Monday, June 22nd
Networking Break 9:15am - 10:00am EDT
Welcome and Opening Remarks 10:00am - 10:15am EDT
Welcome and Opening RemarksView Session
Ayala Deutsch, NBA Properties, Inc., 2020 INTA President (USA)
Signe Naeve, Starbucks Coffee Company (USA)
Pieter van den Bulck, Anheuser-Busch InBev S.A. (Belgium)
Capsule Keynote: Consumer Trust 10:15am - 10:35am EDT
Capsule Keynote: Consumer TrustView Session
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 be 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)
Session 1 - A Toolkit for Success: What Brand Lawyers Need to Know 10:35am - 11:35am EDT
A Toolkit for Success: What Brand Lawyers Need to KnowView Session
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—to 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 and social media legal issues that every trademark counsel should know
- Regulatory, collaboration, and design issues when operating in an online world
- Data privacy and General Data Protection Regulation (GDPR) dos and don’ts, including the role of the brand legal team in both avoidance protocols and addressing breaches in real time
- And more!
Megan Bannigan, Debevoise & Plimpton LLP (USA)
Austin Phillips, Facebook, Inc. (USA)
Lindsay Donn Mann, Calvin Klein, Inc. (USA)
Session 2 - Delivering Your Brand Message During a Social Revolution 11:35am - 12:20pm EDT
Delivering Your Brand Message During a Social RevolutionView Session
The changes in recent years are not limited to technological advances but also include 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 emphasis on solving a problem and not necessarily on 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 the social media world and how to address these issues effectively in real time. Legal teams will 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!
Kaydi Osowski, ViacomCBS (USA)
Jamie Joyce, Managing Director, Digital, Rubenstein (USA)
Rick McMurtry, Warner Media (USA)
Networking Break 12:20pm - 12:50pm EDT
Session 3 - Marketing Today: Just Because You Can, Should You? 12:50pm - 1:35pm EDT
Marketing Today: Just Because You Can, Should You?View Session
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 have 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 influencers with the least impact to your brand. Walk away with the questions you need to ask, the due 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)
Swaim Hutson, The Academy New York (USA)
Erik Lavoie, Partner at VICE Media LLC and Chief Growth Officer at VIRTUE Worldwide (USA)
Sarah Lippman, VICE Media LLC (USA)
Session 4 - Maintaining Brand Loyalty and Achieving Business Goals in Volatile Times 1:35pm - 2:40pm EDT
Maintaining Brand Loyalty and Achieving Business Goals in Volatile TimesView Session
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 what consumers want.
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 to make sure the brand and its messaging remain on course.
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)
Wrap-Up from Conference Chairs2:40pm - 2:45pm EDT
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