Corbis Rebrands Rights Division, Unveils Talent Service
ADOTAS – The Rights Services division of Corbis Corp., Bill Gates’ image-licensing company, is rebranding itself as GreenLight to clarify its role. GreenLight also announced that it is unveiling a new service – Talent Negotiation – to help advertising agencies secure celebs for campaigns and promos.
“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,” said Gary Shenk, CEO of Corbis Holdings. “The GreenLight brand will accelerate our momentum in this market while continuing to complement our image licensing businesses.”
GreenLight does not sell images – it serves as a conduit between Hollywood and agencies that want to quickly sort through the bureaucratic thicket of licensing agreements, clearances and rights that go hand-in-hand with using both living and deceased talent, David Reeder, vice president of GreenLight, told ADOTAS. (GreenLight represents the name, image and likeness of late icons like Albert Einstein, The Wright Brothers and Steve McQueen).
“Clients overseas – especially in Japan, where celebrities appear in commercials all the time – still look at the whole process of who to contact and how as a mystery,” Reeder explained. “We’ve been in the image-licensing business for 15 years, but it’s become increasingly clear that there’s a need in the market for a one-stop rights and clearances shop for companies and agencies.”
The Talent Negotiation service doesn’t step on talent agencies toes, Reeder said. “We compliment what they do. Even the biggest agencies don’t have the same global reach that we have – if anything we help get their talent in international campaigns they wouldn’t otherwise be in.”
The company plans to hire a handful of people in the coming months to grow the division. GreenLight will operate under the Corbis umbrella and the management structure won’t change – the launch was part of Corbis’ strategic approach to create a network of brands that serve different customer segments.
GreenLight is headquartered in Los Angeles and, through the Corbis network, serves customers in more than 50 countries worldwide through 15 offices throughout North America, Europe, Asia and Australia.
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