You need to ask an IP laywer to get a qualified answer...but I can tell you that we aquired a background image set on our own that was pushed by our parent company for CI reasons.
It's probably more like a case by case question than a generally correct answer. I could imagine that when you do a flyer and the foreign entity does only a translation of that, that it could be considered as the same flyer. But it you do A with a picture and they do B with the same picture, it may well be that the license needs to be acquired twice. But like said before ask an IP laywer.
Regards, Abambo Hard- and Software Engineer and Photographer.