Not-For-Profit Organisation Team of the Year: American Red Cross

While many WTR Industry Award winners are praised for their management of vast trademark portfolios, the American Red Cross is in a rather different position. Here a core group of 40 registrations is supplemented by several others relating to fundraising, public awareness campaigns and blood programmes. However, the oversight and enforcement challenges faced by the team are just as complicated as those for players with extensive international armouries. As Allison Leader, senior counsel, intellectual property and transactions, observes: “Our significance is not in the number of trademarks that we manage, but the importance of our stewardship and protection in the United States of the Red Cross Emblem.”

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