Warner Bro. Renames Its Licensing Resource

Warner Bro. Renames Its Licensing Resource
SHARE
THIS



Warner Bros. Consumer Products (WBCP) has renamed its popular commercial clip licensing resource, identifying it as ‘licensed advertising’ to better reflect the diverse offering and ongoing demand from advertising and marketing professionals.

For many years, creative agencies have leveraged Warner Bros.’ iconic library of film, television and animation properties – one of the largest of its kind in the world – to help bring their campaigns to life on the page, the small screen, radio waves and billboards around the world.

At the same time, the WBCP Australia and New Zealand (WBCP ANZ) Team has become the pioneer of the practice in Australia, with household names like ANZ, NAB and Bulla all using the resource and joining global giants such as Apple, Google, IBM, GE, Toyota and Mars who have done the same.

Director of retail marketing and licensed advertising, WBCP ANZ, Andrew Bromell, said the name change is an effort to better reflect the scope and scale of the offering.

“Australian advertising and marketing professionals are extremely savvy and have long sought to push the boundaries in their creative campaigns, telling the story of their brands with the help of our iconic characters, plots and themes.

“The Warner Bros. Library has always offered these opportunities for bespoke applications beyond pre-existing footage or stills – from custom animation to character inspired homages to completely new recreations of favourite scenes –and the rebrand to licensed advertising better reflects this core offering.”

The 2011 launch of ANZ’s ‘We Live in Your World’ Masterbrand campaign featuring the popular television series, The Mentalist, is one of Warner Bros. Library’s greatest success stories in Australia and an example of placing a television series character in a completely unknown environment.

Rather than using a pre-existing clip from the library, creative agency Whybin\TBWA created a platform for the set of The Mentalist to be integrated into the world of the ANZ customer, which resonated strongly with the audience.

The campaign continued until 2014, across 23 countries with 19 different brand television commercials, and is a strong example of the creative solutions available when using licensed properties.

More recently, a US Comcast TVC campaign demonstrated the breadth of opportunity when it launched Xfinity, a voice guidance tool to help the vision impaired watch television, interpreting the iconic sounds and themes of The Wizard of Oz through the eyes of small child, Emily.

Dave Hedrick, senior vice president, global promotions and studio licensing, WBCP, said the poignant campaign, which debuted during the 2015 Academy Awards, truly resonated with viewers.

“When it comes to a library as diverse as the Warner Bros. Library, the possibilities for creative campaigns really are endless. Xfinity’s unique approach with ‘Emily’s Oz’ is testament to this,” said Bromell.

“Who would have thought something as iconic as The Wizard of Oz could have such strong and instantaneous resonance when portrayed in a completely different format—in Xfinity’s case, through the interpretation of Emily who has watched the film a hundred times over, but never actually seen it.

“That is the power of these beloved titles, and while all organisations might not have the rich history and identity of a Dorothy, Tin Man or Scarecrow, they can still tap into the popularity, awareness and attributes of these characters through the use of licensed advertising and the Warner Bros. Library.”

Internationally, the Warner Bros. Library has been employed across industries as vast as finance, personal care, automotive, insurance, food and beverage, electronics, travel, hospitality and much more.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]