Corbis gives marketers access to the stars with newly rebranded GreenLight
There is phenomenal growth in the use of music and other iconic content in both advertising and consumer products, and the launch of GreenLight underscores what we see as a huge long term trend and business opportunity. The GreenLight brand will accelerate our momentum in this market while continuing to complement our image licensing businesses, said Gary Shenk, CEO of Corbis Holdings.
GreenLight will also expand its offering to include Talent Negotiation, helping marketers to broker endorsement deals with sports, film, television, music and other celebrities for new product launches as well as for advertising and marketing campaigns. With the addition of this new service, GreenLight offers companies and advertising agencies one place to handle all types of rights and clearances services.
Our mantra is that Its easy when you know who — and we have relationships with the key agents, music publishers, TV and film studios and other rights holders in Hollywood and around the world, said Mark Sherman, senior vice president and head of GreenLight. Were one of the most experienced global rights services firms with a team of dedicated experts across three continents. And to protect our clients, we indemnify them for the rights we clear.
Greenlight has announced its rights and music clearances work for advertising campaigns for leading brands such as Old Spice, Ballantines and American Family Insurance. GreenLight has recently worked with leading advertising agencies in North America, Europe and Asia including Weiden + Kennedy, Publicis, Element 79, and Y&R. The announcement was made at Cannes Lions 2008, the 55th International Advertising Festival, held June 15-21 in Cannes, France.
Weiden + Kennedy of Portland, Oregon turned to GreenLight to help clear a photograph of actress Kim Novak to be used in a print ad for Old Spice deodorant. After W+Ks creatives stumbled across the photo in a book of historical celebrity images, GreenLight was able to locate and secure the appropriate copyright so that the advertisement could feature the image of the famous actress along with the memorable tag-line Blondes Prefer Gentlemen. The ad was initially intended to run just once, but it drew such a positive response that Old Spice extended the campaign.
We knew that the image we discovered would be perfect for our campaign, and GreenLight really came through in quickly handling the clearances for us, said Heather Smith Harvey, Art Buyer, Weiden + Kennedy. Their involvement helped us create a really fun ad that connected with consumers.
GreenLight also worked on behalf of Publicis UK to clear the use of images of John McEnroe, Steve McQueen and other iconic personalities to appear in Ballantine’s Whisky advertisements in Spain and Portugal.
GreenLight was a true partner in helping us negotiate rights and clearances for a high-profile Ballantines whisky campaign, said Stacy Koetsier, Client Director, Publicis. Their insight into negotiation strategy with well-known celebrities was instrumental in securing the deals and helping us deliver a top-notch advertising campaign.
We free up creatives to spend more time and energy on developing great concepts, said Mark Sherman, Senior Vice President and Head of GreenLight. Our mission is to provide airtight clearances quickly and cost-effectively to help great advertising ideas fly.