Programs and Events
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Programs and Events
2020 New York Conference


 March 16, 2020

8:00 am–5:30 pm

Registration and Information Desk Open

8:00 am–9:00 am
Networking Breakfast

9:00 am–9:15 am

Welcome and Opening Remarks

2020 INTA President:
Ayala Deutsch, NBA Properties, Inc. (USA)

Conference Co-Chairs:
Signe Naeve, Starbucks Coffee Company (USA) 
Pieter van den Bulck, Anheuser-Busch InBev S.A. (Belgium)  

9:15 am–9:35 am

Capsule Keynote: Consumer Trust

Consumer trust is key to ensure a brand’s success. However, in recent years, consumer trust has been waning. Traditional means to reach consumers are less effective and consumers are demanding that their brands are trustworthy and socially conscious. Brands need to understand key drivers for consumer purchase decisions and brand and company loyalty. Hear an expert describe how to build consumer trust and the steps brands must take to ensure their relevance today and tomorrow.

Jennifer Cohan, President, Edelman New York (USA)

9:35 am–10:35 am

Session 1—The Fourth Industrial Revolution: How Legal Teams Are (Should Be) Changing

The fourth industrial revolution is the current environment in which we live. Disruptive technologies have had an enormous impact on how we communicate, consume, work, and interact—from smart phones, search engines, artificial intelligence (AI), and ride shares to self-driving cars and drone deliveries. Twenty years ago could we have contemplated an online world where we read our news, talk to our friends, and find obscure facts in real time on a phone? Would we ever expect an immediate response and action? 

The changes in technology have had a significant impact on the role and responsibilities of a brand legal team. Not only are brand teams practicing law at the speed of light, the technological changes have created new issues for teams to address on a daily basis. Get the inside view of trends and issues in the practice today and some insights for the practice tomorrow. This session will include discussion of a variety of issues, including:
  • Best practices in digitizing and automating a trademark practice, including clearance, brand use information, smart contracts, and online enforcement.
  • Online tools for day-to-day practice—what the legal team loves and what tools they wish would go away
  • Leveraging machine learning, AI, and blockchain technologies in your legal practice, including anticounterfeiting efforts
  • Impact of need for speed and balancing information overload—prioritizing and staying relevant when bombarded with information
Moderator and Speaker:
Juan Felipe Acosta, OlarteMoure (Colombia)

Julius Stobbs, Stobbs (United Kingdom)
Yo Takagi, World Intellectual Property Organization (WIPO) (Switzerland)
Pieter van den Bulck, Anheuser-Busch InBev S.A. (Belgium) 

10:35 am–11:35 am
Session 2—A Toolkit for Success: What Brand Lawyers Need to Know

Historically, there were distinct legal teams dealing with different issues facing brands—the trademark team dealing with what a company owns, the marketing legal team dealing with advertising issues, and the regulatory team addressing potential regulatory challenges, and more. As timelines shorten and legal issues blur and overlap, trademark legal teams are transforming to brand legal teams dealing with a myriad of issues, including advertising, copyright, regulatory, and messaging in a socially conscious world. 

What tools are needed to be an effective counsellor to business? Who delivers the message? How do you work with your creative teams and marketing teams so everyone understands his or her role and responsibilities? 

From real-world examples, learn how to face these issues head on—and work effectively across functions, internally and externally, and understand the key role the brand legal team must play in business today.

Topics to be addressed are:
  • Key advertising legal issues that every trademark counsel should know
  • Data privacy and General Data Protection Regulation (GDPR) do’s and don’ts, including the role of the brand legal team in both avoidance protocols and addressing breaches in real time
  • Addressing recent GDPR damages awards and some do’s and don’ts to avoid such a fate
  • Regulatory and design issues when operating in an online world
  • And more!
Moderator and Speaker:
Megan Bannigan, Debevoise & Plimpton LLP (USA)

Antonio Borrelli, Marc Jacobs International, LLC (USA)
Kerith Davies Knechtel, LLC (USA)
Austin Phillips, Facebook, Inc. (USA)

11:35 am–11:50 am

Networking Break

11:50 am–12:10 pm
Capsule Keynote: Understanding Business Today: Shareholder Value vs. Consumers and Communities

Traditionally, shareholder value was the driving force of corporate strategy, but recently there has been a seismic shift in focus. Many CEOs have identified their priorities as focusing on consumers, employees, and communities.

Is this new community speak a great sound bite or is it really how business is done today? Hear why focusing on people and the world at large is not just the right thing to do—it’s good business.

Melissa Froehlich Flood, Vice President, Social Impact & Public Affairs, Marriott International, Inc. (USA)

12:10 pm–12:55 pm

Session 3—Delivering Brand Message During a Social Revolution

The changes in recent years are not limited to technological advances but also changes in consumer norms and expectations. There is an enhanced focus on climate change and social responsibility. Many companies are now driven by a social mission—with the focus on solving a problem and not necessarily about selling products. Politics are no longer private dinner table discussions but happen across borders on social media with a cast of thousands.

We’ll hear from legal and public relations experts as they share the issues they see in a social media world and how to address them effectively in real time. Learn how to effectively address sensitive issues that impact brand reputation and value with marketing teams. Get tips and watch-outs that you can apply to your work today!

Moderator and Speaker:
Kaydi Osowski, ViacomCBS (USA)

Jamie Joyce, Managing Director, Digital, Rubenstein (USA)
Rick McMurtry, Warner Media (USA)

12:55 pm–1:20 pm 
Capsule Keynote: Building a Business in a Socially Conscious World 

Justin Mervis, Executive Vice President & General Counsel, KIND Snacks (USA)

1:20 pm–2:20 pm

Networking Lunch

2:20 pm–3:05 pm

Session 4—Marketing Today: Just Because You Can, Should You?

As technology has changed how we consume information, the way brands speak to their consumers has changed. Online influencers have been a trend that we have seen with many brands across different products and different demographics. As many brands jumped at the chance to reach consumers in a new way, unexpected issues have arisen.

Get a bird’s-eye view of the issues brand legal teams need to address when working with an influencer and find out how to break up with the least impact to your brand. Walk away with the questions you need to ask, the diligence you need to do, and the exit clause you wish you had in every talent agreement!

Pieter van den Bulck, Anheuser-Busch InBev S.A. (Belgium)

Erik Lavoie, Partner at VICE Media LLC and Chief Growth Officer at VIRTUE Worldwide(USA)
Sarah Lippman, VICE Media LL (USA)

3:05 pm–3:50 pm

Session 5—Brands and Politics: Staying Silent or Taking Sides

A volatile political landscape around the globe has changed the dialogue among families, peers, and friends, and between brands and their consumers. From divisiveness, to trade embargoes, boycotts, Brexit, and sit-ins, to diversity and inclusion, there are many issues being debated around the globe that impact brand dollars. Should brands stay silent or do consumers demand that their brand reflect their political views?

Can we maintain brand value in these volatile times? Hear from legal and business leaders as they collaborate and implement strategies that address political speech, corporate speak, protest and non-protest purchases, and the influence brands have on shaping public opinion. Learn the risks and rewards in today’s marketplace and what you need to do to be an effective counsellor.

Moderator and Speaker:
Signe Naeve, Starbucks Coffee Company (USA) 


Rick McMurtry, Warner Media (USA)

3:50 pm–4:10 pm
Networking Break

4:10 pm–5:10 pm
Session 6—Maintaining Brand Loyalty and Achieving Business Goals in Volatile Times

Consistency has been a mantra in trademark counsel advice to marketers: “Be consistent in how you present your mark”; “you are promising a consistent quality”; and “consumers rely on your consistency.” We could go on and on. But then technology changed the rules: we have dynamic use of marks online, consumers crave a surprise, and sometimes our history is inconsistent with consumers today.

How do brands keep up with change and appeal to today’s consumers while maintaining their loyal base? Can they or do they want to maintain their base?

Using a study of historical and current ads around the world, hear from marketing executives and legal professionals as they show how brand loyalty can journey with you in changing times and how to effectively partner with business teams to achieve business goals in the world today. 

Learn how to adjust your protection strategies in a cost effective way and be a thought leader within the business to help your business team navigate muddy waters, and make sure the brand and its messaging remain on course.

Moderator and Speaker:
Milan Milojevic, MSA IP (Serbia)

Daretia Austin, AT&T Services, Inc. (USA)
John Hodges, Managing Director, Infrastructure and Finance, BSR (USA)
Antonis Kocheilas, Global Head of Brand Strategy, Ogilvy (USA)

5:10 pm–5:25 pm

 Wrap-Up from Conference Co-Chairs

6:00 pm–8:00 pm

 Pre‒Annual Meeting Networking Reception


 March 17, 2020

8:00 am–5:00 pm 

Registration and Information Desk 

8:00 am–9:00 am

Networking Breakfast 

9:00 am–9:15 am

Welcome Back

INTA Chief Executive Officer: 
Etienne Sanz de Acedo, International Trademark Association (USA)

Conference Co-Chairs:
Signe Naeve, Starbucks Coffee Company (USA) 
Pieter van den Bulck, Anheuser-Busch InBev S.A. (Belgium)

9:15 am–9:40 am

Capsule Keynote: Growing Brand Value Through Sustainability

Corporate social responsibility does not end with donations to NGOs or engaging employees in volunteer activities. Instead, sustainability has to become a core way of doing business. In this session, you will learn about how companies and brands can transform themselves through a focus on sustainability across their value chain.

Venkatesh Kini, Co-Founder & COO, Ubuntoo (USA)

9:40 am–10:50 am

Session 7—Sponsorship and Partnerships: Brands and CSR Collaborations

Brand reputation is impacted by all actions (or inaction taken) by a company. How does a company balance its aim to be charitable while also being profitable? How do you create the right partnerships? How do you effectively vet your sponsors to align with brand messaging? And as social conditions and consumer opinion changes, how does the brand act nimbly and decisively to maintain its reputation?

Get practical tips and learn important watch-outs when building relationships that are intended to promote good but may have unintended and unfortunate consequences. Get tips for due diligence, key contract provisions, and maintaining control in what seems like chaos.

Moderator and Speaker:
Johanna Sistek, Oracle Corporation (USA)

Tanya Fickenscher, Major League Baseball Properties, Inc. (USA) 
Cathy Lueders, MasterCard International Incorporated (USA)
Anthony Marinos, Business Development Senior Manager, charity: water (USA)

10:50 am–11:05 am

Networking Break

11:05 am–12:05 pm

Session 8—Diversity and Inclusion: How to Live Your Values to the Benefit of Your People and Your Brand

Hear from law firms and company representatives about how they transformed their businesses to the benefit of their people, their reputation, and, dare we say it, their bottom line.

Hear about the importance of CSR activities for companies and law firms—a broad range of activities that includes pro bono legal services and investment in micro-entrepreneurs, to community clean-ups. 

Moderator and Speaker:
Sanjana Sharma, UL LLC (USA)

Peter Dernbach, Winkler Partners (Taiwan)
Michael Moore, Mattel, Inc. (USA)

12:05 pm–1:00 pm

Networking Break

1:00 pm–1:25 pm

Capsule Keynote: Investing in Our Future: UN Development Program

Gina Lucarelli, Team Leader of the United Nations Development Program (UNDP) Accelerator Labs Network Team (USA)

1:25 pm–2:25 pm

Session 9—Collaboration Is Key: Public and Private Sectors Working Together on Sustainability Efforts

This session will discuss the importance of government and private sector collaboration to protect workers, communities, and our planet.

A panel of key officials and brand owners will highlight the UNDP Accelerator Labs and what brand owners should be doing now.

Moderator and Speaker:
Heather J. McDonald, BakerHostetler (USA)

Ezgi Barcenas, Global VP, Sustainability, Anheuser-Busch InBev S.A. (USA)
Christina Pascual, Engagement and Partnerships Specialist at the United Nations Development Program (UNDP) (USA)

2:25 pm–2:40 pm

Networking Break

2:40 pm–3:30 pm

Session 10—CSR and Brand Value: The Economic Benefit of CSR Initiatives

Corporate social responsibility is not just a “nice to have” to make us better citizens, but a “must have” for our community and our planet. And, it is good business!

Studies have shown that CSR initiatives increase brand recognition, enhance brand image, and ultimately grow brand value.

Hear from leading experts using real-world examples that not only show how to measure the value of CSR initiatives, but also provide practical advice on how to make sustainability issues a part of strategic planning and marketing decisions.

Moderator and Speaker:
David Lossignol, Novartis Pharma AG (Switzerland)

Maria José Sánchez Ray, Federacion Nacional de Cafeteros de Colombia (Colombia)
Phil White, Co-founder & Chief Strategy Officer, Grounded World (USA)

3:30 pm–4:45 pm

Session 11—Enforcement in the Court of Public Opinion: Brand Strategies in Volatile Times

Brands do not exist in a vacuum—they live and die by consumer demand and consumer opinions. Today, as the whole world has become attached to their mobile devices and social media platforms, reputations (and trademark rights) can be quickly damaged by a misstep in internal marketing or communication, by rogue posts from “influencers,” or even by silence in the light of controversy or challenge.
This reality has an impact on brand rights and enforcement strategies. Consumer conversations cannot be ignored, and the brand lawyer is becoming more and more of a key player in framing the discussion to ensure the brand comes out of the battle, if not unscathed, as strong as possible.
Legal teams will discuss what they do to harness the myriad of information bombarding them every day—the tools they use and the teams they build—using real-world examples of how they enforce brand rights in the court of public opinion. Get practical tips to help maintain your brand loyalty, integrity, and goodwill, while at the same time keeping your trademark rights strong. 

Moderator and Speaker:
Megan Bannigan, Debevoise & Plimpton LLP (USA)

Steve Beale, Unilever P.L.C. (United Kingdom)
Cathy Lueders, MasterCard International Incorporated (USA)

4:45 pm–5:00 pm
Closing Remarks and Thank You