We’re delighted […]

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]