Marketing and Branding in Recruitment. Robert Wegenek Squire Patton Boggs (UK) LLP

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1 Marketing and Branding in Recruitment Robert Wegenek Squire Patton Boggs (UK) LLP

2 MARKETING AND BRANDING IN RECRUITMENT B2B and B2C Branding, taglines, slogans Above the line : advertising in traditional media Below the line : promotions, competitions, incentives Digital : search engine optimisation, paid for search, display ads, viral, apps Social media Events, sponsorships, endorsements 2

3 AREAS WE LL TOUCH ON TODAY: Outward facing part of your marketing and branding activities. Creating new brands / slogans Creating advertising without legal problems Engaging creatives and agencies Social media minimizing risk Celebrities But not.data 3

4 AREAS WE LL TOUCH ON TODAY: legal Creating new brands / slogans trade marks, domain names, passing off Creating advertising without legal problems copyright, trade marks, laws and regulations, advertising codes of practice, passing off, data protection Engaging creatives and agencies copyright, contract law, apportioning risk, approval processes, cost management Social media minimizing risk everything Celebrities everything 4

5 CREATING NEW BRANDS OR TAGLINES TRADE MARKS: A monopolistic right Separate trade mark registries in each country 45 classes for different goods and services (recruitment agencies class 35) LEGAL SEARCHES CONSIDER WHICH MARKETS PROTECT THROUGH REGISTRATION 5

6 CREATING ADVERTISING WITHOUT LEGAL PROBLEMS THREE KEY ISSUES : 1: ACQUISITION OF RIGHTS (COPYRIGHT); and 2: USING POPULAR CULTURE IN THE CREATIVE PROCESS; and 3: INDUSTRY CODES OF PRACTICE ADVERTISING STANDARDS AUTHORITY 6

7 ACQUISITION OF RIGHTS ACQUISITION OF RIGHTS : BUYOUTS / ASSIGNMENTS AND LICENCES - newly created material: agencies and freelancers - sourcing existing material music / Getty Images / internet etc. - user submitted content LICENCES SHOULD ADDRESS: - media - territory - duration - options for extended use - internet use - asset management systems 7

8 CREATING ADVERTISING WITHOUT PROBLEMS: POPULAR CULTURE AND ADVERTISING STANDARDS 8

9 ENGAGING CREATIVES AND AGENCIES CONTRACT LAW APPORTIONING RISK APPROVAL PROCESSES COST MANAGEMENT OWNERSHIP OF COPYRIGHT NON-COMPETE KEY PERSONNEL 9

10 TOP 10 MOST LIKELY PROBLEMS (PART 1) : NOT TAKING ADVICE ON TRADE MARKS We ll have to pull the brand relaunch. Apparently Apple registered it last year THE NECESSARY PERMISSIONS HAVEN T BEEN OBTAINED Not sorting this out in advance can be expensive We sourced it from the Internet USAGE OF COPYRIGHT MATERIAL OUTSIDE THE AGREED SCOPE Just because it s in your brochure doesn t mean you can use it on your website SOCIAL MEDIA Don t get too social. Remember which voice you should be using PUBLICATION OR RELEASE OF UNAUTHORISED MATERIAL You ve done what? I hadn t cleared it with my boss 10

11 TOP 10 MOST LIKELY PROBLEMS (PART 2) : PROBLEMS IN SUBSTANTIATING ADVERTISING CLAIMS I m certain we ve placed more candidates than that lot DON T UNDERESTIMATE THE CAPACITY FOR WINNERS TO COMPLAIN I thought that spending money was included USING POPULAR CULTURE But I thought that David Beckham / Banksy / Simon Cowell wouldn t mind OVERSPENDING The Agency is planning to enter it for an award at Cannes ANYTHING INVOLVING CELEBRITIES Do you think they ll mention us in the newspapers as well? 11

12 THE SQUIRE PATTON BOGGS BRAND MANAGEMENT PRACTICE Clients include leading global brands, media owners, global marketing services companies, sports rights owners and football clubs Top rated practice in Legal 500 United Kingdom Multinational campaign clearance: up to 40 territories via a single point of contact 360 degrees offering : brand clearances and registration, exploitation licensing and franchising, infringements and enforcement 12

13 Contact Info Slide Robert Wegenek Partner Squire Patton Boggs London

14 Global Coverage Abu Dhabi Beijing Berlin Manchester Miami Moscow Africa Argentina Brazil Israel Mexico Panamá Office locations Regional desks and strategic alliances Birmingham Newark Chile Peru Böblingen New York Colombia Turkey Bratislava Northern Virginia Cuba Venezuela Brussels Palo Alto India Budapest Paris Cincinnati Perth Cleveland Phoenix Columbus Prague Dallas Riyadh Denver San Francisco Doha Santo Domingo Dubai Seoul Frankfurt Shanghai Hong Kong Singapore Houston Sydney Kyiv Tampa Leeds Tokyo London Warsaw Los Angeles Washington DC Madrid West Palm Beach 14

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