Business of Entertainment

Anne Kennedy McGuire

Loeb & Loeb

Anne Kennedy McGuire is Partner at Loeb & Loeb LLP and focuses on motion picture, television, podcasts and digital media, as well as traditional and branded entertainment. She represents clients in a wide variety of areas, including evaluating, negotiating and drafting talent, development, production and licensing agreements, primarily for scripted and non-scripted programming, podcasts, as well as documentary films. She regularly negotiates domestic and international distribution agreements for significant television and documentary film projects as well as music programs and specials. Anne also assists entertainment companies and advertisers in negotiating sophisticated product and brand integration and placement agreements. She counsels a broad spectrum of clients in the television and film industries, including writers, directors, producers and production companies.

Anne also has significant experience in the areas of advertising and marketing law, particularly as it relates to new media platforms. She counsels advertisers and advertising agencies on the use of new technologies and emerging content production and distribution models, including social media, user-generated content and targeted behavioral advertising. She routinely advises clients on the development of their advertising and promotions strategies to leverage these developing media channels, as well as on related data security, privacy and IP commercialization issues. Additionally, Anne’s experience extends to software licensing and development, and information technology transactions. She also counsels advertisers and other entertainment and media clients on a variety of issues and transactions including sponsorship agreements, media and celebrity placement agreements, and other matters related to branded entertainment.