It’s an original… or is it??

 FOR IMMEDIATE RELEASE 
CONTACT:  Suzanne Huntzinger
Marketing Coordinator
Curtis Publishing
Phone:  317/633-2070
Fax: 317/633-8841
Email:shuntzinger@curtispublishing.com

Traditionally, when a company wanted to license a copyrighted art image to visually support their print media message, or as the basis for new product design, the art or illustration was used in its virginal form, the compositional integrity of the image untouched.  “That notion is quickly becoming a foreign concept as the graphic design community and marketing message weavers look for fresh, effective methods of visual conveyance,” says Audrey Hughey, Director of Advertising and Promotional Sales for Indianapolis based Curtis Publishing, exclusive worldwide licensor of famous Saturday Evening Post art by Norman Rockwell and hundreds of America’s finest 20^th century artists.  “Now, marketing executives and agency staff see the images in our archive as a canvas from which to paint their own signature campaigns,” adds Hughey.  

In the past year, Curtis Publishing has landed some big name licensees who have done just that.  Take the Four Freedoms for example.  These images, inspired by FDR’s famous 1941 State of the Union address in which he described the four basic premises of freedom that define the American spirit, were used by licensees such as MSNBC, The New York Times, and even the most recognizable organization in the world – The White House.  MSNBC ran a public service TV ad featuring the Four Freedoms, as the icon with audio from FDR’s famous 1941 State of the Union address as a voice over.  The New York Times did a series of public service print ads following 9-11 in which select Norman Rockwell/Saturday Evening Post illustrations were adapted to the “Make Sense of our Times” campaign.  “The Bozell Agency developed a very powerful, yet very sensitive visual message for their client, The New York Times, and worldwide readership,” Hughey noted, “adapting Rockwell’s Freedom From Fear image to incorporate the actual 9-11 Times front page.  The White House adapted Norman Rockwell’s Four Freedoms for use on a clever Presidential trivia quiz on their websites www.whitehouse.gov and www.whitehousekids.gov.  

The Freedoms were used in a branding campaign as well.  Comfort Foods developed brand recognition by using the Four Freedoms in a four pack of miniature coffee tins packaged in a stars and stripes box.  “This art continues to inspire Americans to cherish their freedom from fear, from want, to worship, to speak freely, and to fight for it as our families and friends have for generations,” observes, Joan SerVaas Durham, President of Curtis Publishing. 

“Our archive, whether conveyed via TV, internet, newsprint or direct mail continues to display America’s independence, community spirit, and relationship values,” says Hughey.  At a time when people are yearning for simpler times, licensees seek to promote their message by using art that visually conveys strong emotional content and a sense of values all in one picture. “The Post archive allows us to select from a broad range of Rockwell’s emotion-invoking cover illustrations.  We can always find an illustration in the archive that communicates just what we want to say,” says Hank Zachry, President, Zachry and Associates.  

With an archive of over 4,000 “ready-made story palettes” by hundreds of 20^th century iconic artists, creative options abound for our 21^st century graphic artists.  “The illustrations offer possibilities that photographs cannot,” says Jeanne Kelsay, Vice President of Licensing for Curtis Publishing.  Consumers associate photographs with an event.  Illustration depicts thought and emotion while engaging the viewer’s imagination.  “Licensees have become laser targeted in their adaptations,” explains Hughey, “for instance, local Triple A baseball club, the Indianapolis Indians, chose a baseball illustration from the Post, replaced the background with their own stadium, Victory Field, added the Indianapolis nightscape, a Pepsi can to plug their sponsor, and modified team paraphernalia with their logo and colors.”  Bill Fulton, Assistant General Manager Marketing for the Indianapolis Indians, explained their motivation for using the image, “The artwork captures the link between father and son that has defined our game for generations.  The Post provides a glimpse into our past and reminds us of all that once was good…..and can be good again.” 

Despite the simpler times our archive depicts, the licensing industry demands a fast-paced, high-tech, real-time product and service on their schedule world.  Licensees are browsing the internet to choose the image with the “perfect” fit.  Creative directors want the ability to browse an entire art archive, download an image and begin mocking-up their project.  Curtis Publishing offers that kind of one stop shopping on www.curtispublishing.com.   

Creative Directors or art buyers around the world can browse Saturday Evening Post images on the website by decade, theme and artist, download low-resolution images and start designing their projects 24/7.  The website also allows the user to browse dozens of examples of finished campaigns and projects from licensees.  The samples show how the art can be cleverly adapted with or without masthead, in a new context, with or without callouts, with a company logo, and even using a new color palette.