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Academy, Distinctive Assets Reach Resolution Of Complaint Over Swag Bags

1:40 PM

The "Everyone Wins" Nominee Gift Bag Will Remain 
a Hollywood Favorite

The Academy of Motion Picture Arts and Sciences and niche marketing company Distinctive Assets have reached an amicable resolution of the trademark concerns raised by the Academy in a complaint filed on Feb. 16
As a result, Distinctive Assets' "Everyone Wins" Nominee Gift Bag, which has been awarded to select nominees for the past 17 years, will continue to be distributed to Hollywood's most acclaimed actors, directors and celebrated entertainers.
A Consent Judgment was executed which clarifies that Distinctive Assets and its gift bags have no relationship with the Academy or the Oscars ceremony. 
This resolution with the Academy further asserts Distinctive Assets' independence from the official Oscar ceremonies.  
Moving forward, Distinctive Assets will not use the Academy's trademarks in the names, tag lines, descriptions or hashtags associated with its gift bags but will continue to accurately state that its gift bags are given to Oscar nominees. 
Distinctive Assets will also include additional disclaimers in its materials to remind the press that there is to be no association between the Oscars or the Academy and Distinctive Assets' gift bags.
Distinctive Assets' founder, Lash Fary, was pleased that the Academy was willing to work out a speedy and amicable resolution. 
Fary said, "I am thrilled that the agreement reached with the Academy reflects the intention behind our legendary nominee gift bags, as everyone does in fact win as a result . . . especially future nominees."
As a savvy and experienced marketing expert who has also officially partnered with dozens of top award shows, Mr. Fary's concept behind the unique "Everyone Wins" gift bag was predicated on its autonomy from the Academy. 
Fary said, "My company's so-called 'swag bag' is no more officially sanctioned by the Academy than the gowns and jewels given to nominees to wear on the Oscar red carpet. It is simply one of dozens of promotions, parties and gift suites that happen throughout Los Angeles to celebrate Hollywood's biggest night."
This year's nominee gift bag contained a diverse array of more than 50 gifts from a broad range of product and service companies . . . from luxurious vacation packages and cutting-edge beauty treatments to best-in-class skincare products and basic necessities with a twist. 
With a record-setting value of over $200,000 per bag and an incredible publicity footprint that included hundreds of stories with over 100 million worldwide media impressions, the "Everyone Wins" Nominee Gift Bag demonstrates the incredible power and reach of celebrity marketing.         
Distinctive Assets is a niche marketing company offering celebrity placement, product introduction and branding opportunities within the entertainment industry. What began in 1999 as a private showroom servicing costume designers of top television shows has grown into a full-service entertainment marketing agency. Distinctive Assets spearheaded the proliferation of award show swag and boasts an impressive résumé of prestigious events that includes the GRAMMYs, Latin GRAMMYs, Tonys, American Music Awards, Kids' Choice Awards, BET Awards, CMA Awards and Academy of Country Music Awards. Distinctive Assets' services also include Celebrity Seeding, Corporate Gifting, Event Production, Public Relations, Product Development and Strategic Marketing. From Fortune 100 companies to start-ups, clients benefit from customized marketing solutions that leverage unparalleled experiences as well as access to top celebrities, premier events, influential media and strategic partners.

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