Managing and Branding in...
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Marketing and Branding in Recruitment
Robert Wegenek
Squire Patton Boggs (UK) LLP
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2squirepattonboggs.com
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
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3squirepattonboggs.com
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
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4squirepattonboggs.com
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…
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5squirepattonboggs.com
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
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6squirepattonboggs.com
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
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7squirepattonboggs.com
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
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8squirepattonboggs.com
CREATING ADVERTISING WITHOUT
PROBLEMS: POPULAR CULTURE AND
ADVERTISING STANDARDS
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9squirepattonboggs.com
ENGAGING CREATIVES AND AGENCIES
CONTRACT LAW
APPORTIONING RISK
APPROVAL PROCESSES
COST MANAGEMENT
OWNERSHIP OF COPYRIGHT
NON-COMPETE
KEY PERSONNEL
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10squirepattonboggs.com
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…
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11squirepattonboggs.com
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?”
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12squirepattonboggs.com
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
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13squirepattonboggs.com
Contact Info Slide
Robert Wegenek
Partner
Squire Patton Boggs
London
020 7655 1534
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14squirepattonboggs.com
Abu Dhabi
Beijing
Berlin
Birmingham
Böblingen
Bratislava
Brussels
Budapest
Cincinnati
Cleveland
Columbus
Dallas
Denver
Doha
Dubai
Frankfurt
Hong Kong
Houston
Kyiv
Leeds
London
Los Angeles
Madrid
Manchester
Miami
Moscow
Newark
New York
Northern Virginia
Palo Alto
Paris
Perth
Phoenix
Prague
Riyadh
San Francisco
Santo Domingo
Seoul
Shanghai
Singapore
Sydney
Tampa
Tokyo
Warsaw
Washington DC
West Palm Beach
Israel
Mexico
Panamá
Peru
Turkey
Venezuela
Global Coverage
Africa
Argentina
Brazil
Chile
Colombia
Cuba
India
Office locations
Regional desks and strategic alliances