Global Rights: The Strategic Center of Creative Control

By James Levy, SVP, Global Customer Success

In today’s dynamic advertising landscape, creative content isn’t just being produced—it’s being repurposed, adapted, and distributed at unprecedented speed. Amidst all this movement, one thing must remain constant: control.

At XR, we see Global Rights Management not as a back-office task, but as the beating heart of a connected creative ecosystem. When done right, GRM is more than a compliance safeguard—it’s a strategic enabler. Positioned at the crossroads of production and distribution, rights management connects the dots between talent negotiations, asset creation, and omnichannel delivery.

Let’s be clear: the stakes are high. Brands and agencies lose millions each year due to usage rights violations and the cost of redoing work simply because rights weren’t visible or tracked. They lose credibility in the market with talent and partners who expect professionalism. And finally, production teams lose valuable time trying to answer basic questions: Can I use this asset? Where? For how long?

XR solves that. We bring together rights data—talent, music, media type, term, and territory—and integrate it directly into the creative supply chain. Rights data is captured at the point of production and stays linked to every asset variation throughout its lifecycle, inclusive of time-sensitive offers or promotions. This capability enables brand managers to see at a glance what can be reused, what needs to be renegotiated, and where there may be risk—all without leaving XR.

The impact? Fewer mistakes. Faster deployment. Real-time collaboration between advertisers, creative agencies, production teams, business affairs, and media teams. And most importantly, no

more content running out of compliance due to a lack of clarity or visibility buried in a contract. Everything is transparent and accessible within XR to ensure compliance.

This is the power of a connected ecosystem. It’s not just about technology—it’s about unlocking new ways of working. When rights data flows freely between production, asset management, and distribution, everyone—from legal to creative to media—works smarter. That means faster turnarounds, better ROI, and greater creative freedom.

At XR, we’re proud to help global brands turn rights management into a source of agility, not friction. It’s not just about staying compliant—it’s about staying competitive.