In Who Owns The Design, Billboard Insider asked for comments on whether an Out of Home company should restrict the uses of the creative it generates. Today Out of Home Designer Greg Callaham responds:
The simple answer on who can use approved billboard designs in other forms of media comes down to this: who owns the copyright? I’m an independent contractor, so the answer to that question changes over the course of every design project. Until I am paid, I own the copyright. Once I receive payment, whoever paid me owns the copyright. Sometimes that’s an outdoor advertising company, sometimes that’s an advertiser. Whoever owns the copyright on the art in question makes the decision about how it’s used and whether or not more money changes hands before it’s used elsewhere.