Advertising Transactions and Agreements


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.