Comments on: Tidbit: Ad agencies and Intellectual Property http://blog.theredpost.com/2008/12/18/tidbit-ad-agencies-and-intellectual-property/ a tech startup in goshen, indiana, takes on digital signage (and lots more) Wed, 01 Sep 2010 21:58:46 +0000 hourly 1 http://wordpress.org/?v=3.0 By: property in Vietnam http://blog.theredpost.com/2008/12/18/tidbit-ad-agencies-and-intellectual-property/comment-page-1/#comment-2592 property in Vietnam Sun, 09 May 2010 14:08:50 +0000 http://blog.theredpost.com/?p=1504#comment-2592 Pretty interesting point of view. I guess, in the advertising industry where ad campaigns should always be "out of the box" and attractive to clients, there are so much competition. Pretty interesting point of view. I guess, in the advertising industry where ad campaigns should always be “out of the box” and attractive to clients, there are so much competition.

]]> By: RedPost/Blog http://blog.theredpost.com/2008/12/18/tidbit-ad-agencies-and-intellectual-property/comment-page-1/#comment-1572 RedPost/Blog Mon, 22 Dec 2008 18:07:30 +0000 http://blog.theredpost.com/?p=1504#comment-1572 [...] was responding to Danny’s comment on my ad agency/IP post and it’s truned into a full blown blog post. Danny said: And where did you get the idea [...] [...] was responding to Danny’s comment on my ad agency/IP post and it’s truned into a full blown blog post. Danny said: And where did you get the idea [...]

]]> By: Danny http://blog.theredpost.com/2008/12/18/tidbit-ad-agencies-and-intellectual-property/comment-page-1/#comment-1570 Danny Sat, 20 Dec 2008 23:48:31 +0000 http://blog.theredpost.com/?p=1504#comment-1570 Well, this is actually changing, albeit VERY slowly.<br><br>Unions/groups (like AIGA) are encouraging agencies and designers to retain long-term rights for campaign-related material (exactly like the example of a 6-month ad campaign). The problem is, at least right now, is that so much of that work - especially in mid-size to smaller agencies - is tied to identity work, the rights for which should (maybe) be rightly tied to client (company). Photographers actually have a better time with this, since they are producing only a piece of the campaign, than agencies or designers do. That, and their copyright system is pretty well developed.<br><br>It does make sense to maintain those long-term rights though, as you say, because it can bring in long-term revenue (roughly .2-.5% of any major ad buy).<br><br>And where did you get the idea (data) that a 6 month buy rarely returns that equivalent? I would think that more national campaigns return at that level than 20-year patents. Well, this is actually changing, albeit VERY slowly.

Unions/groups (like AIGA) are encouraging agencies and designers to retain long-term rights for campaign-related material (exactly like the example of a 6-month ad campaign). The problem is, at least right now, is that so much of that work – especially in mid-size to smaller agencies – is tied to identity work, the rights for which should (maybe) be rightly tied to client (company). Photographers actually have a better time with this, since they are producing only a piece of the campaign, than agencies or designers do. That, and their copyright system is pretty well developed.

It does make sense to maintain those long-term rights though, as you say, because it can bring in long-term revenue (roughly .2-.5% of any major ad buy).

And where did you get the idea (data) that a 6 month buy rarely returns that equivalent? I would think that more national campaigns return at that level than 20-year patents.

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