At MAD//Fest London, XR’s James Levy and Haleon’s Purbasha Mishra, took to the Creativity stage to share how Haleon turned a tangled, manual Rights Management process for their global advertising into a streamlined, scalable system that empowers creativity instead of blocking it.

Rights management is the critical (but often overlooked) process of tracking and controlling how creative assets — from talent and music to copy, claims, and usage windows — can be used across channels, markets, and timeframes. In global advertising, poor rights management can mean campaign delays, compliance risks, and wasted investment.

Like many global brands, Haleon faced challenges that slowed down their advertising:

• Rights scattered across spreadsheets and teams.

• Processes weighed down by silos and manual work.

• Uncertainty around what they owned and what they could use.
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By partnering with XR and Publicis, Haleon transformed the way they work by:

• Gaining clarity and control over their entire global asset library.

• Streamlining compliance, reducing risks, and breaking down silos.

• Freeing their teams to focus on what they do best: creating bold, impactful content.
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Watch the full session to learn more:

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If you are grappling with similar challenges, XR’s Rights Management solution could help you unlock clarity, control, and creative freedom.