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Agencies appointed for Content Creative UK education campaign

By | Published on Wednesday 15 July 2015

Copyright

Who’s up for some copyright education? Come on, it’ll be fun. Restricted acts, mechanical rights, collective management organisations, term extension, equitable remuneration, the distribution of royalty revenues to different stakeholders through a combination of CMO protocols and direct licensing, what’s not to like? I’ll be over enthusiastic and gesticulate a lot. What if I promise to mention the blockchain?

Anyway, were not here to promote CMU Insights’ excellent (if we say so ourselves) copyright training courses, though do click here and sign up for September. No, today it’s all about the government appointing creative, comms and media-buying agencies to educate the masses that copyright is great, the creative industries are well ace, and everyone should only ever access music and movies from legit royalty paying platforms. There’s going to be an “integrated consumer, corporate and social PR campaign” and everything. What could possibly go wrong? Nothing, that’s what.

This is all part of the Creative Content UK initiative launched by government, the content industries and the internet service provider biz almost exactly a year ago. You remember. It inspired the ‘one word quotes’ thing that’s become a running gag in the CMU Daily. That’s how important an event it was. A high profile copyright education campaign was promised alongside some commitments to finally start sending out some warning letters to suspected online pirates, as was promised in the 2010 Digital Economy Act.

And now, just one year later, some marketing agencies have been appointed to do the educating. We have Weber Shandwick in charge of the aforementioned “integrated consumer, corporate and social PR campaign”. Then there is Atomic London, which will be doing all the “advertising creative”. And the dudes at ZenithOptimedia are on board to manage media planning and buying. It’s all very exciting indeed. Though if this all ends up with another lame app-based game I will start killing people. I really will.

And now some quotes…

Creative Content UK Education Project Manager Janis Thomas: “Multimedia”.
Weber Shandwick Chairman Jon McLeod: “Delighted”.
Atomic London Managing Partner Jon Goulding: “Fence”.
ZenithOptimedia Client Partner Kevin Morton: “Delighted”.

We checked. Jon said “delighted” first. Come on Kev, try harder will you?



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