TOTAL LICENSING
Interview
Martin Cribbs, Director of Rights
Representation, Corbis
Corbis represents the rights to a What are your future plans for
number of celebrities and celebrity estate licensing?
estates from Laurel and Hardy, Steve Corbis’ focus is to look for best-
McQueen and Albert Einstein to Buzz in-class personalities; the people
Aldrin The Wright Bros, Andy Warhol on Corbis’ roster represent larger
and Mae West. Based in Seattle, Cor- ideals than who the people were as
bis serves more than 50 countries individuals.
worldwide and is privately owned by For example, Einstein stands for
its Chairman Bill Gates, who founded creative thinking of strict intellect.
the company in 1989. Steve McQueen represents a mas-
Total Licensing caught up with Martin culine ideal as both a man’s man and
Cribbs, Director of Rights Represen- a ladies’ man. The Wright brothers
tation at Corbis to see how he views represent pursuing an idealistic and
the celebrity and legend sector and nearly impossible dream - and seeing
the opportunities for growth within its success transform the world.
in London, Lahore, or Las Vegas,
the sector.
he achieves that objective. Also,
What are the benefits of licens-
Einstein’s greatest ideas came from
TL: What are the biggest trends ing from an estate rather than
creative thinking, a concept that ap-
you’re seeing now in Estate li- live celebrity?
peals to everyone. Finally, the most
censing? Deceased celebrities appeal to
groundbreaking and cutting edge
MC: The biggest trend we’re seeing fixed ideals whereas living celebri-
technology keeps looking back and
in estate licensing is branding. Tradi- ties are often moving, messy targets.
genuflecting to Einstein, proof that
tionally, licensing agents for estates For example, Gloria Swanson is
his enduring legacy continues to im-
have been reactive - sitting back and one of our exclusively represented
pact, influence, and better our lives
waiting for the phone to ring - and properties. She was, is, and always
daily.
have have licensed “one off” deals will be the world’s first movie su-
Wright Brothers: In today’s fame
such as t-shirts, novelties, etc. Corbis perstar.
obsessed world where everything
is at the forefront of the branding Her legend as a groundbreaking fem-
seems to be owned and controlled
trend by work- inist and her images of sophisticated
by massive corporate conglomer-
ing with estates glamour are fixed in place. Living
ates, the Wrights represent a simple
to refocus their celebrities get caught, literally, with
ideal: two modest brothers who
business strate- their pants down which is often less
followed a personal dream and
gies and become than a glamorous ideal. What wom-
revolutionized the world. The idea
brands. Our an, when dabbing perfume behind
of two guys pursuing a goal out of
focus is to shore her ears, wants to remember that
passion and perseverance - not fame
up, and in some her eponymous fragrance’s name
or money - is powerful and profound
cases create, a sake was just captured tipsy and in
and appeals to the independent and
portfolio of intel- torn pantyhose on the cover of a
principled individual.
lectual property sleazy tabloid?
Steve McQueen: A movie-star
rights (trade-
who was able to straddle the line
marks, copyrights, etc.) that can be Which of your estates do you
between raw masculinity and still
monetized. Secondly, we institute feel are the biggest right now
being a well dressed, smooth ladies’
a brand discipline that discourages and why?
man is almost unheard of today. The
things like “one off” t-shirt deals and Einstein, the Wright brothers, and
anti-metrosexual, McQueen loved
encourages things like a broader Steve McQueen are all huge right
making movies but never lost sight
vision for an entire apparel range now. Here’s why:
of his role as a father, a husband, or
which would have t-shirts but also Einstein: For a marketer, making a
where he came from - very humble
jeans, jackets, shoes, accessories, etc. “brand impression” is the #1 objec-
beginnings.
tive. Because Einstein is recognizable
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