Media Foundry Limited的动态

Pitch Perfect Protected Property ? Here’s a dilemma – for many, a query – and for many more besides, particularly those in senior positions, a legal concern, writes our CEO, and legal whiz, tessa laws. When it comes to winning tenders, and for big ones this is even more prevalent, #creative agencies tend to bring out the big guns. Their top creatives put their heads together to devise the most striking, memorable and creative ideas they can, to meet the brief and win the business. But when they’re going big, not home, there’s one thing they often forget to consider: How do creative agencies protect their million-dollar ideas, or is there always an inherent risk when pitching that the recipient will nick them? Firstly - and maybe obviously - ensure any work created is original. If not, the chances are it won't qualify for copyright protection automatically in the UK. If it is original, as we'd hope, make sure it is the author's own intellectual creation, regarding which the author has free creative choice - by the way, newspaper headlines have been upheld as being protected literary works. Additionally important is to ensure that the creator is identifiable. Know who they are. Finally, and an even more vital point in the case of a pitch, make sure the company pitching owns the rights created by the author. So if copyright arises automatically - as is common in literary and artistic works - this means that any third party running off with the original ideas could be in (big) trouble for copyright theft, or (if the lines are more blurred), for failing to identify and credit the original creator. Here are a few tips: 1. Make sure that any documents clearly state that the contents are owned by the agency 2. Make sure the creator is employed by, or has waived all rights in the works created in favour of the agency 3. Make sure the work is original When it comes to pitching, an art form in itself, it's only natural to want to show the best and brightest ideas in your arsenal. But from a legal standpoint, it isn't worth losing ownership of your creativity. They say imitation is flattery; but pinching someone's idea (and with it, their hard work, time and effort) without giving them a penny, is cheap. #advertising #marketing #creativity #IP #intellectualproperty #copyright #creativeindustries

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