Brian L. Heidelberger

Select examples of Brian’s current firm experience include:

• Represented JOAN Creative in connection with the review and negotiation of an employment agreement with renowned advertising executive Gerry Graf, helping navigate the key terms of a high-profile executive engagement in the advertising industry.
• Represented Feastables, Inc., a consumer products company founded by YouTube creator MrBeast, in connection with a Children’s Advertising Review Unit (CARU) inquiry concerning advertising, sweepstakes promotion, and privacy practices across websites operated by Feastables and its corporate family, addressing the interplay of consumer-facing marketing, promotional mechanics, and digital privacy considerations.
• Represented Jacuzzi Group in a successful challenge before BBB National Programs' National Advertising Division (NAD) involving comparative advertising, performance, and sustainability claims made by competitor Bullfrog International across social media, sales, and B2B channels, securing a favorable decision recommending that the challenged claims be discontinued or modified and reinforcing Jacuzzi Group’s position in a significant competitive advertising dispute.
• Represented YouTube creator MrBeast in connection with promotional matters relating to The Most Dangerous Games, a forthcoming thriller co-authored with bestselling author James Patterson, including the development of a consumer contest and related engagement campaign designed to build excitement and audience participation around the book's release.
• Represented MrBeast in connection with his high-visibility Super Bowl 60 collaboration with Salesforce, including the development and launch of “The Vault,” an interactive consumer engagement campaign built around a $1 million prize challenge and designed to generate audience participation at the intersection of entertainment, technology, and brand marketing.
• Represented Google DeepMind, a world-leading artificial intelligence research lab, in establishing a groundbreaking research partnership with A24, the acclaimed independent film and television studio.
• Represented PepsiCo in connection with its global AI marketing transformation initiative and review of agency and consultancy partners, including Publicis, culminating in the company's widely reported $1.7 billion global media, data, and technology engagement, and advised on the deployment of AI-enabled capabilities across PepsiCo's worldwide marketing organization.
• Represented Feastables in connection with its agreement to join Tony’s Open Chain, a leading industry initiative designed to advance supply chain transparency, responsible sourcing, and long-term sustainability in the global cocoa sector, advising on a significant commitment that places ethical and traceable cocoa practices at the center of a rapidly evolving consumer-products marketplace.
• Represented Motorola in connection with its strategic partnership with FIFA for the FIFA Club World Cup 2025, serving as official smartphone partner and leveraging the global tournament platform to deliver technology-driven fan experiences, integrated brand activations, and promotional initiatives reaching football audiences around the world.
• Represented Dove, a Unilever brand, in connection with its content partnership supporting DADS, the Apple TV+ documentary directed by Bryce Dallas Howard, helping structure a high-profile brand and entertainment collaboration that connected Dove’s purpose-driven messaging with a prominent original film and broad streaming audience.
• Represented Ferrero in connection with the development of an original branded content series for The Roku Channel as part of the Famous Amos “Famously You” brand platform, advising on a distinctive entertainment-led initiative designed to extend the brand’s voice beyond traditional advertising and engage audiences through premium streaming content.
• Represented a leading global consumer brand in connection with a multi-year stadium naming rights and sponsorship agreement with a Major League Soccer franchise for its newly developed stadium, negotiating the core branding, marketing, activation, and commercial rights underlying a marquee platform for long-term visibility and fan engagement.
• Represented Lowe's Companies, Inc. in connection with the negotiation of a portfolio of high-profile soccer sponsorships involving global football star Lionel Messi, his club Inter Miami CF, the 2024 Copa América, and Major League Soccer's Leagues Cup, advising on talent, team, tournament, marketing, and promotional rights across some of the sport’s most visible properties.
• Represented MrBeast in connection with #TeamWater, a groundbreaking creator-led fundraising campaign launched in partnership with Mark Rober that mobilized more than 3,000 creators across more than 80 countries to support global clean water initiatives, advising on a large-scale philanthropic and digital engagement effort that demonstrated the extraordinary reach of the creator economy.
• Represented William Morris Endeavor (WME) in connection with the negotiation of a talent agreement for renowned sportscaster and television personality Kay Adams relating to the launch of her flagship daily sports program, Up & Adams, on FanDuel TV, advising on the commercial and strategic terms supporting a major new sports-media property and the continued growth of a prominent on-air talent.
• Represented Motorola Mobility, a subsidiary of Lenovo, in connection with its jersey patch partnership with the Chicago Cubs, helping structure a highly visible Major League Baseball sponsorship that combined prominent in-game brand presence with broader marketing, fan-engagement, and promotional opportunities at one of the sport’s most iconic franchises.
• Represented Burrell Communications Group in connection with its sale to an investor consortium led by FVLCRUM Funds, advising on a significant strategic transaction involving one of the advertising industry’s pioneering multicultural agencies and supporting the negotiation of the deal that would position the business for its next phase of growth.