25 Years, Countless Moments: Creative License and the Art of Entertainment Evolution

Kevin McKiernan's passion for creativity and strategic thinking began long before he founded Creative License in 1999. Prior to running a company, he worked as an actor, an experience which taught him the importance of tenacity and innovative approaches to achieving goals. 

“If you want to work with, say, Robert De Niro, or Martin Scorsese, you need more than just an agent—you need a plan, inspiration and a relentless approach,” he tells me, “You're going to need to kick in some doors.” 

While his own acting career teetered on the edge of “popping”, Kevin watched his affinity for the industry morph and develop into an “excited, passionate, relentless sense of ‘what else can we do to get our clients what they want?'”

It was this mindset that laid the groundwork for Creative License, where advocacy, tenacity and strategic thinking became central to their evolving ethos.

Back in 1999, global entertainment licensing looked a lot different. After deciding to leave acting, Kevin took stock of where he could marshal the residual creative energy, he was sure could be used to explore alternative avenues in the business.

“I watched my commitment to acting transform into the advocacy surrounding what we do now at Creative License. I worked with Simon Sinek, tapping into my “WHY”. My goals morphed into becoming the best advocate in the world on behalf of our clients, relative to music supervision and celebrity talent and intellectual property. Manifesting their creative vision, getting "yeses" where others got "nos", and shifting the paradigm from it being a payday to an opportunity.”

When Kevin launched Creative License, the industry was just beginning to embrace the concept of integrating entertainment and advertising. This was pre-millennium, pre-social media, and many celebrities and musical artists were hesitant to participate in commercial ventures, viewing them as detrimental to their careers. Kevin’s approach was revolutionary: presenting these advertising platforms as beneficial for the artists, talent, and new audiences waiting to be captured. 

Early innovative usage of on-screen chyron’s drove music sales through the roof and artists were banging on the door for a similar experience. “We saw the industry shifting, and instead of picking up the phone and asking, “How much for this song or this celebrity?”, we presented something creative that our entertainment partners would see as an opportunity. We would just put it out there as a platform to be experienced by various demographics and watched the talent companies and music companies throw us ideas and lean into the notion, until they eventually asked us, “What do we have to do to make this happen?””

This innovative perspective quickly gained traction, establishing Creative License as a pioneer in the field. “We were providing a new service, finding creative solutions for the marketing work and then making sure there were inspired backups to those creative solutions. We created the kind of environment where clients were going to have inspired choices instead of being at the behest of a single music or talent idea.”  

In addition to delivering some of the most iconic advertising campaigns for their clients over the last 25 years, Kevin says he is most proud of Creative License’s impact on so many lives and careers who have contributed to the success. 

In the process of finessing this novel approach, Kevin got very good at attracting likeminded talent with similar passion and fit for “whatever it takes”. He highlights Aatish Patel, who now serves as president, as one of the team's top specialists. “Aatish is constantly looking for new ways to convert old school negotiations into win-win collaborations while always shining light on the rest of the team, elevating them.”

Catching up with Aatish on his experience at Creative License, I asked what impact working at the company has had on him. “The people who are successful working here always have a fearless "can do" attitude built into them. During our recent 25th anniversary celebration I heard former colleagues consistently describe how their personal ownership of Creative License's “no stone unturned” culture has gone to serve them so well in their personal and professional lives. It’s in their DNA. It’s a privilege to be a part of this very special culture and have an empowering mentor like Kevin.”

Kevin highlights the importance of having a robust, flexible team: “We operate like Navy SEALs, handling every aspect of the project by drawing on each person’s unique value add”. It’s the gestalt of Creative License that people really come back for. The whole experience, not any one person.

The company’s process involves thorough vetting of music, talent, and intellectual property to ensure seamless execution, and success is built on the ability to deliver creative and practical solutions. The team's meticulous process has proven effective in high-stakes situations, such as a last-minute Bill Murray signing for a Jeep Super Bowl commercial.

This particular campaign feels like a standout achievement in Creative License’s storied history due to the incredible deadlines and complex logistics of the spot. With the Super Bowl approaching the following weekend, the team faced the formidable task of securing Bill Murray – a celebrity renowned for his reluctance to engage in commercial work. The situation demanded approaching from a dozen unconventional directions. The cumulative impact was a “yes!”

“It might have seemed like luck to outsiders, but it was the result of our rigorous, tried and true process,” Kevin explains.

The result? Another #1 Super Bowl commercial. In fact, four of the past five years have seen Creative License at the helm of the talent and music elements of the #1 Super Bowl commercials. 2024 also marks the first time they had the privilege of working with four different clients who each played on the biggest advertising stage of the year. 

Another stellar example of the team's strategic acumen and commitment to excellence is Creative License's enduring partnership with Walmart. Over the past 15 years, they have a pivotal role in delivering the music, talent, and IP integrated in the innovative advertising Walmart’s creative agencies and leadership keep devising with culturally relevant content that resonates with diverse audiences.

The entertainment licensing industry has seen significant changes over the past 25 years, with today’s market offering more choices and equitable arrangements for clients than ever before. Kevin believes that the key to success now lies in amplifying these ideas with music, popular culture, and talent in ever evolving platforms. “Our role is to shine light on brilliant ideas and augment them with inspired backups,” he insists. 

Speaking with the CEO about the 25-year journey of Creative License reflects a commitment to creativity, fun, and strategic thinking. Kevin's leadership and his ability to mentor has inspired colleagues while delivering the impossible. As the company celebrates this milestone, it looks forward to continuing its legacy of excellence, joy, and “can-do” in the ever-changing landscape of entertainment and advertising.