Argentina

Argentina’s IP practitioners are still acclimatising to legislative changes introduced in 2018, which took a year to be fully implemented. Most significantly, the streamlining of opposition and non-use proceedings – now heard by the National Institute of Industrial Property (INPI) – has enhanced the efficiency of these procedures, but has strained INPI resources in the process. In December 2019 a new government came into power, heralding more changes at INPI – a development that will doubtless require further adaptation. While the full implications remain to be seen, it is hoped that they may drive improvements in how counterfeit goods are tackled, among other things.

Firms

  • G Breuer
  • Marval O’Farrell Mairal
  • Baker McKenzie
  • Bruchou, Fernández Madero & Lombardi
  • FRTB - Ferrer Reyes, Tellechea & Bouché
  • Hausheer Belgrano & Fernández
  • Noetinger & Armando
  • OJAM BULLRICH FLANZBAUM
  • Palacio & Asociados
  • Richelet & Richelet
  • Apellaniz & O’Farrell
  • ClarkeModet 
  • Estudio Chaloupka
  • Fernández Lacort
  • Litvin Marzorati Legales
  • Mitrani, Caballero & Ruiz Moreno
  • Moeller IP Advisors
  • Obligado & Cia
  • PAGBAM | IP

Apellaniz & O’Farrell

“Responsive and dependable” boutique Apellaniz & O’Farrell boasts deep technical expertise and regularly attracts sophisticated briefs from cutting-edge industries. The tight-knit trademark group executes prosecution, enforcement and transactions mandates with precision for a diverse range of brand owners and foreign associates – it is particularly popular with US patrons making forays into Argentina. A “widely knowledgeable attorney extremely dedicated to clients”, founding partner Nicolas O’Farrell consistently works out how best to achieve favourable outcomes for them.

Baker McKenzie

Combining extensive global reach with intimate local insight, Baker McKenzie is a “go-to in Argentina” for brand-rich heavyweights such as 3M and Unilever. Led by Bernard William Malone, its “knowledgeable and experienced team offers prompt, top-notch counsel at a fair price”. Malone sets the bar high, as an eminent scholar and highly active professional with “a superb understanding of the ins and outs of the market” and an “exceptional, 24/7 commitment to clients”. Maria Paula Bassi is another key asset who, although active across the IP spectrum, truly shines in litigation and enforcement. She has a sparkling track record working alongside Malone – in particular on the coordination of anti-counterfeiting campaigns for the likes of Hyundai, Kia and Victoria’s Secret.

Bruchou, Fernández Madero & Lombardi

Bruchou, Fernández Madero & Lombardi boosted its profile in the Argentine IP market this year through the hiring of new partners Dámaso Pardo and Paula Fernández Pfizenmaier. The clients that turn to it not only benefit from a full-service support package, but now also enjoy the attention of this pair of hard-nosed litigators, who frequently join forces to knock out the wins; the firm is thus a solid choice for make-or-break disputes. Having spent the past three years as president of INPI Pardo boasts unrivalled market knowledge, international prestige and deep registry insight. Pfizenmaier is equally credible, with a sparkling track record in court and an advanced understanding of portfolio management and new technology issues.

ClarkeModet 

ClarkeModet enjoys a competitive advantage thanks to its extensive global footprint and technological sophistication. Across Latin America and Europe, it continually refines its integrated internal structure to make light work of briefs that transcend national and practice area boundaries. In Argentina, its no-fuss approach to instructions at all stages of the trademark lifecycle produces holistic guidance geared towards brand development and expansion and provided in a price and time-sensitive manner.

Estudio Chaloupka

Operating a sophisticated paperless service, boutique Estudio Chaloupka offers “cost-effective, practical advice that allows clients to protect and enforce brands in a strongly principled manner”. It has chalked up a long litany of successes, thanks in no small part to Claudia Serritelli and Paula Galván, who shine in litigation and prosecution respectively and earn praise for “working in tandem effectively”. They “remain competent and diligent at all times, providing creative strategies which frequently obtain optimum results in enforcement, oppositions and cancellations”. They are also adept at “deciphering the new and quickly evolving trademark opposition landscape” and translating this into easily actionable advice for clients.

Fernández Lacort

Fernández Lacort has nurtured many lasting client relationships through its “responsive and service-minded approach to intellectual property”. The boutique is hailed for its “excellent service across the trademark spectrum”: “in conflicts, it provides strategic solutions in a proactive manner”, but it is also “cost effective and commercially astute” in brand management, assisted by a recently upgraded surveillance system. Claudio Fernández Lacort is hailed as “an extraordinary professional who routinely exceeds expectations. Practical, thoughtful and technically knowledgeable, he finds alternative ways to strengthen the commercial value of assets”. Of late, he has dealt with the brand protection and enforcement needs of Alticor and helped to resolve a dispute with Sea World on behalf of Mundo Marino.

FRTB - Ferrer Reyes, Tellechea & Bouché

According to satisfied clients, “FRTB present a refreshed, business-oriented take on trademark practice in Argentina, which is a welcome break from the traditional approach”. “The firm is commercially focused and driven by results. You can talk straight with them and they will do the same, providing candid, hands-on advice with excellent responsiveness.” While pharmaceuticals is a happy hunting grounds, thanks to the extensive technical knowledge among its ranks, it has all sectors covered; Nike and Swift are among the blue-chips on its roster. For non-contentious matters, the names to note are Diego Bouché Ocampo, Julia Tellechea and Santiago Ferrer Reyes. Founding partner Ocampo has spent a quarter of a century at the coalface and co-heads the trademark division with Tellechea, who “can always be counted on for to-the-point, practical and commercial advice on both protection and enforcement”. “Dealing with clients’ needs as a matter of urgency”, Ferrer Reyes provides “clear, far-sighted advice on registrations without getting caught up with infringements”. On the contentious side, Laura Beatriz Plavnick and Laura de Achával are the key contacts. The litigation co-heads “are among the most reliable IP lawyers in the country – excellent options for brand owners seeking experienced counsel” to help them get out of tricky situations.

G Breuer

At over 150 years old, G Breuer is “one of Argentina’s most famous IP firms” and has long enjoyed a place in the upper echelons of the market. An extensive network of foreign associates ensures it can navigate foreign regimes with ease; and with some of most prestigious names in the business on board, it has deep-seated knowledge of local systems and tried-and-tested methods for success. IP thought leader Jorge Otamendi is widely respected throughout the Latin American community, both for his practice and for his scholarly contributions. Alejandro Breuer-Moreno and Pedro Breuer-Moreno “service some of the country’s most important clients”. Both are superb strategic thinkers – Alejandro in brand management and protection, and Pedro in enforcement and litigation.

Hausheer Belgrano & Fernández

Dispensing client-oriented, honest and timely counsel, “Hausheer Belgrano & Fernández is a longstanding presence on the Argentine IP scene and remains so to this day”. With a deep bench of practitioners who are influential in professional circles, it has all aspects of trademark work on lock. “Thorough professional” Graciela Claudia Pérez de Inzaurraga sets the standard: the polished advocate also “handles and manages portfolios with acuity”. Another key contact for contentious matters is Gabriela Inés Musante, “a strong negotiator who works alongside clients to find financially favourable resolutions”. On the non-contentious front, Carolina Inés Fernández also comes “highly recommended” for her encyclopaedic grasp of local and international IP laws and procedures.

Litvin Marzorati Legales

For those seeking a trusted guide to steer them through the Argentine IP landscape, Litvin Marzorati Legales is a prime pick. The firm maintains close, clear, concise communications with clients, learning their business and ambitions and figuring out how they can best invest in their brands for the long term. “The first option in the country for IP work” for many, founding partner Melisa Litvin earns warm plaudits: “Diligent and experienced, she provides cost-effective legal advice on brand management, but also has remarkable resolution skills when it comes to the negotiation of complex agreements.” Opposition filings for Argentine Football Association and litigation for China Petrochemical International Company are recent highlights.

Marval O’Farrell Mairal

“The dominant law firm in Argentina”, Marval O’Farrell Mairal is unrivalled in terms of the volume, quality and reach of its IP work. It executes flawlessly across the spectrum, although its seamless asset management service, underpinned by cutting-edge software, is a particular highlight. Sergio Ellmann and Iris Quadrio co-head the trademark department, which continues to attract A-listers such as Netflix and Ferrari. A prolific filer enlisted by the likes of Jaguar Land Rover, Ellmann has a “comprehensive understanding of regional intellectual property”; while Latin American IP authority Quadrio has lately been busy devising portfolio strategies for Gucci. A first-rate prosecutor, she is also a key contributor to the firm’s robust transactional practice, alongside Juan Lopez Mañan. Master tactician Mañan recently oversaw trademark purchases for agricultural company Adecoagro, as well as filings on behalf of Blue Star Group. Led by Gustavo Patricio Giay, the litigation and enforcement division also continues to excel, coordinating multi-jurisdictional disputes and organising training for the Argentine customs authorities. “A deeply intelligent and widely reputed professional”, Giay brings a “hands-on approach” to each brief; instrumental in contentious wins for Novartis and Alpargatas, he also masterminded a major seizure of fake goods on behalf of adidas. Anti-counterfeiting sage and outstanding litigator Martín Chajchir adds further firepower; he recently prevailed in dispute scenarios for Ferrero and Entertainment One.

Mitrani, Caballero & Ruiz Moreno

The IP team at full-service Mitrani, Caballero & Ruiz Moreno can crunch through the filings when required, but is at its best on complex matters that require sophisticated thinking. It positions itself as a true partner to clients; for example, it is the counsel of choice for all branding needs of steel industry titans Ternium and Tenaris. The key contacts are multi-talented trademark and patent agents Ignacio Bérèterbide, Rita Colombo and Manuel Alonso. Adept in all areas of IP advisory work, they shine brightest on portfolio management and licensing and transfer negotiations, led from the front by Bérèterbide, who oversees every case the practice tackles. Colombo is a domain name maven who recently put her skills to good use on behalf of Aldi; while IP litigation and counselling head Alonso’s latest activity has included nullity actions for Dr Seuss Enterprises.

Moeller IP Advisors

With outposts across Argentina, Brazil and Uruguay, Moeller IP is the perfect fit for brand owners with their eyes on expansion, providing joined-up IP and regulatory counsel on a regional scale. Growth is a priority for this well-established boutique; the thriving enforcement department has gone from strength to strength and has orchestrated many crucial seizures of late, while newly integrated online monitoring software has accelerated prosecution. At the centre of it all is trademark department head Victoria de Lasa Andrés, whose broad subject knowledge makes her a vital ally for any branding instruction. In his role as director of business, Mariano Municoy has been pivotal in enhancing the international footprint of the practice, while meeting and exceeding the expectations of even the most demanding brand owners.

Noetinger & Armando

With a tight network of foreign associates and an “organised internal structure”, Noetinger & Armando strives to make life simple for patrons. It appoints a central point of contact for each client so that it can “fully understand business needs in line with budgets”, offering “prompt, straight-talking and detail-oriented advice” on both protection and enforcement aimed at optimising asset value. Under the stewardship of Fernando Noetinger, the outfit continues to evolve: it has recently moved offices, implemented new IT to expedite brand management decisions and launched a new initiative to assist start-ups and entrepreneurs. Noetinger is a “serious and experienced advocate who for years has dispensed accurate and trustworthy advice”. He relishes the intricacies of complex litigation – as does trademark and copyrights head Matías Noetinger, who comes “highly recommended” for his “all-round solid legal advice”. Although younger than his colleagues, Pablo Armando embodies everything that is good about the firm, as “a committed and approachable professional with a remarkable understanding of how companies work and how IP services relate to their needs”.

Obligado & Cia

Recommended as a reputable boutique with a rich tradition, Obligado & Cia acquits itself with distinction representing prominent local and European companies on both patent and brand matters. Known for its reliable quality, the group turns a practised hand and creative eye towards prosecution, litigation and transactional work, enabling it to satisfy all needs as they arise. Managing partner Federico Aulmann is a key contact for interested parties.

OJAM BULLRICH FLANZBAUM

Since its recent restructuring, Berton Moreno + Ojam has quickly found its rhythm, offering an efficient, client-centric IP service. Innovation is a hallmark: it offers specialised services to start-ups and devises cost-effective stratagems through which brands can build competitive market positions without the need for litigation. Esteemed managing partner Juan Carlos Ojam collaborates with his talented colleagues to great effect: he recently teamed up with non-contentious mastermind Alberto Berton Moreno on behalf of Vodafone; while IP all-rounder Raquel Irene Flanzbaum joined him on prosecution work for Amazon and on litigation strategy for Conserve Italia. Like Flanzbaum, Marcelo García Sellart always has a finger on the pulse of new market developments, which informs his forward-thinking advice. Mercedes Bullrich and Juan Berton Moreno practise with panache on both sides of the contentious/non-contentious divide. Domain names have been a key focus for both of late: Berton Moreno in a registration on behalf of football governing body CONMEBOL and Bullrich in a dispute for Cinemark USA. Holding down the contentious division is consummate litigator Enrique Gatti, an authority on both IP and competition law. This year also sees the WTR 1000 debuts of Ricardo Amigo and Maria Luisa Santa-Maria. Amigo is a portfolio management expert with a niche for celebrity branding; while recent recruit Santa-Maria has bolstered the firm’s trademark capabilities as a well-versed prosecutor, negotiator and enforcer.

PAGBAM | IP

When must-win disputes arise, brand owners have PAGBAM | IP on speed dial. Backed by a multifaceted team of engineers and chemists, its tenacious litigators have the depth of industry knowledge and contentious chops to soothe all headaches for clients. Fernando Alonso is the key contact for interested parties; the IP department co-head is a prominent figure in the Argentine IP community, both for his courtroom prowess and for his scholastic achievements.

Palacio & Asociados

Attracting some of the most effusive praise across Latin America, Palacio is for many the “most significant firm in Argentina”. Running its IP practice alongside commercial and corporate divisions, the “reliable and experienced” outfit stays at the “cutting edge” of the market and has the “flexibility to understand complicated actions in all areas of trademarks”. It has three “dependable” prosecution professionals in Héctor Palacio, Diego Palacio and Mercedes Durlach, who together manage complex portfolios for the likes of Samsung, Decathlon and Heineken. “A truly professional leader”, managing partner Héctor “provides high-quality advice with proper grounds and explanations which can be depended on to achieve great results”. Diego is “experienced and timely” in his responses: “Trustworthy and consistent, he thinks out of the box in a calm manner to solve difficult cases in a way that complies with business needs.” He co-heads the trademark department alongside Durlach, an “all-rounder who is very active in international IP circles”. She recently cleared fakes from the market for Harley Davidson – a brief on which she was joined by Mingo Palacio. In addition to transactional and domain name work, “Mingo is the main man for tough trademark litigation. He is an awesome negotiator and a remarkable lawyer who is smart when coordinating enforcement”.

Richelet & Richelet

Richelet & Richelet is a “longstanding and serious competitor in the Argentine IP market”. Its “widely respected” trademark practitioners have seen and done it all – brand protection, enforcement and litigation mandates all fall within their bailiwick and are dispatched with effortless efficiency. The name for the address book is Ricardo Richelet, a versatile veteran of almost 25 years’ standing.

Other recommended experts

Among the “responsive IP team” at Lerman & Szlak, “highly knowledgeable professional” Celia Lerman stands out. “Widely accessible to clients”, she is at her best when implementing brand protection strategies and mapping contracts and licensing agreements. At EDL Abogados, founding partner Erica Lerner is “exceedingly clear, thorough and responsive”. “Offering good value for money”, she is a “go-to in Argentina” for many foreign associates – particularly for trademark portfolio management for heavyweights such as AT&T, TripAdvisor and Beam Suntory. Héctor Ariel Manoff has a broad practice, but wins most praise for his adroit approach to complex litigation. He flies the flag at Vitale, Manoff & Feilbogen. Santiago R O’Conor, managing partner of O’Conor & Power, is an eminent figure in international IP circles and a favourite of big-name clients for both contentious and non-contentious instructions. Dual qualified in Argentina and New York, Allende & Brea’s Pablo Palazzi maintains international standards and is a preferred choice for rights holders with cross-border interests. José María Vicetto is the director of Izquierdo & Vicetto. Seasoned in all aspects of intellectual and industrial property, he has enviable international connections and a “strong presence among local clientele”.

Individuals: enforcement and litigation

  • Gustavo Patricio Giay - Marval O’Farrell Mairal
  • Juan Carlos Ojam - OJAM BULLRICH FLANZBAUM
  • Dámaso Pardo - Bruchou, Fernández Madero & Lombardi
  • Fernando M Alonso - PAGBAM | IP
  • Maria Paula Bassi - Baker McKenzie
  • Pedro C Breuer-Moreno - G Breuer
  • Martín G Chajchir - Marval O’Farrell Mairal
  • Laura de Achával - FRTB - Ferrer Reyes, Tellechea & Bouché
  • Claudio Fernández Lacort - Fernández Lacort
  • Paula Fernández Pfizenmaier - Bruchou, Fernández Madero & Lombardi
  • Raquel Irene Flanzbaum - OJAM BULLRICH FLANZBAUM
  • Marcelo García Sellart - OJAM BULLRICH FLANZBAUM
  • Enrique JF Gatti - OJAM BULLRICH FLANZBAUM
  • Gabriela Inés Musante - Hausheer Belgrano & Fernández
  • Fernando Noetinger - Noetinger & Armando
  • Matías F Noetinger - Noetinger & Armando
  • Nicolas O'Farrell - Apellaniz & O’Farrell
  • Santiago R O’Conor - O’Conor & Power 
  • Mingo Palacio - Palacio & Asociados
  • Pablo Palazzi - Allende & Brea
  • Graciela Claudia Pérez de Inzaurraga - Hausheer Belgrano & Fernández
  • Laura Beatriz Plavnick - FRTB - Ferrer Reyes, Tellechea & Bouché
  • Claudia Serritelli - Estudio Chaloupka
  • José María Vicetto - Izquierdo & Vicetto

Individuals: prosecution and strategy

  • Alejandro M Breuer-Moreno - G Breuer
  • Sergio M Ellmann - Marval O’Farrell Mairal
  • Bernard William Malone - Baker McKenzie
  • Juan Carlos Ojam - OJAM BULLRICH FLANZBAUM
  • Graciela Claudia Pérez de Inzaurraga - Hausheer Belgrano & Fernández
  • Iris V Quadrio - Marval O’Farrell Mairal
  • Manuel Alonso - Mitrani, Caballero & Ruiz Moreno
  • Ricardo E Amigo - OJAM BULLRICH FLANZBAUM
  • Pablo Armando - Noetinger & Armando
  • Ignacio Bérèterbide - Mitrani, Caballero & Ruiz Moreno
  • Juan Berton Moreno - OJAM BULLRICH FLANZBAUM
  • Alberto R Berton Moreno Jr - OJAM BULLRICH FLANZBAUM
  • Diego O Bouché Ocampo - FRTB - Ferrer Reyes, Tellechea & Bouché
  • Mercedes Bullrich - OJAM BULLRICH FLANZBAUM
  • Rita Colombo - Mitrani, Caballero & Ruiz Moreno
  • Victoria de Lasa Andrés - Moeller IP Advisors
  • Mercedes Durlach - Palacio & Asociados
  • Carolina Inés Fernández - Hausheer Belgrano & Fernández
  • Claudio Fernández Lacort - Fernández Lacort
  • Santiago Ferrer Reyes - FRTB - Ferrer Reyes, Tellechea & Bouché
  • Raquel Irene Flanzbaum - OJAM BULLRICH FLANZBAUM
  • Paula Galván - Estudio Chaloupka
  • Marcelo García Sellart - OJAM BULLRICH FLANZBAUM
  • Celia Lerman - Lerman & Szlak
  • Melisa Litvin - Litvin Marzorati Legales
  • Juan Lopez Mañan - Marval O’Farrell Mairal
  • Héctor Ariel Manoff - VMF - Vitale, Manoff & Feilbogen
  • Mariano Municoy - Moeller IP Advisors
  • Matías F Noetinger - Noetinger & Armando
  • Nicolas O'Farrell - Apellaniz & O’Farrell
  • Santiago R O’Conor - O’Conor & Power 
  • Diego F Palacio - Palacio & Asociados
  • Héctor Palacio - Palacio & Asociados
  • Pablo Palazzi - Allende & Brea
  • Ricardo Richelet III - Richelet & Richelet
  • Maria Luisa Santa-Maria - OJAM BULLRICH FLANZBAUM
  • Julia Tellechea - FRTB - Ferrer Reyes, Tellechea & Bouché
  • José María Vicetto - Izquierdo & Vicetto

Luminaries

  • Fernando Noetinger - Noetinger & Armando
  • Jorge Otamendi - G Breuer