IPR Daily Interview with INTA CEO: Etienne Sanz de Acedo

The annual event for global intellectual property professionals, the 146th Annual Meeting of the International Trademark Association (INTA), will be held in Atlanta, Georgia, USA from May 18th to 22nd, 2024. This is one of the largest events in the world of trademarks, and it is expected to bring together over 10,000 intellectual property professionals, business leaders, brand owners, government officials, and related professionals from 136 countries and regions in Atlanta.

The International Trademark Association (INTA), headquartered in New York, is an international organization composed of brand owners and professionals dedicated to protecting trademarks and related intellectual property rights, aiming to enhance consumer trust, promote economic development and innovation, and build a better society through branding.

To get a sneak peek at the splendor of the INTA 2024 Annual Meeting in Atlanta, IPR Daily has invited Etienne Sanz de Acedo, CEO of INTA, to showcase the wonderful events of the INTA 2024 Annual Meeting to Chinese friends.

IPR Daily: The INTA 2024 Annual meeting is just around the corner. How are the preparations coming along?

Etienne: Firstly, we have just surpassed 9,200 total attendees, which is strong number. We're expecting probably close to 10,000 in total. I think preparation is going really well and everything is well prepared. We're in the final stages of refining the details. 

IPR Daily: What unique aspects does this year’s conference have compared to last year?

Etienne: We are continuing to use a two tracks for our educational programming: one called IP and Innovation and the other is the Business Track, which is in its second year and has been very well received. There are some new endeavors we are preparing: we're incorporating more workshops, including case law sessions covering US, China, India, and Europe. Additionally, there will be a full day dedicated to China – May 20 - featuring a significant representation from the Chinese judiciary, which is crucial. We're also introducing a China Enforcement Workshop.

From a social networking standpoint, we have expanded our Innovation Marketplace, the exhibition area, with over 150 exhibitors. Discussions will heavily focus on AI, technology, and IP. We've also introduced the "Game On Sports Arena" within the exhibition floor, offering opportunities for the playing of sports and networking, including soccer, volleyball, tennis, and pickleball courts. This setup is designed to facilitate member networking, client exchanges, and the sharing of best practices.

On the creative side, there will be a photography exhibition where INTA member volunteers can present the work. Sales from the exhibit will go to support the INTA Foundation’s good work. 

Last, but not least, we are developing a very nice new kind of merchandising project around a very cool design of a 2024 Annual Metting logo. We will offer this merchandise in the most environmentally friendly way, by printing it onsite at the point of purchase.

IPR Daily: After the 20th Anniversary celebration of INTA’s China Representative Office last year, what new initiatives and plans are being implemented to strengthen INTA’s collaboration with local administration? How will these initiatives help Chinese members better engage in INTA activities?

Etienne: I was deeply honored to participate in the 20^th anniversary celebration of our China Representative Office. It is worth noting that our China Representative Office was the first non-U.S-based representative office opened by INTA. It was initially in Shanghai before relocating to Beijing. 

We maintain and value a strong rapport with the Chinese authorities and members. Notably, two of our Chinese members serve on the Board of Directors, and numerous volunteers hold leadership positions throughout INTA’s active committees and project teams. 

Regarding interactions with Chinese authorities, we engage extensively with CNIPA, CCPIT, the Chinese Trademark Association, and the courts. During my recent visit to China, I had the privilege of meeting with the Beijing Specialized IP Court, an experience that left a lasting impression. 

Additionally, our meeting with the Shanghai High People's Court was highly productive. We routinely engage with the IP section of the Supreme People's Court on an annual basis. The evolving legislative landscape in China has been positively received, and we are humbled to contribute to its development. Moreover, the increasing quality of court decisions is noteworthy. 

At this year’s Annual Meeting, we are honored to once again welcome a strong delegation from China, particularly for the dedicated “China Day” on May 20th. While these delegations participate in the China Day activities during the Annual Meeting, our Chinese members will also actively engage in all Association activities throughout the Meeting’s duration.

IPR Daily: How will these initiatives help Chinese members better engage in INTA’s activities?

Etienne: As I mentioned, there's China Day, which includes the Chinese Enforcement Workshop, a session aimed at providing those outside China with insights into China's evolving IP landscape. It is also a useful session for Chinese members, as these sessions offer valuable updates from their own officials and judiciary. 

However, the real value lies in the broader opportunities for Chinese members, including corporate entities and law firms, to engage in educational sessions, committee work, and support for their clients' global expansion. INTA prioritizes assisting Chinese corporations in going global by equipping them with a comprehensive understanding of IP ecosystems across various jurisdictions, emphasizing concepts such as proper branding, brand licensing, and IP valuation. 

Moreover, INTA acknowledges the significance of cultural differences, advising Chinese corporations to adapt their strategies when entering Western markets. The INTA Annual Meeting serves as a platform to facilitate such knowledge exchanges and support its members in navigating global markets effectively.

IPR Daily: May 20th at the INTA Annual Meeting in Atlanta is designated as “INTA China Day.” Why was this arrangement made? What message does INTA hope to convey to Chinese members and the industry through this initiative?

Etienne: Absolutely, our message is, I hope, crystal clear. China holds immense significance as a jurisdiction and market for foreign companies. Equally vital is INTA's commitment to supporting Chinese corporations in their global endeavors and pursuits. 

As a global association representing IP brand owners and professionals, INTA values China's active participation and contribution to the rich tapestry of the IP community. Everything from our dedicated China Day to our continuous efforts over the years to connect, support, and communicate, underline INTA's steadfast focus on integrating China into its fabric, ensuring that Chinese entities are well-supported and engaged within the Association's initiatives and opportunities. My 11-year tenure at INTA reflects this ongoing dedication to making China an integral and valued part of INTA's global vision and strategy.

IPR Daily: As the Chinese market plays an increasingly important role in the global intellectual property field, will INTA consider holding its annual meeting in mainland China? What are INTA's strategic plans for the future in China?

Etienne: Planning INTA's annual meetings involves meticulous, advance preparation, especially considering the significant number of attendees involved. The pattern of hosting the annual meeting outside North America every third year demonstrates INTA's commitment to global engagement, with a focus on rotating between Europe, Asia, and occasionally the Middle East. 

While the possibility of hosting an annual meeting in China is not ruled out, current plans are already set for the upcoming years due to the extensive planning required well in advance. Nevertheless, INTA remains open to exploring new venues and opportunities for future annual meetings, including potential ones in China, as part of its ongoing commitment to global outreach and inclusivity.

IPR Daily: The previous questions focused on the annual meeting. Now, could you please introduce any significant achievements of INTA in promoting intellectual property protection and development over the past year?

Etienne: We are proud of the breadth and depth of INTA's initiatives and activities in recent years, particularly in 2023. The passage of resolutions like the model design law and resolutions on intermediate reliability demonstrates INTA's commitment to shaping legal frameworks that protect both brand owners and consumers. The production of reports and studies, such as managing an IP portfolio during economic and world crises as well as making IP more understandable to the public, underscores INTA's efforts to educate and inform stakeholders about the importance of intellectual property.

Furthermore, the 2024 Presidential Task Force is focused on IP and sustainability, and highlights INTA's focus on addressing contemporary issues like environmental sustainability within the IP landscape. The engagement in policy dialogues, filing of amicus briefs, and organizing judges’ workshops all contribute to fostering better laws and practices that uphold the integrity of intellectual property rights.

Overall, INTA's multifaceted approach reflects its dedication to advancing the interests of its members while promoting balanced and effective IP policies globally.

IPR Daily: Are all these activities and the report you mentioned earlier only open to INTA members or to the public?

Etienne: It's crucial for INTA to maintain openness and inclusivity. We focus these energies on providing resources to our members that are both meaningful and accessible to our global community. Encouraging Chinese corporations to actively participate and become members of INTA enables them to have a voice in shaping the organization's agenda and initiatives. 

The use of AI-powered translation solutions like Wordly at the Annual Meeting demonstrates INTA's commitment to expanding outreach and facilitating communication across languages, making the event more accessible and inclusive to a global audience. This reflects INTA's ongoing efforts to embrace technology and innovation to better serve its diverse membership base and stakeholders worldwide.

In addition, there are resources dedicated to educating and informing stakeholders outside of the INTA membership. Our Public Information Committee produces Fact Sheets, our 2023 Presidential Task Force: Unlocking IP, will offer a toolkit for our colleagues in the media to use to better and more accurately cover IP issues in the mainstream press. INTA takes its responsibility as the global organization representing the IP community to the world, as well as the source of benchmarking, best practices, and future-facing thought leadership as comprehensively as possible. 

IPR Daily: Do you think the rapid development of artificial intelligence will affect the international intellectual property industry? What are some important trends in the future development of the intellectual property industry?

Etienne: Absolutely, there are several significant challenges and trends in the realm of intellectual property that deserve attention. International harmonization, combating counterfeiting and piracy, brand protection, and understanding the economic value of IP are crucial topics. Additionally, exploring shifts in consumer behavior and their implications for IP is essential.

Regarding technology, blockchain, metaverse, and AI, they have all had a significant impact, with AI showing the most sustained growth. Quantum computing is also emerging as a potential game-changer in the IP landscape. 

Moreover, the increasing importance of trade secrets highlights the evolving nature of IP law and the need for enhanced protection measures in this area. These trends collectively shape the future of intellectual property and require ongoing analysis and adaptation within the legal and business communities.

IPR Daily: Thank you for your time. Do you have anything to add to our interview today?

Etienne: You're welcome! It's been a pleasure discussing these important topics with you. Encouraging Chinese members to attend the Annual Meeting is crucial for fostering international collaboration and staying informed about the latest trends in intellectual property. The opportunity to gain vital insights in just five days is invaluable, not only in understanding current developments but also in anticipating future trends. Active participation from Chinese corporations enriches the work of the association and strengthens global IP governance.

I want to express gratitude for the support and engagement of Chinese officials and authorities, which is essential for maintaining productive relationships and promoting mutual understanding within the international IP community. Their involvement is highly valued and contributes significantly to the success of INTA's endeavors.

Source: IPR Daily

Reporter: IPR Daily - Camila