Notable points at INTA 2024
The International Trademark Association (INTA) 2024 Annual Meeting, set to take place in Atlanta, Georgia from May 18-22, promises to be a major event for professionals in the intellectual property (IP) and trademark fields.
The event is themed around “The Business of Innovation” and features a comprehensive educational program with over 100 speakers and moderators, including 40 brand representatives. The program is structured into two main tracks—IP and Innovation, and Business—each with several thematic journeys to help attendees tailor their experience to their interests and professional needs.
INTA 2024 hosts more than 350 table topics, 10 speed networking sessions, and over 15 business development excursions. Additionally, there are multiple receptions and a sports arena offering activities like soccer, volleyball, tennis, and mini-golf, culminating in a grand finale at the Mercedes-Benz Stadium.
Several sessions and workshops address global IP enforcement challenges, such as the lack of harmonized preliminary injunction procedures, the difficulty in obtaining adequate compensation for damages, and the complexities of enforcing IP rights in the context of AI and the metaverse. Specific workshops focus on anticounterfeiting strategies and enforcement issues in China, providing valuable insights and practical solutions.
Innovation Marketplace features 143 exhibitors from 35 jurisdictions, showcasing the latest services, innovations, and tools. This marketplace is a central hub for attendees to connect with vendors and explore new technologies and solutions in the IP field.
INTA is encouraging participants to reduce their carbon footprint through the Carbon Offset Program and is highlighting sustainable practices through the Green Swag Awards, which honor exhibitors offering eco-friendly promotional items. Throughout the event, there are various special sessions and interactive workshops designed to foster collaboration and knowledge sharing among IP professionals
With over 10,000 registrants expected, INTA 2024 offers a rich blend of educational content, networking opportunities, and practical insights, making it a must-attend event for anyone involved in trademarks and IP. For more details and to register, you can visit the official INTA website
INTA 2024 programs
Some notable programs during the event include:
- Career Development Day Workshop
- Anticounterfeiting Workshop
- Finance for Non-Finance Legal Professionals Certificate Program
- Leadership Lab: Training Session for 2024-2025 Committee Leadership
- In-House Practitioners Workshop and Luncheon: INTA’s Guide to the Galaxy of Tackling New In-house Emerging Issues
- Using the USPTO’s Federal Trademark Search System
- Leveraging Business Strategies for Startup Success
- Navigating Conversations with the C-Suite: The Role of IP Counsel as Strategic Advisors
- Develop the Leadership Skills You Need to Advance Your Career
- Professor vs. Practitioner Debate
- INTA Political Action Committee (PAC) Reception
- Digital Transformation and the Role of IPOs: An Update from the African Intellectual Property Organization (OAPI)
- Domain Enforcement: New Practice Tools for New Challenges
- Trade Secret Management in the Advent of Generative AI
- Level Up: Elevating Brands Through IP Reporting
- Annual Review of U.S. Federal Case Law and TTAB Developments
INTA 2024: Video Game Industry Sees Brand Expansion and IP Challenges
At the INTA 2024 Annual Meeting session titled “Level Up Your Brand: Harnessing the Power of Video Games for Interactive Marketing and Consumer Engagement,” the discussion centered on the burgeoning trend of brands extending their reach into the video game market. This move reflects the industry’s rapid growth and raises pertinent questions regarding intellectual property rights.
Panelists at the event anticipate ongoing expansion within the video game sector, with brands increasingly collaborating with game studios to capitalize on this growing market. Currently, the video game industry outpaces traditional entertainment sectors like film and music in terms of revenue and consumer demand.
Rozita Tolouey, head of business development and partnerships at Tencent Games (USA), highlighted the substantial revenue generated by the video game industry, surpassing $108 billion in 2023 and expected to reach $205 billion by 2026. She emphasized the importance for brands to establish a presence in video games due to the significant overlap with their target demographics.
Tolouey stressed the necessity for brands to seamlessly integrate into the gaming experience, ensuring relevance and authenticity to resonate with players. Holly Upgren, senior associate marketing manager at Polaris (USA), noted the vast audience of casual and active gamers worldwide, presenting an opportunity for brands to engage with a diverse demographic.
James Wu, game operations manager at Tencent Games (USA), emphasized the importance of organic integration between brands and games to foster meaningful player interaction beyond mere advertising. Alexandre Rudoni, an IP and litigation partner at A&O Shearman in Paris, highlighted the increasing attention on intellectual property and trademarks as brands expand into video games.
Rudoni underscored the need for clear collaboration agreements to address licensing and IP concerns, especially considering the global reach of video game releases and varying legal frameworks across jurisdictions. Looking ahead, panelists foresee continued industry growth driven by innovations such as artificial intelligence (AI) and personalized gaming experiences.
Tolouey discussed the potential of AI and emphasized the shift towards experiential play and personalization. Upgren highlighted Polaris’s interest in AI and the metaverse as emerging technologies shaping the future of gaming. Wu predicted a trend towards player-generated content, enabling users to create their own gaming experiences.
Rudoni cautioned that as the video game industry evolves, tighter regulations may emerge in response to its growing success, necessitating ongoing attention to legal compliance. Overall, the panelists agreed that the video game industry is poised for further expansion and innovation in the years to come.
INTA 2024: Embracing Sustainability as Essential for Brands and IP Lawyers
Dana Northcott, INTA’s president and vice president and associate general counsel for Amazon’s intellectual property team, emphasized the pivotal role of sustainability in shaping future brand value during the opening ceremony of INTA’s Annual Meeting in Atlanta. Northcott highlighted the diverse approaches brands have taken toward sustainability, stressing its increasing importance driven by evolving consumer demographics.
She noted that sustainability has evolved from being an optional add-on to a fundamental aspect of brand identity, with sustainability reporting now mandated in various jurisdictions. Northcott emphasized that sustainability practices not only enhance brand reputation but also foster consumer trust and drive brand value.
Addressing IP lawyers, Northcott underscored the relevance of sustainability beyond traditional IP concerns, emphasizing its potential to bolster brand value. She urged legal professionals to seize the opportunity to influence business practices positively and align with INTA’s strategic goal of advancing societal well-being through brands.
Northcott highlighted the growing concern about climate change and environmental issues, particularly among younger consumers, such as Gen Z. These consumers prioritize sustainability in their purchasing decisions, demonstrating a willingness to pay more for eco-friendly products and favoring brands that demonstrate authenticity and commitment to sustainability.
INTA’s commitment to sustainability was evident at the Annual Meeting, with initiatives such as carbon offset programs and efforts to promote sustainable merchandise. Urko Ochoa, Annual Meeting co-chair, emphasized the association’s dedication to sustainability through various activities, including encouraging exhibitors to provide environmentally friendly swag.
INTA CEO Etienne Sanz de Acedo highlighted the significant increase in attendance at the Annual Meeting, signaling continued engagement and growth within the industry. Amid global challenges, including geopolitical tensions and climate change impacts, Sanz de Acedo reiterated INTA’s commitment to promoting global harmonization of IP laws, combating counterfeiting, and enhancing enforcement measures.
Looking ahead, Sanz de Acedo emphasized the need for IP professionals to adapt to evolving technological and financial landscapes, emphasizing the importance of a holistic approach to intellectual property. He outlined INTA’s strategic priorities for the coming years, focusing on innovation, value addition, and member engagement.
In conclusion, INTA’s emphasis on sustainability reflects a broader recognition within the industry of its pivotal role in shaping brand identity and value. As brands and IP lawyers navigate the evolving landscape, embracing sustainability emerges as a strategic imperative for long-term success and societal impact.
INTA 2024: Intellectual Property’s Vital Role in Film and Television
At INTA’s 2024 Annual Meeting in Atlanta, panelists emphasized the indispensable role of intellectual property (IP) in driving the film and television industry forward. During the session titled “This Business of Film and Television: A C-Suite Perspective for 2024 and Beyond,” trademark attorneys and entertainment industry executives converged to discuss the critical intersection of IP and entertainment.
Carolyn Pitt, founder and CEO of Productions.com, underscored the dynamic nature of IP, noting its central importance in navigating the complexities of the entertainment landscape. Pitt emphasized the pivotal role of attorneys in safeguarding IP rights amidst the industry’s continual evolution, ensuring the integrity and ownership of creative content as it transforms and diversifies.
Kate Atwood, founder and CEO of LoCo+, emphasized the significance of creator-owned IP in fostering high-quality content and empowering independent filmmakers. Atwood highlighted the necessity for creators to retain control of their IP, enabling them to leverage their work effectively and achieve greater success.
Atlanta’s burgeoning film industry, fueled by generous tax incentives and a robust infrastructure, emerged as a focal point of discussion. Mark Swinton, senior vice president of scripted programming at Tyler Perry Studios, highlighted Atlanta’s appeal as a versatile filming location, offering diverse landscapes and ample resources for storytellers.
The panel also delved into the growing influence of artificial intelligence (AI) in the entertainment industry, particularly concerning the rise of digital replicas and synthetic performers. Traci V. Bransford, partner at Parker Poe, raised concerns about the implications of AI on traditional roles within the industry, including actors and production personnel.
Pitt acknowledged the dual impact of AI, recognizing its potential to streamline production processes while also posing challenges to industry professionals. She noted AI’s ability to enhance efficiency and cost-effectiveness in content creation, albeit at the expense of traditional roles and job security.
Swinton cautioned against complacency in the face of AI’s advancements, drawing parallels to the transformative impact of synthesizers in the music industry. He highlighted the potential for AI to disrupt traditional filmmaking practices, enabling unprecedented levels of automation and creative control.
Despite the uncertainties surrounding AI’s integration into the industry, Swinton emphasized the importance of preserving the integrity of creative expression and human talent. He underscored the need for continued dialogue and collaboration to navigate the evolving landscape of entertainment production.
In conclusion, the panelists affirmed the indispensable role of IP as the backbone of the film and television industry, advocating for proactive measures to uphold the rights and creative autonomy of content creators amidst technological advancements and evolving market dynamics.
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