Chadbourne Represents Scarlett Mark in Multi-Media 'Green Awareness' Campaign in Collaboration with MTV and Ridley Scott Associates

Chadbourne Represents Scarlett Mark in Multi-Media 'Green Awareness' Campaign in Collaboration with MTV and Ridley Scott Associates

Deal Marks Landmark Advertising Effort to Merge Long-term Revenue, Shared IP and Agency Capital Investment

NEW YORK, July 23 /PRNewswire/ -- Chadbourne & Parke is representing creative agency The Scarlett Mark Ltd. in connection with an international multi-media campaign created in collaboration with MTV Networks International and Ridley Scott Associates to raise awareness of environmental and green issues. Scarlett Mark is a new London-based creative agency specializing in producing ownable products or content to help brands positively influence audience attitude and behavior.

The campaign, run out of MTV's New York office, features a character called "Cherry Girl," and is aimed at helping to raise awareness of green issues and encouraging young people to be environmentally friendly in fun and innovative ways. The project encompasses a short film, produced by RSA Films Ltd., broadcast over MTV's international network of channels, as well as a multi-platform "Cherry Girl" persona which interacts in real time with audiences through Twitter, Facebook, and a variety of websites.

Ben Brafman of Chadbourne's London office assisted Scarlett Mark in developing a contractual framework to address the complex intellectual property and licensing issues posed by the international campaign. "Chadbourne, as a Firm with a strong commitment to improving the environment, is proud to be associated with the 'Cherry Girl' project," he said.

Chadbourne has also helped Scarlett Mark in appointing Licensing Management International as the "Cherry Girl" licensing agent. LMI's clients include Pepsi and Mini Cooper. The latest deal is with Jamster which will be distributing "Cherry Girl" through ringtones, downloads, wallpaper and other media. The deal closed on July 23. LMI is also currently in negotiations with video games publishers.

"What makes the deal exciting is that it replaces the traditional agency model, in which the agency and its subcontracted content providers are paid for their creative work, with a model in which the agency acts as a hub to proactively originate ideas, strategy and ownable content for a brand," noted Brafman. "The IP, revenue and other rights in this campaign are then shared among the brand owner, agency and content creators."

In advertising, there has been much talk recently about long-term revenue streams, shared IP, agency investment and the associated risk and rewards, but the evidence of this being successfully implemented is relatively sparse. "In many ways this makes the MTV deal a pioneering experiment in putting this theory into practice," Brafman added.

"Cherry Girl" has already gained an international following, and inspired a range of environmentally aware actions amongst MTV's global youth audience. "Cherry Girl" can be found via her social networks, website and blogs and international sites hosted across Europe, Latin America, Asia and elsewhere.

www.iamcherrygirl.com
www.mtvcherrygirl.com
http://twitter.com/iamcherrygirlhttp://www.facebook.com/pages/Cherry-Girl/84227584496?ref=s

About Chadbourne & Parke LLP

Chadbourne & Parke LLP, an international law firm headquartered in New York City, provides a full range of legal services, including mergers and acquisitions, securities, project finance, private funds, corporate finance, energy, communications and technology, commercial and products liability litigation, securities litigation and regulatory enforcement, special investigations and litigation, intellectual property, antitrust, domestic and international tax, insurance and reinsurance, environmental, real estate, bankruptcy and financial restructuring, employment law and ERISA, trusts and estates and government contract matters. Major geographical areas of concentration include Central and Eastern Europe, Russia, the Middle East and Latin America. The Firm has offices in New York, Washington, DC, Los Angeles, Mexico City, London (an affiliated partnership), Moscow, St. Petersburg, Warsaw, Kyiv, Almaty, Dubai and Beijing. For additional information, visit www.chadbourne.com.

Source: Chadbourne & Parke LLP

CONTACT: Media, Andrew Blum, Media Relations Manager, +1-212-728-4519,
ablum@chadbourne.com

Web Site: http://www.chadbourne.com/

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