Managing Intellectual Property in the Advertising Industry
Managing Intellectual Property in the Advertising Industry
Creative Industries - Booklet No.5
Managing Intellectual Property in the Advertising Industry
Creative Industries - Booklet No.5
Managing Intellectual Property in the Advertising Industry
Managing Intellectual Property in the Advertising Industry 3
TABLE OF CONTENTS
PREFACE
4
INTRODUCTION
5
Chapter 1 ? The advertising industry in the global economy
8
Chapter 2 ? The value chain in the advertising industry
21
Chapter 3 ? Intellectual property rights (IPRs)
in the advertising industry
25
IPRs in a business context
26
Monetary assets
30
Tangible assets
31
Intangible assets
32
IPRs in the advertising industry
34
Chapter 4 ? IPR management in the advertising industry
41
Financial principles
41
Market value defined
42
Intangible asset valuation ? methodologies
43
Valuation and assessment of marks and brands and other
distinctive signs
45
IP management in the advertising industry
46
Assembled workforce (human resources)
47
Trademarks and brands (financial resources)
47
Business systems, databases & software (technological resources)
49
Chapter 5 ? A new role for IP in the advertising industry
49
Historical perspective
49
The commission compensation mode
50
A fee-based compensation model
54
A new incentive model?
56
Implications for IPR management in the advertising industry
59
Chapter 6 ? Best practices for IPR management in the advertising industry 59
Protect, protect, protect
62
Chapter 7 ? Checklist of issues to be addressed when assessing
the role of IP in an advertising business
65
ANNEX A: Interviews, examples and case studies
71
ANNEX B: Questionnaire "IP in the Advertising Industry"
(used for the interviews)
94
ANNEX C: Major international advertising groups and companies
97
Managing Intellectual Property in the Advertising Industry 4
Bibliography
101
Internet Links
107
List of abbreviations
109
Endnotes
110
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