Opening by Mr. Magnus Ahlgren, Head of Legal and International Affairs Department of the Swedish PTO and Susie Harris, Plum Guide, U.K, Chair of the MARQUES Council.

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A very interesting tech-based topic, handling of copyright establishment and licensing, including the often cited micropayments.

Chair:
Claus Eckhartt, Bardehle Pagenberg Partnerschaft, Germany
Chair of the MARQUES Programming Team

Speakers:
Birgit Clark, Baker & McKenzie, U K
Matthieu Hug, CEO of Tilkal, France
Bennett Collin, CEO of Cognate, Inc, U S A

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Blockchain technology has enormous potential to benefit the IP eco-system. In this session, Miguel Ortega, Head of New Technologies at the EUIPO will review the plans of the European Agency for this technology and introduce us to the EUIPO's IP Register on Blockchain project. This project has the potential to provide really significant benefits in terms of data quality, real time updates and potential new services for users ...and it may be coming sooner than you think...

Chair:
Robert Guthrie, Osborne Clarke, U K
Chair of the MARQUES European Trade Mark Law and Practice Team

Speakers:
Miguel Ortega, Head of New Technologies Service in the Digital Transformation Department, EUIPO

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Software to identify counterfeits packaging, brands, online, traditional anti-counterfeiting.

Chair:
Claire Lehr, EIP, U K
Member of the MARQUES Programming Team

Speakers:
Michael Sweeney, Incopro, U K
Emma-Jane Tritton, Richemont, U K
Anja Franke, Grunecker Patent- und Rechtsanwälte PartG mbB, Germany
Member of the MARQUES Anti-Counterfeiting and Parallel Trade Team

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Join us for a look at the myths and rumours about the Madrid System, what corporate counsel really think, and why the use of the International Registration process is growing. Perspectives from senior IP counsel, private practice and WIPO.

Chair:
Jessica Le Gros, Baker McKenzie, U K
Chair of the MARQUES International Trade Mark Law and Practice Team

Speakers:
Ms Debbie Roenning, Director, Madrid Legal Division, Madrid Registry, Brands and Designs Sector, WIPO
David Grunbaum, BabyBjörn AB, Sweden
Vadim Niuniaev, Gazprom, Russia
Marcus Ateva, MarLaw AB, Sweden
Member of the MARQUES International Trade Mark Law and Practice Team

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This session will revolve around the concept of communicating a brand using music. Music can be an important tool to appeal to the subconscious and create an emotional connection with the message communicated. Through this connection you may compel the receiver to act or acknowledge the importance of the message conveyed. By using practical examples, the panellists will share insights to the relevance of music in branding as well as give a legal perspective on the challenges and opportunities that exist to use and restrict the use of protected music.

Chair:
Sara Söderling, Setterwalls Advokatbyrå Malmö AB, Sweden
Member of the MARQUES Copyright Team

Speakers:
Wendela Hårdemark, MAQS, Sweden
Oscar Höglund, Epidemic Sound, Sweden
Anders Ekström, Music in Brands, Sweden

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Technical functionality: in relation to the protection of trademarks, designs and copyright in various jurisdictions.

MARQUES Designs Team and MARQUES Copyright Team

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The increasing need for brands to pay attention to sustainability issues. We will consider the impact on brand value, how sustainability policies helps drive sales and consumer confidence etc. We may also look at greenwashing and the way in which sustainability policies can have the opposite effect on consumer confidence if the brand's intentions are not perceived to be genuine.

MARQUES Intellectual Asset Management Team

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For Corporate Members - by invitation only

Moderators:
Britta Schneider, Zino Davidoff SA, Switzerland
Member of the MARQUES Council and the Brands and Marketing Team
Claudia Pappas, Thyssenkrupp Intellectual Property GmbH, Germany
Member of the MARQUES Council and Programming Team

IP issues arising from the worldwide online distribution and dissemination by electronic means; how to protect the technical aspects of the game; are the innovators the licensors and distributors? Are all aspects protectable? Can international IP treaties adequately protect brand owners at a reasonable cost? Do all games need IP protection or is the shelf life limited? What about sentimental brands and their resurgence ("Pac Man")? Are new technologies emerging that assist in the protection of these "fast to market" gaming brands (eg ties into blockchain)? Can other brands learn from game brands who are operating largely in a technical world? Do "game" brands also benefit from "old-school" marketing? How do game brands make use of social media? Are there different branding and ip issues depending on the brand (eg Disney, Lego versus AE, +18 games) Does gaming face specific branding issues? Are game brands on the leading edge of the technological advances in IP?

Chair:
Louise Goodsell, Stobbs IP Limited, U K
Member of the MARQUES Cyberspace Team

Speakers:
Victoria Baxter, King, U K
Fortunat Wolf, FIFA, Switzerland

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