Day 2

09:00 AM - 09:55 AM Registration and networking coffee

09:55 AM - 10:00 AM Opening remarks from conference chair

Jochen Schafer, Legal Counsel, World Federation of Sporting Goods

Jochen Schafer

Legal Counsel
World Federation of Sporting Goods

10:00 AM - 10:20 AM Brand Bingo: Who Will You Meet?

This structured networking session is the ideal opportunity for you
to capitalise on your time out of the office by networking with your
peers in attendance. Each delegate has a number on their name
badge and a bingo card. Make your way around the room and find
one delegate with each of the numbers on your card to compete for
a fantastic prize! Brand Bingo is an ideal way to find new business
associates and expand your network, as it brings people together
to exchange contact details and business information. Bring your
business card–and your smile!

10:20 AM - 11:00 AM Interactive Panel Discussion: Brands in danger - spotlight on China

• How can you implement and maintain an effective brand
protection & anti-counterfeiting strategy within China
• How to effectively source and collaborate with local and
international law enforcement, investigative, and prosecution
• Effective online counterfeiting operations to end the cycle of
repeat offenders remerging

11:00 AM - 11:40 AM IP enforcement: Co-ordinating across the supply chain for a proportionate, balanced and accessible system

Ros Lynch, Director of Copyright and Enforcement, Intellectual Property Office
• IP is a complex subject in an equally complicated enforcement
• There is a global supply chain and what happens at a local level is
invariably linked to an international system
• In both the physical and digital worlds, there are amazing
opportunities for enterprise and growth that benefits everyone
including rights holders, but these benefits are being undermined
by those operating criminally.
• Achieving proportionate and accessible IP enforcement requires
a good understanding of the legal and illegal trade, recognition
of the various roles and responsibilities in both public and private
sectors and real effort to co-ordinate and align work to take action
directly and indirectly.
• IP infringement harms consumers, communities, rights holders
and other legitimate businesses and attracts serious and
organised crime with all that entails.
• How have we and how can we continue to build a flexible
and effective system of enforcement that addresses illegal
infringement whilst promoting creativity and access to it?

Ros Lynch

Director of Copyright and Enforcement
Intellectual Property Office

11:40 AM - 12:10 PM Morning break and technology test drive

Based on specific technology needs of delegates practicing in the
brand protection and anti-counterfeiting industry, quick fire test
drives will briefly run. Demonstrations and product outlines will be
delivered, giving delegates ideas, tips and explanations about how to
overcome issues and form strategies in new areas. Get you vendor
passport stamped by exhibitors and enter the price draw!

12:10 PM - 12:50 PM Case Study and Regulation Update on Anti-Counterfeiting in China

Mei-Hsin Wang, CEO, China Bio-Medical & Technology Application Association
· Current regulation update in China and Taiwan
· Anti-Counterfeiting case study in Taiwan: (1) Hello Kitty - strategy involved applying policy and incentive for IP polices, (2) Hermes – overcome by heavy punishment of jail time and 1500 times damages, (3) Viagra by under cover staff and police cooperation
· Anti-Counterfeiting case study in China: (1) Moncler by applying FRID and NFC technologies, (3) Ferragamo by RFID chip, (4) Alibaba by big data management to eliminate piracy weblink
· Suggestions for foreign companies to deal with counterfeit issues in China from Chinese perspective

Mei-Hsin Wang

China Bio-Medical & Technology Application Association

12:50 PM - 1:30 PM Shaping strategies to tackle transnational content piracy

Phillip Davies, Head of Cyber, Content Protection & Investigations, Sky
• Trends, growth of problem and global evolution with a supply
chain in China
• Prevention and designing out the risks
• Awareness and communications
• Disruption and enforcement
• Partnerships and collaborations

Phillip Davies

Head of Cyber, Content Protection & Investigations

1:30 PM - 2:30 PM Lunch break and networking opportunity

2:30 PM - 3:00 PM What are the most effective methods to prevent counterfeiting and ensure they are identified at the border

Jannik Grooten, Head of anti-counterfeit Unit, Federal Public Service Economy
• Overview of the Federal Public Service Economy: What is its role
and how is it leading the anti-counterfeit operation in Belgium
• How are brands currently approaching identification and what
support do they need?
• What are the most effective ways of identifying counterfeit
products and what can brands do to assist enforcement

Jannik Grooten

Head of anti-counterfeit Unit
Federal Public Service Economy

3:00 PM - 3:40 PM Corporate security in North East Africa: An analysis of brand protection and anti-counterfeiting from one of the global hotspots

Ahmed El Feky, Head Corporate Security - North East Africa, PepsiCo
• Counterfeit phenomena is A new source of profit for international
criminal organisations
• How to mitigate the phenomena impacts on the local level and
international level
• Focus on the middle east illicit traffic
• How pharmaceutical multinational companies protecting patients
from counterfeit medicine
• Online illicit trading and Internet
• Case study: What lessons can be learnt from the approach of
Sanofi and PepsiCo in North East Africa

Ahmed El Feky

Head Corporate Security - North East Africa

3:40 PM - 4:10 PM Afternoon break and networking opportunity

4:10 PM - 4:50 PM Thriving in a highly competitive market: Brand Protection from a Chief Legal perspective

Buse Kacar, Chief Legal & Corporate Affairs Officer, Yorsan
• Understanding how Yorsan created “The Strategy” to succeed in
the highly competitive dairy market
• Implementation and creating an internal brand protection culture
• Cost management: Considering the impact of an action
• Protection or aggression: Determining when to act
• Brand protection and competition: Being in your competitors shoes

Buse Kacar

Chief Legal & Corporate Affairs Officer

4:50 PM - 5:20 PM Micro-optics; the future is here!

Axel Lundvall, Founder and VP R&D, Rolling Optics
· Experience the simplicity and brilliance with the next generation of first line authentication technology
· Conversion for use in many different applications such as PSA labels, sew-in labels, in-mould labels etc
· A possibility to combine branding and brand protection
· Algerian tobacco market, a case study

Axel Lundvall

Founder and VP R&D
Rolling Optics

5:20 PM - 6:00 PM Exploring how eBay fights against counterfeiting

Sandro Chiesura, Senior Legal Counsel - Intellectual Property, ebay
• eBay as business model today and how it interacts with brands
• Understanding why eBay cares about IP infringement
• The use of VeRO tool to support its operations
• Practical examples of cooperation with brands in fighting counterfeits, and how to enhance your protection

Sandro Chiesura

Senior Legal Counsel - Intellectual Property

6:00 PM - 6:20 PM Interactive wrap-up session

To ensure all attendees have clear, practical solutions to take away
with them, the conference will close with an opportunity to review
the conference objectives and discuss any remaining points.

6:20 PM - 11:59 PM Closing remarks and close of conference

Jochen Schafer, Legal Counsel, World Federation of Sporting Goods

Jochen Schafer

Legal Counsel
World Federation of Sporting Goods