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September 26-28, 2016
Sheraton Pentagon City in Arlington, VA.

PRE-CONFERENCE: WORKSHOP DAY

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While registering for Workshop A, enjoy a delicious breakfast and lively peer-to-peer conversation.

9:00 AM Workshop A: How to Develop & Maintain Effective Inter-Departmental Anti-Counterfeiting & Brand Protection Partnerships

Colette A. Durst , Senior Corporate Counsel, Intellectual Property, Tyco

Arlene Hoffman , Manager, Marketing Communications, Tyco

Protecting your brand against trademark infringement is a huge undertaking that must be addressed as a collaborative team effort by your in-house brand protection, R&D, marketing, licensing, and legal teams---so to increase your ACBP program success rates. 
However, to be successful, systems need to be in place that will enable the above departments to work together in an effective manner that will in turn deliver impactful results towards your ACBP initiatives. 

In this session, we will discuss methods that will enable you to: 

  • Develop a full-circle inter-departmental ACBP program, from soup to nuts 
  • Better understand each department’s perspectives better, as it relates to their respective agendas, language, and processes to go about their ACBP efforts----so you may in turn develop a ACBP program all departments can embrace 
  • Establish systems that align your overall ACBP program on an administrative, technological, and inter-communication level 

 Colette A. Durst
Colette A. Durst
Senior Corporate Counsel, Intellectual Property
Tyco
 Arlene Hoffman
Arlene Hoffman
Manager, Marketing Communications
Tyco

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Make sure you maximize your time between sessions and visit with new and old friends over some coffee and light morning snacks.

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Workshop B: Going for the Jugular: How to Put a Counterfeiter Out of Business by Cutting Their Purse Strings

Mike Weatherley , former Intellectual Property Adviser & Executive Vice President, to the UK Prime Minister & Motion Picture Licensing Company (MPLC)

Detective Chief Superintendent David Clark , Head of Economic Crime Directorate, City of London Police

As the saying goes, “It takes money to make money.” That said, by cutting off a counterfeiter’s ability to financially run their illicit operations, you will be able reduce their harmful threats toward your brand.

By attending this session, you will take away strategies to:

  • Plan and implement domestic and international bank seizures against counterfeit operations
  • Shut down 3rd party online payment methods linked with fraudulent online marketplaces

 Mike Weatherley
Mike Weatherley
former Intellectual Property Adviser & Executive Vice President
to the UK Prime Minister & Motion Picture Licensing Company (MPLC)
 Detective Chief Superintendent David Clark
Detective Chief Superintendent David Clark
Head of Economic Crime Directorate
City of London Police

While registering for Workshop C, make sure you mix and mingle as well!

1:00 PM Workshop C: How to Develop a Brand Protection Program the U.S. Customs and Border Protection Dept. Can Easily Understand & Enforce

Jason Calhoun , Project Manager, National Cyber- Forensics & Training Alliance – NCFTA

Angelo Mazza , President & Partner-IP Practice Group, IACC Foundation & Gibney Anthony & Flaherty LLP

As you already know, having an impactful brand protection and anti-counterfeiting program in place involves working with a wide variety of internal and external partners. However, when working with the U.S. Customs and Border Protection Dept. and other border control agencies, the more engaged you are with them, the better the outcomes.
That said, not only is it important to develop and maintain a strong working relationship with these agencies, but you also need to develop effective brand awareness educational tools for these agencies to easily understand, so they can in turn successful identify counterfeits and stop such movement between borders.

By attending this session, you will:

  • Develop easy to understand product educational tools for Customs Officers to utilize at the borders
  • Learn why it’s so important to collaborate with your R&D, marketing, legal, licensing departments when developing said educational and engagement programs
  • Learn how to keep the lines of communication fluid pre & post incident

* Working lunch provided.
 Jason Calhoun
Jason Calhoun
Project Manager
National Cyber- Forensics & Training Alliance – NCFTA
 Angelo Mazza
Angelo Mazza
President & Partner-IP Practice Group
IACC Foundation & Gibney Anthony & Flaherty LLP
Continue the conversation over afternoon beverages and snacks.

3:00 PM Workshop D & Case Study: How P&G Leverages Social Media, the Internet and Traditional Media to Shutdown Sales of Illegal Goods & Improves Consumer Satisfaction

Kevin Scott , Manager, Global Beauty & Grooming Business Development, Procter & Gamble

Phil Morris , N.A. Customer Policies & Practices, Procter & Gamble

When products are purchased outside of a manufacturer’s direct supply chain, goods flow in what this presenter has termed “The Shadow Supply Chain,” which is made up of two parts – one is legal (grey market) and one is illegal (black market). The shadow supply chain can expose retailers to dissatisfied consumers/shoppers & may cause businesses to unintentionally support illegal activity when counterfeits or stolen goods are sold. Traditional Brand Protection and Anti-Diversion techniques require new approaches. Once such idea is to understand and leverage social media to increase success.

By attending this Case Study-Workshop session, led by one of the largest consumer goods company in the world, you will:

  • Understand how to use social media and the Internet to unmask both grey market and counterfeit products that may be hurting your brand’s equity with consumers
  • Learn why it is important as a manufacturer to collaborate with your company’s consumer relations and external communications’ departments to improve education on stopping illegal goods with distributors, retailers, and consumers
  • Learn how to integrate social media and traditional media to develop better grey/black market awareness while not spooking consumers

 Kevin Scott
Kevin Scott
Manager, Global Beauty & Grooming Business Development
Procter & Gamble
Phil Morris
N.A. Customer Policies & Practices
Procter & Gamble

See you tomorrow!