Further production of ideas

An OpenAd idea is an unbranded, previously unpublished creative communications solution.

When an idea is licensed, OpenAd is not involved in any further production. It is entirely up to the Buyer to decide whether it is to be produced independently or in collaboration with the Creative.

However, both Buyers and Creatives must be aware of the following in relation to the licensing and further production of OpenAd ideas.

When a Buyer licenses an idea from OpenAd.net, they are licensing only the concept - that is, the presentation and combination of the elements of the idea - rather than the elements themselves. Those elements (photography, music, illustrations, layout, etc) must be licensed separately and are not covered by the licence fee paid by the Buyer to the Creative.

Here are two examples to illustrate this:

1. An author uses a photograph from the Corbis photostock library (which they are entitled to do free of charge under OpenAd.net's agreement with Corbis) as part of a print ad idea, and a buyer decides to license and produce that idea. The buyer must purchase that photograph from Corbis before any further production using that photograph can take place.

2. An author owns the copyright to a piece of music used in a radio ad idea (i.e. he composed it himself, or purchased it) that is licensed by a buyer. The licence fee paid by the buyer does not include any further licence fee for that piece of music; this must be negotiated separately. As buyers and creatives are aware, music copyright is a particularly complex area of law. No music that is not fully owned by an author may form part of any idea submitted to OpenAd.net. Authors may, of course, suggest a piece of music to accompany their idea, but they may not upload the music itself. If the buyer decides to follow the author's suggestion, they will have to license the music in question separately.