World Trademark Review


“We try to pick our battles carefully”: exclusive interview with AIG’s Shama Elliott

World Trademark Review speaks to Shama Elliott, IP manager at American International Group (AIG), who explains the value non-lawyers can add to trademark departments, sheds light on some of the key challenges facing insurance brands, and more.

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Authorities should distinguish between ads and trademarks: exclusive interview with PepsiCo’s Sergio Barragan

We speaks with Sergio Barragan of beverage giant PepsiCo to discover his approach to managing the company’s extensive Latin American brand portfolio.

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“If people ask me what I do, I say that I sell cereal”: perspectives on brand management at General Mills

In our latest interview providing exclusive insights from leading corporate trademark professionals, we speak with Joshua Burke, senior IP counsel at US consumer foods conglomerate General Mills.

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“E-commerce platforms make huge efforts to protect brands’ rights”: exclusive interview with Groupon’s Pablo Rodriguez

Pablo Amat Rodriguez talks to us about his IP work at e-commerce brand Groupon. He reveals how he meets the distinctive IP challenges the trademark department faces, working with law firms, and much more...

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“Successful strategy is rooted in looking forward”: Amazon on protecting the world’s most valuable brand

Exclusive insights from Dana Brown Northcott,’s associate general counsel, intellectual property.

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From rebranding efforts to ICANN advocacy work: inside Expedia Group’s IP function

Expedia Group has recently undergone a major rebrand. The group’s IP director explains how the team managed the change.

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“The right tools and people”: how Harley-Davidson ensures trademark success

How Harley-Davidson, winner of the WTR Industry Award for Europe, Middle East and Africa Team of the Year, takes a collaborative approach to brand protection.

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“Our small size may be a huge advantage”: how Lindt & Sprüngli AG approaches brand protection

Nicholas Studler, head of intellectual property at Lindt & Sprüngli AG, expands on his approach to internal relationship building and brand enforcement.

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“Ruthlessly prioritise”: trademark management tips from Facebook

Exclusive insights from Kat Johnston, director and associate general counsel, intellectual property, at Facebook

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“Be willing to let go of absolutes”: Microsoft’s Elena M Grimme on the management of marks

An exclusive interview with Elena M Grimme, In-House Counsel of the Year at this year’s WTR Industry Awards.

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“It is rare for Google to be the plaintiff in a trademark litigation”: exclusive interview with the tech giant’s director of trademarks

Annabelle DanielVarda, legal director, trademarks at Google, provides the inside track on the company’s brand protection efforts.

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“We try to take smart risks”: Sandoz International’s business-focused reproach to rights management

How Sandoz International, this year’s WTR Industry Awards Healthcare and Life Sciences Team of the Year, adapts its enforcement strategies to keep one step ahead of infringers.

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Tackling infringement in China: practical perspectives from New Balance

How New Balance, winner of the WTR Industry Awards’ Asia-Pacific Team of the Year, protects its brand in China.

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AI and big data will drive the future of trademark services but prosecution work applications are a long way off

Industry experts confident that demand for advanced data analytics will continue to rocket. However, in terms of substantive prosecution work, there is no expectation that such services will replace the work...

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Brand versus budget: Rotary International’s collaborative approach to trademark management revealed

Rotary International connects 1.2 million members from more than 35,000 clubs. While this creates policing and educational challenges, the network also represents a unique resource on which the team can draw.

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“We rely on a quilt of rights”: inside Starbucks’ trademark strategy

Insight into how the coffee chain giant manages and enforces its rights across the globe.

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“Rapid brand growth has led to a swell of demand for counterfeits”: how Superdry meets the challenge head on

Superdry’s senior IP counsel expands on the company’s approach to trademark enforcement and management.

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The trademark lesson that went global: Velcro Companies’ team head on the success of the ‘Don’t say Velcro’ video

Velcro Companies’ trademark team, fresh off a win at the WTR Industry Awards, reflect on the success of the ‘Don’t say Velcro’ video

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“All employees are brand ambassadors whenever they are out in the wild”: the Netflix approach to enforcement

Practical insights from the WTR Industry Awards’ Sports, Entertainment and Media Team of the Year.

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"I wouldn't change a thing": J Thomas McCarthy reflects on a career in trademarks

After his invaluable contribution to the global trademark community was recognised at the WTR Industry Awards, J Thomas McCarthy sat down with us to reflect on an illustrious career.

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“You do what you can to reduce risk”: exclusive interview with Rovio Entertainment’s Robert Hagelstam

Following a brief interlude for INTA’s Annual Meeting in Seattle, our series of articles providing insights into the work of leading corporate trademark professionals returns this week with insights from Robert Hagelstam...

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Honeywell chief IP counsel on the transforming trademark enforcement landscape in China

World Trademark Review catches up with Jerry Xia, deputy general counsel and chief IP counsel, Asia Pacific, for Honeywell. He shares his insights into how the Chinese brand protection landscape has developed in recent years, offers...

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Managing international media brands: exclusive interview with Jennifer Chung

World Trademark Review sits down with Jennifer Chung, who until recently was assistant general counsel at Time Inc. She tells us about the keys to smooth collaboration between legal and non-legal business departments, why she values curiosity above...

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Groundbreaking paper suggests neuroscience could transform trademark strategies – both inside and outside the courtroom

​​​​​​​A new research paper foresees a future in which brain scans transform the current understanding of trademarks. We speak with the author on how so-called "neuromarks" could be used as evidence in...

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Protecting the TARDIS: exclusive insight into BBC Worldwide’s brand protection strategies

​​​​​​​For the second in our series of exclusive interviews, Diane Hamer of BBC Worldwide expands on the company’s efforts to guard against genericide and the challenges managing a brand as beloved as Doctor Who.

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“The Stan Lee name is the most important asset” – exclusive interview with POW! Entertainment’s Relani Belous

In the first of a series of interviews with leading corporate trademark professionals, Relani Belous outlines the brand challenges she is tackling in her new role as general counsel of Stan Lee’s Pow! Entertainment...

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Issue 74