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

toro

Latest News

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]