2019 New York Conference: The Business of Brands

Registration and Information Desk Open

Networking Breakfast

Welcome and Opening Remarks
David Lossignol, Novartis Pharma AG (Switzerland)
2019 INTA President

Conference Co-Chairs:
Deborah Davis, Electronic Arts Inc. (United States)
Judy McCool, HBO (United States)

Session I—Understanding Key Business Issues

To remain nimble and effective, brand lawyers must not only be up to date with the law but also must be comfortable working with their business teams as they navigate new products/services and ways of marketing in a changing landscape.

This session will help brand lawyers focus more effectively on key issues that are relevant to their businesses and will help outside counsel learn how to effectively partner with in-house teams and the business overall and how to identify ways in which businesses can leverage their IP rights to their full advantage.

By studying real-life cases, attendees will leave the session knowing the questions to ask, the pitfalls to avoid, and the strategies to consider when connecting to a business in a timely and efficient manner.

Moderator:
James Whymark, Facebook (United Kingdom)

Speakers:
Crystal Eastman, Managing Director/Head of U.S. Integrated Marketing, BlackRock (United States)
Armando Martinez Benitez, Televisa (Mexico)
Maura Regan, President, International Licensing Industry Merchandisers’ Association (LIMA) (United States)

Session II—Effective Communication: Translating What Is Said into What Is Heard

The goal of any business is to achieve its objectives—whether it is enhancing sales, reducing the company’s carbon footprint, or providing platinum-level services, etc.

Each team, whether marketing, legal, operations, or finance—from entry level to the C-suite—have to communicate effectively to achieve the common business goals. And as simplistic as that sounds it is one of the toughest obstacles faced by legal teams. This session will provide practical tips to enable you to go from “Legal” to a welcome and effective teammate.

Topics to be addressed include:

• Best practice tips on communicating your advice—whether it’s a mark’s availability or value, or helping a business understand potential risks—both legal and reputational
• Tips to help ensure that your advice is not only clearly expressed but is also truly heard
• Leveraging technology for effective communication

Moderator:
Judy McCool, HBO (United States)

Speakers:
Rana Kardestuncer, Founder, January Communications (United States)
Cathy Lueders, MasterCard International Incorporated (United States)
Jeff Peters, Vice President, Licensing & Retail, HBO (United States)

Networking Break

Session III—The Numbers Game: Harnessing Data to Effectively Manage Resources and Budget

Building a budget, justifying research expenses, outside counsel expenses or your in-house resources is a constant struggle for brand teams—business and legal. It is especially difficult when we live in a world that would like to measure cost versus output much like a production line.
How do you use “big data” to provide full-service support from mark creation through launch and legal services from clearance and protection to advertising review, data privacy, and corporate social responsibility?

Hear some creative solutions that leverage data driven approaches to an age-old problem and walk away with valuable tips to help you build your budget and have the headcount you need!

Moderator:
Manish Joshi, JOSHI-IP.LAW (United Kingdom)

Speakers:
Prof. Barton Beebe, New York University (United States)
Deborah Davis, Electronic Arts Inc. (United States)
Prof. Jeanne Fromer, NYU School of Law (United States)

Capsule Keynote

Bess Freedman, Chief Executive Officer, Brown Harris Stevens (United States)

Bess Freedman, Brown Harris Stevens’ first Chief Executive Officer, is a strong leader, motivator and educator. Bess brings to her real estate career top professionalism, interpersonal skills and negotiating savvy that are well respected by her industry peers and agents alike. Join us as Bess shares the rich history and evolution of the Brown Harris Stevens brand and the importance of finding creative solutions to every situation.

Networking Lunch

Capsule Keynote

Nancy Jeffrey, Editorial Director, Edelman New York (United States)

A journalist with more than 20 years’ experience at two of the nation’s largest media outlets (The Wall Street Journal and Time Inc./PEOPLE), Nancy brings an expertise in emotionally connective, compelling storytelling for broad audiences. Since joining Edelman in 2015, Nancy has worked with a broad range of consumer, health care, and nonprofit clients to develop and create highly shareable, relevant, human, and thought leadership story angles and content across earned, owned, and social platforms.

Join us as Nancy shares her journey and insights!

Session IV—Brand Value: How Do You Measure a Feeling?

A brand is core to many businesses and considered by most to be their most important and valuable asset. But measuring its value confounds the most learned experts. This panel will discuss various ways to value brands—their pros, the cons, and the in-between.

The panel will consider such issues as:

• How to calculate the value and whether to value the entire portfolio or a single brand
• Internal valuation processes that can support budget requests including additions to a team’s headcount
• Creative ways to show value when a brand is new—how companies can show fame, and in turn, value, in an increasingly competitive online world

Moderator:
Gustavo Giay, Marval, O’Farrell & Mairal (Argentina)

Speakers:
Todd Grossman, CEO-Americas, Talkwalker Inc. (United States)
David Haigh, Brand Finance Plc (United Kingdom)

Session V—Tax Primer: Implications of IP Transactions

Understanding the complicated tax landscape is critical to developing a relevant business strategy. Brand teams need to understand the potential tax implications of their business strategy—what would it really cost to buy, sell, or license an IP asset? This session will explain double taxation treaties, transfer pricing, income tax withholding rates, and how to spot the key issues that need to be addressed early in any transaction. Learn about the key points in 30 minutes, so fasten your seat belts.

Moderator:
Gustavo Giay, Marval, O’Farrell & Mairal (Argentina)

Speakers:
Mark E. Berg, Feingold & Alpert, L.L.P. (United States)

Networking Break

Session VI—Responsible Advertising: Regulations, Duty of Care, and Other Obligations

Consumers are the heart and soul of any business. As such, consumer protection is the responsibility of brand owners, not just government agencies.

How does a business best serve its customers—what does every business and legal team need to understand about who they talk to, how to collect information, and what information they should and should not collect.

This panel will discuss legal requirements and practical tips to implement and enforce effective consumer protection and privacy routines in a changing world, including:

• the New California privacy act, compliance with the General Data Protection Regulation (GDPR), and analysis of proposed U.S. federal privacy legislation
• the impact on intellectual property
• right of publicity releases
• user data collected via social media regarding brand engagement and brand loyalty
• impact on IP enforcement on the Internet

Moderator:
Rodrigo Marre, Mackenna, Irarrázaval, Cuchacovich & Paz (Chile)

Speakers:
Lucia Canga Roza, European Data Protection Office (EDPO) (Belgium)
Linda A. Goldstein, BakerHostetler LLP (United States)
Heidi Wachs, Stroz Friedberg, an Aon company (United States)

Session VII—Managing Your Brand Through Change

Business change is inevitable—and it can have a major impact on your brand. Change can result from exploring new opportunities to expand your business, from restructuring a business, or as a result of technological changes. All these changes can impact the way consumers perceive your brand and your offerings.

Effectively managing your brand through change is key to your company’s success. This panel will address such questions as:

• Managing brands in the context of mergers and acquisitions
• Corporate rebranding as a result of acquisition, divestiture, or other change in business strategy

Hear from those who have successfully navigated through change and how they and their brand got to the other side.

Moderator:
Karen Butcher, Morgan, Lewis & Bockius LLP (United States)

Speakers:
Carolyn Blankenship, Thomson Reuters (United States)
Michael Fitzsimmons, Vice President – Brand, The We Company (United States)
Jennifer Leemann, Vice President, Internal Communications, Tapestry, Inc. (United States)
Regina Thomas, Verizon Media (United States)

Wrap-Up from Conference Co-Chairs

Pre-Annual Meeting Networking Reception

48 Lounge
1221 Avenue of the Americas, W 48th Street
New York, NY 10020
United States

Registration and Information Desk Open

Networking Breakfast

Welcome Back

Etienne Sanz de Acedo, International Trademark Association (INTA) (United States)

Conference Co-Chairs:
Deborah Davis, Electronic Arts Inc. (United States)
Judy McCool, HBO (United States)

Capsule Keynote

Autumn Adeigbo, Founder and CEO, Autumn Adeigbo (United States)

Autumn Adeigbo is an ethical fashion entrepreneur who started a colorful, women-focused, fashion brand with the vision of positively impacting the lives of women in Africa and the United States.

After attending Parsons, Autumn worked her way up from intern to associate working with some of the best A-List fashion stylists in the world. After being named “Fashion’s Next by Essence magazine, “One To Watch” by Marie Claire and “All Eyes On” by Uptown magazine, Autumn’s collection went on to be featured in over 50 publications.

She designs clothing for women who love to stand out from the crowd, who make educated purchases with compassion and embody sophistication of the heart. And she inspires women across the world with her “Women Supporting Women” initiatives.

Hear her story and how sustainability and giving back is the heart of her business!

Session VIII—Brands and CSR

Consumer choices are based in large part on the company selling the product or service— does the company have a social conscience? Does it live its values?

As corporate social responsibility (CSR) becomes a key purchasing driver, brand teams must address the issues surrounding what a company says and does. Hear business and legal brand teams as they discuss the dos and don’ts for CSR, what brands are doing, what brands should be doing, and how to talk to your consumers to effectively communicate who you are.

Moderator:
Ainslee Schreiber, The We Company (United States)

Speakers:
Autumn Adeigbo, Founder and CEO, Autumn Adeigbo (United States)
Deirdre Davis, American Express (United States)
Kristin Lia, Gap Inc. (New York)
Lacey Young, Community Lead, Rothy’s (United States)

Session IX—Brands in the Spotlight—The “Dilly Dilly” Example—Part 1

Twenty years ago, enforcement was done behind closed doors—cease and desist letters were sent, replies received, civil actions filed—all between the parties and their lawyers. But as social media became more common, suddenly private conversations went public—first an aberration, then social commentary—and now such public conversations are more of an everyday occurrence. How do you effectively enforce your brand rights while the world is watching?

Hear one company’s creative solution from both the business and legal perspectives as to how they came up with an online response and how business and legal teams worked together for an effective and memorable solution.

Moderator:
Jeremy Roe, Anheuser-Busch InBev Services, LLC (United States)

Speakers:
Miles Ritenour, Communications Manager, Anheuser-Busch InBev Services, LLC (United States)

Session IX—Brands in the Spotlight—Part 2

The discussion continues as different companies share their experiences in creative ways to enforce their rights where budgets are limited and the world is watching what they do. A panel of fast-growing innovative companies and their counsel will share what they see as the way forward to protect and enforce their rights while the world is watching—and to keep the line shining bright without getting burned!

Moderator:
Jeremy Roe, Anheuser-Busch InBev Services, LLC (United States)

Speakers:
Bryce Coughlin, Netflix, Inc. (United States)
Miles Ritenour, Communications Manager, Anheuser-Busch InBev Services, LLC (United States)
Andrea Anderson, Holland & Hart LLP (United States)

Networking Break

Featured Keynote

Stuart Weitzman

Renowned American fashion icon Stuart Weitzman is one of the most recognizable names in footwear and his award-winning shoes are worn by stylish women around the globe, including celebrities both on and off the red carpet. Hear how this successful entrepreneur developed his footwear business and how his vision and insights made him an icon in the fashion world.

This illuminating keynote speaker will inspire and inform attendees about the power of brands.

Introduction by Barbara Kolsun, Professor of Practice and Director of FAME Program at Cardozo Law School (United States)

Networking Lunch

Session X—Ethics in Business: What We Can Learn from the Movies

This session will explore a wide array of ethical issues that lawyers confront as a practical matter in everyday practice. Using clips from programs and movies as points of reference (e.g., hypotheticals) the issues addressed will include, among others:

• Conflicts of Interest
• Confidentiality
• Distribution of responsibility among lawyers and clients
• Communications
• Representing organizations
• The adversary process
• Supervision of lawyer and staff
• Reporting misconduct

Moderator:
Manish Joshi, JOSHI-IP.LAW (United Kingdom)

Speaker:
Larry J. Cohen, Cohen Law Firm (United States)

Capsule Keynote

Derek K. Rapp, President and CEO, JDRF (United States)

Derek is the President and CEO of one of the most influential and respected not-for-profit organizations in the world. For nearly 50 years, JDRF has been educating people and driving research to cure type 1 diabetes, a disease that can come on quickly and impact every minute of a person’s life—for the rest of their life.

JDRF has earned the trust of millions by working with a relentless focus on mission and a dedication to transparency. It has built a global T1D community that works as one to help each other and raise money for research driving to find a cure.

Don’t miss this chance to learn how the power of mission can define your brand and build a following.

Networking Break

Session XI—Technology Tools and Brands: The Lightning Round

Brand and legal teams work together as intellectual property rights are created, protected, and put in use. Brand owners struggle with tracking creation, ensuring supply chain security, verifying creators and creation dates, and identifying infringing and counterfeit products. Hear real-world examples as brand teams embrace technology and its uses, from verifying creation and authenticity to securing relationships (e.g., licensing), and much more.

This session will help teams understand what current technologies are out there—and what brand teams are using (or should be using) from the marketing and legal teams.

Moderator:
James Whymark, Facebook (United Kingdom)

Speakers:
Stacey Berg Keller, Citigroup Inc. (United States)
Yoav Keren, BrandShield (Israel)

Session XII—Engaging Consumers in the Fight Against Counterfeits

Counterfeiting is a growing problem that impacts businesses and consumers across the world. A recent INTA-BASCAP (Business Action to Stop Counterfeits) report confirms that illicit trade will continue to increase and forecasts that it will reach an estimated US $991 billion by 2022. Moreover, consumers are at risk of unintentionally buying inferior and sometimes dangerous products. Brand owners, governments, and law enforcement are all fighting against counterfeiters, but the most important fighter in the war against counterfeits is the consumer.

Listen in as we discuss the importance of engaging and educating consumers from elementary school through adulthood—and how together we can reshape our world to be a safer place for all consumers.

Moderator:
Judy McCool, HBO (United States)

Speakers:
Darci J. Bailey, Chapter 4 Corp. (New York)
Lorenzo Litta, Spheriens (Italy)

Closing Remarks and Thank You