Usage rights management

Usage rights (UR) are a complex and significant spend area for many global brands. When hiring actors, songwriters, photographers, illustrators and other types of creative services a contract stating terms of licensing (usage rights) should be agreed up front. The Jacobs Douwe Egberts (JDE) business model required that all UR related to centrally developed tier one brand assets (Jacobs, Senseo, L’Or, Tassimo) be managed and paid centrally.

Prior to Hercules’ involvement, JDE had a complex series of relationships that were difficult to handle and provided little transparency with regard to renewals and extensions, which had the potential for airing penalties and reputational risk.

Hercules was engaged to collate all UR data and contracts from Agencies of Record (AoRs) and production partners globally, some 55 in total. Following analysis, UR information was imported into the dedicated UR management sections of Pulse, Hercules’ workflow solution.


Hercules are engaged in buyout negotiations and provides guidance on UR contractual compliance and coverage (media, markets and options). ‘Best-in-class’ contract template and guidelines are now in place and shared with AoR’s along with the new UR management process put in place.

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