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Advertising Transactions and Agreements

Overview

When brands and companies make their most significant marketing investments, they want advertising and media lawyers who successfully and regularly handle such. Recognizing that content is indeed king and brand protection is a priority, companies need transactional lawyers with substantial industry knowledge and experience in trademark and copyright law. Companies that understand the power of this combination turn to Crowell & Moring’s Advertising and Media team for mission-critical marketing endeavors. The stakes are too high to choose otherwise.

  • Agency deals and relationships. Brands need to protect themselves and take concrete steps to garner value from their investments when engaging with ad agencies. Our work focuses on ensuring transparency and crafting innovative compensation models, and includes assisting clients with the design of agency RFPs, review and assessment of agency bids, and primary negotiation of global agency agreements. We are familiar with the critical negotiation issues and provisions for these kinds of strategic agreements, including media transparency, conflict of interest management, incentive compensation, cross-border tax and accounting issues, co-sponsored content risks, fee reconciliation, IT/data security, brand safety, programmatic tools, and global structure sensitivities. 
  • Content and Technology Agreements. Our lawyers work closely with clients to structure and negotiate transactions at the nexus between content and technology, including digital content licensing, adtech agreements, digital distribution agreements, and deals for branded entertainment, mobile payments, targeted behavioral advertising, music and film production, and social media.
  • Sponsorships, Talent, and Promotions. We routinely negotiate and draft marketing, sponsorship, endorsement, and promotion agreements for advertisers and agencies with entertainment properties, broadcasters, publishers, athletes, models, celebrities, and professional sports leagues and teams.
  • Strategic Transactions. Working side-by-side with in-house counsel, marketing departments, procurement, IT, privacy, and finance teams, we advise on the full spectrum of business and legal challenges arising in strategic advertising and media deals such as media reseller and barter, co-branded products, and merchandise licensing agreements.
  • Advertising Production. We have assisted with all facets of commercial advertising production including location, talent, music licensing, and related agreements. We have also represented clients regarding their media and broadcast rights and with advertising technology, media placement, and publishing deals.

Contacts

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Insights

Firm News | 1 min read | 07.30.26

Crowell & Moring Earns National Recognition in Managing IP’s 2026 USA IP Stars Rankings

Chicago – July 30, 2026: Managing Intellectual Property has recognized nine Crowell & Moring attorneys and five practice areas in its 2026 IP Stars rankings for the United States, underscoring the depth, breadth, and technical strength of the firm’s global Intellectual Property practice, which includes more than 100 attorneys, patent agents and technical advisors. The guide “covers a variety of IP practice areas and more than 80 jurisdictions, making it the most comprehensive and widely respected IP practitioner guide in the legal profession.”  ...

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Representative Matters

  • For a variety of leading brands we have negotiated creative and media agency agreement engagements with agency holding companies, including Publicis, WPP, Interpublic Group, Dentsu, and Omnicom.
  • On behalf of leading financial services, telecommunications, retail, fashion, food, appliance, and technology brands, we help secure rights to produce and use digital content and talent through forward-thinking negotiation with sports and entertainment properties, unions, networks, and publishers.
  • Represented one of the world’s leading auto manufacturers to launch an innovative P2P car sharing platform.
  • Negotiated brand ambassador endorsement agreements for men’s apparel and culinary retail clients.
  • Counseled an appliance manufacturer on national promotion in connection with Grammy Awards, including negotiation of music artist endorsement deal and media placements.
  • Negotiated various adtech and media agreements for prominent political digital publishers.
  • Negotiated branded video game development and marketing agreement for a leading quick service restaurant.
  • Negotiated product placement and sponsorship agreements with video game developers for brands in a variety of industries.

Contacts

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Insights

Firm News | 1 min read | 07.30.26

Crowell & Moring Earns National Recognition in Managing IP’s 2026 USA IP Stars Rankings

Chicago – July 30, 2026: Managing Intellectual Property has recognized nine Crowell & Moring attorneys and five practice areas in its 2026 IP Stars rankings for the United States, underscoring the depth, breadth, and technical strength of the firm’s global Intellectual Property practice, which includes more than 100 attorneys, patent agents and technical advisors. The guide “covers a variety of IP practice areas and more than 80 jurisdictions, making it the most comprehensive and widely respected IP practitioner guide in the legal profession.”  ...

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Insights

Firm News | 1 min read | 07.30.26

Crowell & Moring Earns National Recognition in Managing IP’s 2026 USA IP Stars Rankings

Firm News | 2 min read | 06.10.26

Crowell Earns Top Rankings from Legal 500 United States 2026

Firm News | 2 min read | 11.05.25

Crowell & Moring Earns 58 Rankings in 2026 "Best Law Firms" Report

Speaking Engagement | 11.04.25

"Sponsorship Agreements in College & Professional Sports: Current Trends and Negotiation Tips for Sponsors," ANA Masters of Advertising Law Conference, Chicago, IL

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Professionals

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Insights

Firm News | 1 min read | 07.30.26

Crowell & Moring Earns National Recognition in Managing IP’s 2026 USA IP Stars Rankings

Chicago – July 30, 2026: Managing Intellectual Property has recognized nine Crowell & Moring attorneys and five practice areas in its 2026 IP Stars rankings for the United States, underscoring the depth, breadth, and technical strength of the firm’s global Intellectual Property practice, which includes more than 100 attorneys, patent agents and technical advisors. The guide “covers a variety of IP practice areas and more than 80 jurisdictions, making it the most comprehensive and widely respected IP practitioner guide in the legal profession.”  ...

View All Insights