2017 Trademark Administrators & Practitioners (TMAP) Meeting

NEW this year! Bikes for Kids: A Team-Building and Charity Event

(Advance registration required)

The Bikes for Kids event is a great way for TMAP registrants to get to know one another before the official start of the meeting while giving back
to the city of New Orleans. During this event, teams of participants will have fun competing in initiatives to earn the tools necessary for
proper assembly of bikes. The assembled bikes will be donated to local nonprofit organizations that work with children and youth of
New Orleans. The end result will be life-changing for you and for the kids who receive the bikes.

Fee: $50
(Boxed lunch and refreshments are included. Fee is nonrefundable.)

Registration and Information Desk Open

Stop by to pick up your meeting badge and bag.

Welcome Reception

Join us as we welcome fellow meeting registrants and colleagues.
Laissez les bons temps rouler!

Dine-Around: Manger et Parler

A perfect opportunity to sample some of New Orleans’s world-famous food while enjoying the company of your TMAP Meeting
colleagues from around the world.

Participants will pay for their own cocktails and dinner with cash or a credit card.

The Dine-Around is a popular event, and tables fill up quickly, so please be sure to RSVP to the appropriate dinner captain as soon as possible to reserve your seat!

Find more information, the list of restaurants, and dinner captains here.

Registration and Information Desk Open

Breakfast and Exhibition Hall Open

Welcome Remarks and Overview for the Day

TMAP Meeting Co-chairs:
Karen Holme, Sunkist Growers, Inc. (United States)
Daniela Rojas, Hilborne Hawkin (United States)

Keynote Address

David Emond, Executive Director, Liberty’s Kitchen (United States)

New Orleans is a city of infinite possibility. At various times throughout our nation’s history it has been at the center of our cultural, artistic, and economic story. The birthplace of jazz. The setting of some of our best American literature. A major hub for shipping and trade. But New Orleans has also known more than its share of heartbreak and tragedy. We will explore the opportunities and challenges for New Orleans in the 21st century through the lens of the city’s most precious resource: its young people. Liberty’s Kitchen innovates by providing pathways for New Orleans youth to create and achieve their vision of success. By investing in them, we are helping build a community where each person, regardless of wealth, status, background, or belief system, is inspired and empowered to thrive. Their stories represent the complexity of our city—resilient, struggling, enterprising, neglected, and beautiful.

You can support Liberty’s Kitchen in many ways. Visit www.libertyskitchen.org to learn more or donate. You can also log back into the TMAP registration system and make a donation.

General Session 1: One-Man Brand—On Tooting Your Own Horn

Branding. It’s all around us, from the clothes we wear to the companies and firms for which we work. But what about your personal brand? Having one is no longer considered an ego-driven exercise as much as a unique way to look at yourself and make a difference in how the world views you as well. A good brand means good business—and that goes for your personal brand, too. This entertaining and interactive session will look at personal branding and how best to “toot your own horn.”

Speaker:
Rudy Gaines, Womble Carlyle Sandridge & Rice, LLP (United States)

Networking Break in the Exhibition Hall

Concurrent Session 1: Doing the Right Thing—Respecting Indigenous Rights

In this day and age, with the impact of social media platforms, what may seem as a minor issue can escalate quickly into a PR disaster. Consumers are more sensitive to key social issues, which can be shared around the world with the click of a button.

Words, motifs, and designs all form part of cultural expressions that have special significance and meaning to communities throughout the world. This session will explore the interconnection between brands and indigenous rights. Examples of brand owners’ working successfully with indigenous communities will also be presented, along with practical tips to consider when selecting brands.

Moderator:
Ken Hamilton, Spruson & Ferguson (Australia)

Speakers:
Sebastian Donoso, Bustamante & Bustamante (Ecuador)
Priscilla Gomes, Microsoft Corporation (United States)

Concurrent Session 2: Knockout Searches of the 21st Century—Are You Knocking It Out of the Park?

How do TMAs prepare to conduct and deliver a knockout search? Are we asking clients the right questions? What impact do new platforms (e.g., iTunes, video game platforms, social media accounts, etc.) have on your search? When do knockout searches go on to full searches? How do full searches change your opinion? Panelists will share insights and practical tips that TMAs should consider before, during, and after conducting a knockout search.

Moderator:
Rosa Jimenez, SeaWorld Parks & Entertainment Inc. (United States)

Speakers:
Alex Echery, O’Melveny & Myers (United States)
J. Robert LeBlanc, Haynes & Boone, LLP (United States)
Michelle Renne, Mars, Inc. (United States)

Lunch

Concurrent Session 3: Cuttin’ the Fat—The Big Easy Way to Filing in China

How does one navigate through the rigid filing structure of China? How does one win oppositions/invalidations without well-known status? Should one file nationally or through Madrid? How does one battle against the trademark squatters? Does one need a Chinese mark? Hear the experts share best practices for filing in China.

Moderator:
Anna Mae Koo, Vivien Chan IP (China)

Speakers:
Rebecca Crawford, Georgia Pacific (United States)
Anna Mae Koo, Vivien Chan IP (China)
Michel Terry, Alticor (United States)

Concurrent Session 4: Madrid—Is It Really the Big Easy, or Are There Gators in That Swamp?

Your client is ready to expand its business outside U.S. borders and you need to provide input on where and how to file. With almost 100 contracting parties, is filing a Madrid application the perfect solution to go international?

Speakers will discuss all the need-to-knows of the Madrid system, providing tips on how to weigh the cost-efficiency benefits of filing a Madrid application, with its drawbacks. Speakers will also offer tricks on how to navigate the risks and the anomalies that exist in certain key territories.

Moderator:
Daniela Rojas, Hilborne Hawkin (United States)

Speakers:
Karen Cushman, Columbia Sportswear (United States)
Ken Hamilton, Spruson & Ferguson (Australia)
Eli Salis, Disain IP (Spain)

General Session 2: Will You Still #Like Me Tomorrow—Moving with the Tempo of Trending Social Media Issues

The evolution of social media has given rise to a host of burgeoning questions and opportunities for brand-owners. When is it OK to “retweet” or make an @ mention? Are emojis and hashtags protectable? What regulatory and publicity concerns should be flagged when it comes to endorsements, celebrity or otherwise? What can you do (or should you do) if negative press regarding your brand goes viral? Speakers from different industries will share best practices and practical advice from the field.

Moderator:
Purvi Patel Albers, Haynes and Boone (United States)

Speakers:
Christine M. Hernandez, The H.D. Lee Company and VF Intellectual Property (United States)
Rosa Jimenez, SeaWorld Parks & Entertainment Inc. (United States)
Leanne Stendell, TGI Friday’s (United States)
Gary Wengrofsky, Charter Communications (United States)

Networking Break in the Exhibition Hall

Table Topics

Take a break from the larger educational sessions and join a moderated discussion for groups of up to 10 people on a wide variety of timely and important issues. Depending on interest, these topics may or may not be offered. Please consult the final program for topics you can attend on-site.

Topics available:

• Balancing the Budget: Strategies for Maximizing Your Trademark Protection and Budget
• Best Practices for Collecting Specimen & Dates of First Use for Statements of Use in the US
• Best Practices for Developing a Brand Protection Program to Combat Counterfeiting and Gray Markets
• Best Practices for Managing a Domain Portfolio—Getting Rid of Deadwood and Bloat
• Best Practices for Managing Global Trademark Portfolios
• Brand/IP Enforcement and Online Marketplaces—How to Maneuver the Challenges
• Coexistence Agreements, Consent to Registration, and Risk of Confusion in the EU
• Creating Synergy with Foreign Counsel: Best Practices for a Beneficial & Long-Lasting Relationship
• Demand Letters and Diplomacy in the Social Media Age
• How to Effectively Protect Your Design Rights Using Design Patent, Trademark, & Copyright Protection
• How to Handle Trademark Disputes in China
• How to Run an IP Department Without an IP Attorney
• How to Work Effectively with In-House Clients While Managing the Company’s Trademark Portfolio
• Mastering the Art of INTA’s Online Resources—Tools and Techniques for Successful Trademark Research
• Protection and Enforcement of Trademarks in the Era of Social Media—Tips, Tricks, and #Fails
• Registering Local-Language Versions of Trademarks
• Registration of Nontraditional Marks
• Super-Experienced TMAs: An Opportunity for TMAs with 11+ Years of Experience to Network
• The Value of Registering Your Trademarks with Customs—Where and How
• TMA Mentoring Program

Networking Reception

Registration and Information Desk Open

Breakfast and Exhibition Hall Open

Welcome Back and Overview for the Day

TMAP Meeting Co-chairs:
Karen Holme, Sunkist Growers, Inc. (United States)
Daniela Rojas, Hilborne Hawkin (United States)

General Session 3: The Elegance of Emotional Intelligence

IQ? Meh. These days it’s EQ that matters. How do you read a room? Find the right moment to break bad news to the boss? Deal with a distraught employee? Understanding your emotions and those of your colleagues can say a lot about how well you play and work with others. It allows you to apply your emotions to problem solving and thinking through challenges, and it can be a great asset when dealing with tough issues in a business setting. This session will provide real-world scenarios where you can check your EQ and learn to find ways to better understand how it works.

Speaker:
Rudy Gaines, Womble Carlyle Sandridge & Rice, LLP (United States)

Networking Break in the Exhibition Hall

Concurrent Session 5: Cooking with Gas—Your Recipe for Success in Effectively Managing a Trademark Portfolio

Finding the right recipe for efficient trademark management in your organization is complex, consisting of multiple ingredients that come together to create a distinctive dish. To highlight the differences in organizational strategy and the associated challenges, each panelist will showcase his/her recipe in an interactive demonstration of trademark management, including trademark team personas, communication methods, and decision-making strategies. The session aims to equip trademark professionals with the necessary “kitchen gadgets” to make smarter business and brand protection decisions and better define roles within an effective trademark team. Attendees can use this information to assess the way their teams are currently aligned, the tools they use, and the processes by which to “manage the kitchen.”

Moderator:
Jayne Durden, CPA Global (United States)

Speakers:
Denise Maistickle, Merck & Co., Inc. (United States)
Matt Owen, Caterpillar (United States)
Sarah Staff, Microsoft Corporation (United States)

Concurrent Session 6: Regional Updates: Regulations Around the World Are Moving to the Rhythm of New Times

Keep yourself and your colleagues up to date and your global portfolio secure! From New Orleans, a city that is a melting pot of cultures, we invite you to join us on a quick trip around the world as our panelists highlight the need-to-know changes and developments in key jurisdictions.

Moderator:
Marta Cerda, Trademark Administrator, Silva & Cia (Chile)

Speakers:
Marwan Haddad, Saba & Co. (Bahrain)
Anna Mae Koo, Vivien Chan IP (China)
Daniela Rojas, Hilborne Hawkin (United States)

Lunch

General Session 4: Career Development—Navigating the Twists and Turns for a More Fulfilling Career Life

Life takes many twists and turns, and so can your career over the years, whether it’s 10 to 40 (or more) years long. Come discover some out-of-the box ways to leverage your professional interests in order to have the fulfilling career you want as your life changes. Our diverse group of panelists, all trademark professionals (both non-lawyers and lawyers), have found creative ways to grow their professional experience in the trademark area and add amazing value to their organizations and clients. They’ve taken risks to do things in different ways and followed less traditional paths to have the life and career experiences they want. Come be inspired and dare to dream of where you can take your career next.

Moderator:
Michelle Renne, Marketing Properties, Mars, Inc. (United States)

Speakers:
Jim Cady, Hogan Lovells (United States)
Jayne Durden, CPA Global (United States)
Rhonda Hetman, Circle R Trademark Services Corp. (United States)
Karen Holme, Sunkist Growers, Inc. (United States)
Mark Kudlacik, CheckMark Network (United States)

Networking Break in the Exhibition Hall

Table Topics

Take a break from the larger educational sessions and join a moderated discussion for groups of up to 10 people on a wide variety of timely and important issues. Depending on interest, these topics may or may not be offered. Please consult the final program for topics you can attend on-site.

• Balancing the Budget: Strategies for Maximizing Your Trademark Protection and Budget
• Best Practices for Collecting Specimen & Dates of First Use for Statements of Use in the US
• Best Practices for Developing a Brand Protection Program to Combat Counterfeiting and Gray Markets
• Best Practices for Managing a Domain Portfolio—Getting Rid of Deadwood and Bloat
• Best Practices for Managing Global Trademark Portfolios
• Brand/IP Enforcement and Online Marketplaces—How to Maneuver the Challenges
• Coexistence Agreements, Consent to Registration, and Risk of Confusion in the EU
• Creating Synergy with Foreign Counsel: Best Practices for a Beneficial & Long-Lasting Relationship
• Demand Letters and Diplomacy in the Social Media Age
• How to Effectively Protect Your Design Rights Using Design Patent, Trademark, & Copyright Protection
• How to Handle Trademark Disputes in China
• How to Run an IP Department Without an IP Attorney
• How to Work Effectively with In-House Clients While
• Managing the Company’s Trademark Portfolio
  Mastering the Art of INTA’s Online Resources—Tools and Techniques for Successful Trademark Research
• Protection and Enforcement of Trademarks in the Era of Social Media—Tips, Tricks, and #Fails
• Registering Local-Language Versions of Trademarks
• Registration of Nontraditional Marks
• Super-Experienced TMAs: An Opportunity for TMAs with 11+ Years of Experience to Network
• The Value of Registering Your Trademarks with Customs—Where and How
• TMA Mentoring Program

Try Your Luck at the TMAP Meeting Raffle!

Prizes will be given away right before the closing session so don’t be late! Attendees will get a raffle ticket at registration and the winning ticket will be drawn at 4:00 pm. You must be present to collect your prize.

INTA would like to thank the following firms and companies for donating a prize for the raffle:

Arochi & Lidner
Columbia Sportswear Company
Hilborne Hawkin
Kilburn & Strode LLP
Vanrell IP

A New Orleans–Style Closing Keynote Address

Wendell Brunious, Jazz Trumpeter and Bandleader
Bill Taylor, Executive Director, Trombone Shorty Foundation

Wendell Brunious, a true living legend of New Orleans jazz, and Bill Taylor, Executive Director of the Trombone Shorty Foundation, will host a closing session celebrating the spirit of New Orleans.

Mr. Brunious and Mr. Taylor will have a conversation about the cultural and historical impact of the city’s music and the importance of maintaining and perpetuating it for future generations. Mr. Brunious will have his band with him, and they will accentuate the closing session’s conversation with some down-home, funky New Orleans tunes. Both a historical journey into the roots of real New Orleans music and a street party, the entertainment will offer guests an understanding and appreciation of one of our country’s most unique art forms—jazz.

You can support the Trombone Shorty Foundation in many ways. Visit www.tromboneshortyfoundation.org
to learn more or donate. You can also log back into the TMAP registration system and make a donation.