2017 Latin America Conference: Changing Landscape

Registration and Information Desk Open

Networking Coffee

Welcome from the Conference Co-Chairs

Diana Arredondo, Grupo Televisa, S.A.B. (Mexico)
Maria Cecilia Romoleroux, CorralRosales (Ecuador)

Opening Remarks

Etienne Sanz de Acedo, International Trademark Association (INTA) (United States)
Jorge Chávarro, Asociación Interamericana de la Propiedad Intelectual (ASIPI) (Colombia)
Juan Carlos Cuesta Quintero, Asociación Colombiana de Propiedad Intelectual (ACPI) (Colombia)

Keynote- How Advertising Campaigns Influenced the Colombian Peace Process

Francisco Samper, Founder and President, MullenLowe SSP3 and Regional Director, MullenLowe Latin America, is the agency trailblazer and standard bearer for Colombian creativity.  A publicist with almost 40 years of experience, he founded MullenLowe SSP3 (formerly Lowe-SSPM) in 1996 with Humberto Polar and Jose Miguel Sokoloff. Their agency quickly became the gold standard in both sales and quality, receiving more than 800 international awards, including a Cannes Titanium and a Black Pencil from D&AD.

Samper will elevate our thinking about the strategic role that brands and advertising play in the increasingly complex environment that is an everyday reality in Latin America.  He will also share with us the important work that MullenLowe SSP3 has done to help demobilize guerilla forces.

Starting in 2008, demobilization advertising campaigns created by MullenLowe SSP3 served to convince close to 18,000 guerrillas to demobilize. In order to achieve this, they utilized such creative and innovative advertising that the Colombian Defense Minister became one of the world’s most awarded public service advertisers.

Francisco Samper will tell the story of how they developed this campaign – their strategies, phases, key components, and the way they obtained these outstanding results.

Session I—Opportunity Knocking: Impact of IP and Innovation on Economic Growth in Latin America

Intellectual property is part of our everyday lives—from the products and services we use to how we buy them and how we hear about them, and everything in between. Listen as some of the top innovative companies and their counsel talk about what they are doing; the role of IP in their businesses today, tomorrow, and into the future; and what businesses need from their legal team and vice versa. Hear about the economic growth within Latin America and how IP plays a critical role in the continued growth and investment opportunities in the region.

Moderator/Speaker:
Diana Arredondo, Grupo Televisa, S.A.B. (Mexico)

Speakers:
Michael Azran, Sporloisirs S.A. (Maus Fréres Group)(Switzerland)
Carla Podestá, Grupo Nutresa (Colombia)
Brian Winterfeldt, Mayer Brown LLP (United States)

Networking Break

Session II—Entrepreneurs and IP: Working Together for Success

The world is changing very fast, and a lot of changes are driven by entrepreneurs that have taken the risk to bet on their big ideas. This has led to so many things—from smartphones that can answer your questions to ride share companies, to mobile apps that can meet the needs of consumers no matter how obscure an item or issue may be. However, getting from idea to launch often is a complicated journey.

Hear from a panel of entrepreneurs and IP specialists providing real-world examples and find out how they learned that neither is the enemy and the keys to success are flexibility, collaboration, and, sometimes, just a little luck.

Moderator/Speaker:
Maria Cecilia Romoleroux, CorralRosales (Ecuador)

Speakers:
Marcela García Caballero, Rappi (Colombia)
Daniel Quintero, Ministry of Information, Technology and Communications (MINTIC) (Colombia)
Santiago Peralta, Pacari Chocolate (Ecuador)
Martín Umaran, GLOBANT S.A. (Argentina)

Networking Lunch

Session III—Balancing IP Rights and Regulatory Restrictions

The regulatory landscape is becoming more complex, and the interplay between IP and regulation is a balancing act for brand teams. Learn from experts what are the current do’s and don’ts and what they see as the future of marketing for a variety of products and how regulation and IP overlap and intersect and, at times, may appear to be at odds. Hear them debate the issue of whether current regulatory regimes are too restrictive or are just about right. Listen to leading regulatory and IP experts as they talk about packaging design, claims, use of characters, and who ultimately should decide what a brand looks like and stands for.

Moderator/Speaker:
Urko Ochoa, Minino (Dominican Republic)

Speakers:
Sergio Barragan, PepsiCo, Inc. (Mexico)
Melissa Pérez de Patterson, Procter & Gamble (Panama)
Rodrigo Velasco Alessandri, Alessandri Abogados (Chile)

Session IV—Politics and IP: Navigating This Unlikely Pair

As the global economic and political landscape is changing, countries are rethinking priorities. This panel will discuss the role of IP in these political debates and in the future political landscape in Latin America—what people are talking about (e.g., MERCOSUR, PROSUR, the Pacific Alliance, TPP); the economic realities in key countries; what IP Offices see as their priorities; what brand owners are prioritizing; and how brand lawyers can navigate and take the lead during these tumultuous times.

Moderator:
Iris Quadrio, Marval, O’Farrell & Mairal (Argentina)

Speakers:
Luiz Henrique O. do Amaral, Dannemann Siemsen (Brazil)
Prof. Dr. Gustavo Juan Schötz, National Director of Copyright, Ministry of Justice and Human Rights (Argentina)

Networking Break

Session V—Corporate Social Responsibility and Sustainability

Corporate social responsibility (CSR) and sustainability are now embedded in the corporate business cycles of many companies, as consumers demand that their brands make a commitment to the environment, their people, and their communities.  Hear real-world examples of the importance of CSR and sustainability and how brand lawyers should be well versed in these matters and understand the interrelationship between social responsibility, sustainability, and their brands.

Introduction by:
Tatiana Carrillo, Lloreda Camacho & Co. (Colombia)

Speaker:
Carlos Enrique Cavelier, Alqueria, S.A. (Colombia)

Wrap-Up from Conference Co-Chairs

Diana Arredondo, Grupo Televisa, S.A.B. (Mexico)

Maria Cecilia Romoleroux, CorralRosales (Ecuador)

Networking Reception

Registration and Information Desk Open

Networking Coffee

Welcome Back by Conference Co-Chairs

Diana Arredondo, Grupo Televisa, S.A.B. (Mexico)
Maria Cecilia Romoleroux, CorralRosales (Ecuador)

Session VI— Brands and Advertising: It’s Not One Size Fits All

Join a panel of experts as they compare and contrast key market advertising rules. Find out what you may say and what you should not, and why you have to be vigilant in balancing regulatory restrictions, changing consumer norms, and competitor challenges when determining what should be included in advertising materials.

Moderator:
Tatiana Carrillo, Lloreda Camacho & Co. (Colombia)

Speaker:
Ronald Brohm, SNB REACT Netherlands (Netherlands)
Eusebio Peralta Martinez, Hard Rock International  (United States)
Vicente Carvajal, MARQAS Inc. (Colombia)

Keynote—Challenging the Status Quo

Keynote Speakers:

Adriana Suarez, Executive Director, Endeavor Colombia (Colombia)

Martín Umaran, Co-Founder and Chief of Staff, GLOBANT S.A. (Argentina)

Gain insights from Ms. Suarez as she describes the high impact entrepreneurship movement created by Endeavor, which sponsors successful entrepreneurs like Globant.  And hear Mr. Umaran share how Globant became one of Latin America’s fastest growing independent software product development companies. Come be inspired by our Day Two keynote speakers!

Session VII—How to Measure and Value Your Brand

From CEOs to advertisers to consumers, brands are talked about—what to buy, why to buy, and, also, what a brand means. At the end of the day, for businesses, their brands are their assets. Annual reports tout their importance, but putting a dollar figure next to a brand is a hard exercise for business and legal teams. Hear from leading experts about how best to analyze the value of your brand—from assessing tax liabilities, to valuation as part of a merger or acquisition, to valuations as part of court proceedings. Learn what brands mean in dollars, how consumers in Latin America value brands and to what extent the political and economic background in the region affect their performance.

Moderator:
Iris Quadrio, Marval, O’Farrell, & Mairal (Argentina)

Speakers:
Giovanna Marcela Márquez, Nielsen Latinoamérica (Colombia)
Luis Carlos Pombo, Pombo Consultores Asociados (Colombia)

Networking Break

Session VIII—Practical Tips for Managing IP Issues in the Caribbean

As businesses look to expand to the Caribbean, they are learning that it is not business as usual. Get tips and watch-outs on how to develop and implement a successful IP protection and enforcement strategy for key countries in the Caribbean in view of different regulatory regimes, and hear about the ongoing and expected changes in the local regulations.

Moderator:
Urko Ochoa, Minino (Dominican Republic)

Speakers:
Olive Ramchand, Fitzwilliam, Stone, Furness-Smith and Morgan (Trinidad and Tobago)
Rebecca Roby, Hard Rock International (United States)

Networking Lunch

Session IX—Social Media: When to Talk, When to Watch, and When to Walk Away

In today’s mobile world, consumers speak to each other on a global platform: stories go viral with the click of a button; data breaches happen too often for comfort, and cyber bullying and cybercrimes are on the rise. Learning how to handle criticism, be an advocate for your consumers, and respond appropriately is critical for businesses today. Hear a panel of experts discuss what to do, what not to do, what you can control, what you can’t, and why listening and respect are the keys to maintaining brand loyalty during a crisis.

Moderator:
Alvaro Jose Correa, Baker & McKenzie Colombia S.A. (Colombia)

Speakers:
Mauricio Ferro, Edelman Colombia (Colombia)
Alvaro Ramirez-Bonilla, B&R Latin America IP LLC (Colombia)
Carolina Rueda García (Colombia)

Session X—Data Protection, Data Privacy, and Duty of Care

All too often, consumers will receive a communication about an unfortunate data breach and be warned of the potential compromise of their personal information and vulnerability to identity theft. These breaches have a direct impact on brand reputation and equity. This session will help you understand the state of play for data protection laws in key countries in Latin America and what companies can do to protect themselves before, and even after, such an event occurs.

Moderator:
Diana Arredondo, Grupo Televisa, S.A.B. (Mexico)

Speakers:
Rosa M. Franco, International Association of Privacy Professionals (IAPP) (Mexico)
Gustavo Giay, Marval, O’Farrell & Mairal (Argentina)
Andrés Umaña, Microsoft Corporation (Colombia)

Networking Break

Session XI—Online Counterfeiting: How to Fight This Ever-Growing Trend

Online counterfeiting affects everyone—across geographies, across industries, it has no socioeconomic boundaries—and the fight against counterfeiting is one we need to win. Hear from leading experts about real-world problems and solutions and what best practices we all need to adopt. More important, learn how collaboration is the key to success against counterfeiters.

Moderator:
Esteban Rubio, Federación Nacional de Cafeteros de Colombia (Colombia)

Speakers:
Alessandro Farris, Luxottica Group SpA (Italy)
Elisabeth Kasznar Fekete, Kasznar Leonardos Intellectual Property (Brazil)
Jose Sariego, Bilzin Sumberg Baena Price & Axelrod LLP (United States)

Closing Remarks and Thank You

This conference qualifies for Continuing Legal Education (CLE) credits and Continuing Professional Development (CPD) points. For more information, please email [email protected].

Tuition Assistance

Tuition assistance may be available to eligible professionals on the basis of financial hardship. For more information and to apply, please request an application by sending an email to [email protected]. Proper documentation will be required.

INTA would like to thank the Project Team for its excellent work in planning and presenting this conference.

Co-Chairs
Diana Arredondo, Grupo Televisa, S.A.B. (Mexico)
Maria Cecilia Romoleroux, CorralRosales (Ecuador)

Project Team
Tatiana Carrillo, Lloreda Camacho & Co. (Colombia)
Alvaro Jose Correa Ordonez, Baker & McKenzie Colombia S.A. (Colombia)
Urko Ochoa, Minino (Dominican Republic)
Iris Quadrio, Marval, O’Farrell & Mairal (Argentina)
Esteban Rubio, Federación Nacional de Cafeteros de Colombia (Colombia)

INTA Staff Liaisons
Dionne Downs, International Trademark Association (United States)
Dolores Moro, International Trademark Association (United States)