Marcasur 62 in English

F I R S T L AT I N A M E R I C A N I N T E L L E C T U A L P R O P E RT Y M A G A Z I N E / N ยบ 6 2 J U LY-S E P T E M B E R 2 0 1 6

INFLUENCERS MAIN ARTICLE

Statistics. Applications Filed in Latin America During 2015 Event. INTA 138th Annual Meeting in Orlando

THIS EDITION IS SUPPORTED BY:

30

Main article Famous people who influence millions on social networks

Contents

24 4

6

Editorial

8

Statistics. Applications Filed in Latin America During 2015

12

Marcasur Reports

16

Event. INTA 138th Annual Meeting in Orlando

22

Marcasur Excellence Awards

24

Interview with Alvaro Moerzinger. Attorney and Uruguayan Ambassador to the Netherlands.

28

Events. Ferraiuoli Cocktail in Orlando

30

Main Article. Famous people who influence millions on social networks

36

Events. Uhthoff, Gomez Vega & Uhthoff Cocktail in Orlando.

38

Topical Issues Column. What is not on the Panama Papers

40

Events. Dumont Bergman Bider & Co. S. C. Cocktail in Orlando

42

Story of a firm. Villaseca y Cia. 100th Anniversary, Chile

45

Events. Becerril, Coca & Becerril Cocktail in Orlando

48

Legal Marketing Column. Videomarketing at law firms. By Maria Victoria Pereira

50

Attorneys in their free time. Gabriel Pittaluga, from Uruguay and Adolfo Lopez, from Venezuela

Interview Alvaro Moerzinger. Uruguayan Ambassador to the Netherlands. www.marcasur.com

Editorial

staff Editor and Director: Juan Pittaluga

Orlando became the IP World Capital for five days; Marcasur was there, meeting face to face with professionals from all around the globe.

We share with you all details on the INTA 138th Annual Meeting, which had a record number of attendees: 10,114 registrations. We welcomed friends, readers and curious people into our original “film set” stand. We got together during work breakfasts to discuss the new activities that law firms have been engaged in. We held the Marcasur Awarding ceremony; reported on different conferences and had several meetings to share our goals for the near future. All of this, during the event no one could miss. Companies do their best to seduce us; some stands even had a conference area. Facts have demonstrated that companies that sell software, offer registration or jurisprudence services, are betting on getting the grater part of the IP market, for which they are investing and strongly competing with one another: a phenomenon to keep an eye on.

If you follow social media tendencies, then go on reading, for in our main article we tell you everything about influencers —public figures that influence masses.

We also interviewed Alvaro Moerzinger, a Uruguayan diplomat who talked about chemical weapons and a new international organization that allows sentencing those who have committed genocide, crimes against humanity, war and aggression crimes.

We are proud (as Latin American) to share with you the story of the Chilean Villaseca & Cia. law firm, which is celebrating its 100th Anniversary this year.

Finally, you are all invited to the Marcasur 20th Anniversary celebrations. We are working on our especial anniversary issue with great enthusiasm and also developing and app that will probably be launched in December, during the ASIPI event to be held in Buenos Aires.

See you soon! M

juan@marcasur.com

Writers: Karina González kgonzalez@marcasur.com

Juan Francisco Pittaluga francisco@marcasur.com

Wina Arambule warambule@marcasur.com

Contributors: Dr. Daniel Lamas dlamas@lamasgrimaldi.com.uy

Teresa Pereira tere@marcasur.com

Victoria Pereira victoria@pereiramarketing.com

Commercial Department: Mei-lin Che mche@marcasur.com

Subscription Department: Cintia Ferreiro cferreiro@marcasur.com

Design: LP / arte visual

Communications: Natalia Domingo ndomingo@marcasur.com

Correction: Alejandro Coto Printing: Gráfica Mosca

MARCASUR Year 20 nº 62 July-September 2016

Juan Antonio Pittaluga Editor

Cont. Echevarriarza 3535 A, 1501 CP 11300 Montevideo, Uruguay Tel: (598) 2628 4604 Fax: (598) 2623 2957 info@marcasur.com

Quarterly publication edited

by Editorial MS S.R.L. >Marcasur e-mail

ISSN 1688-2121 D.L. 354.155 Comisión del Papel.

Publication protected by Decree 218/96

Send us your e-mail to: comunicacion@marcasur.com 6

www.marcasur.com

STATISTICS

Trademarks:

APPLICATIONS FILED IN

LATIN AMERICA

during 2015 According to research carried out

by Latinastidisticas, Colombia is the Latin American country where filings grew the most during 2015 (comparing with 2014).

470,604 applications were filed in 2014, while 501,912 were filed during 2015 (6.65% growth, see graphic 1), which means this was a great year for our region. This figure seems enormous when compared with those between 2010 and 2014: 0.18% (2013-2012) and 1.14% (2011-2010).

During these last few years, decreased was registered only between 2011 and 2012 (-0.06%). Regarding national and foreign applicants, the latter (who usually represent the minority of applications in Latin America) increased their number of applications in our region (17.49%), surpassing national filings by 12.56% (see graphic 3).

LATINESTADISTICAS PROVIDES YOU WITH THE MOST RECENT RESULTS REGARDING PATENT APPLICATIONS (TOTAL FILING NUMBER, NUMBER OF BOTH NATIONAL AND FOREIGN APPLICATIONS), FILED IN LATIN AMERICA.

8

TRADEMARK APPLICATIONS FILED FROM 2010 TO 2015.

Ever since 2010, filings have grown every two years: 2010 (1.14%), 2013 (0.18%), and 2015 (6.65%) (See Graphic 2).

According to Latinestadisticas, nine out of fourteen surveyed countries

www.marcasur.com

TABLE 1. PATENT APPLICATIONS FILED IN LATIN AMERICA (2010-2015)

BY THE NUMBERS

6,65 % Increase of patent applications filed in Latin America during 2015

65,86 % Increase of patent applications filed in Colombia during 2015, placing it at the top of this ranking.

501.912 Number of patent applications filed in Latin America during 2015.

Guatemala is the country with the biggest drop in 2015: -15.96 %.

Note: No information could be obtained from Bolivia, Honduras, Cuba, Nicaragua and Paraguay; n/d: No statistical data.

have grown from 65.86% (Colombia) to 1.08% (Brazil) (see table 1).

There is just one country where applications have never stopped growing: the Dominican Republic.

Brazil is the country with the grater number of applications filed from

www.marcasur.com

2010 to 2015 (911,249), following Mexico (649,424), Argentina (405,804), Chile (211,959), Colombia (183,404), Peru (149,996), Venezuela (133,269), Ecuador (82,610), Costa Rica (69,909), Guatemala (64,147), Panama (60,051), Dominican Republic (53,672), El Salvador (40,847) and Uruguay (35,303).

262.894 Number of patent applications filed by residents in Latin America (4.93 % growth)

9

GRAPHIC 1. ANNUAL FLUCTUATION OF PATENT APPLICATIONS FILED IN LATIN AMERICA (2010-2015)

RECOVERING FROM THE FALL

GRAPHIC 2. ANNUAL INCREASE AND DECREASE OF PATENT APPLICATIONS FILED IN LATIN AMERICA (2010-2015)

TABLE 2. PATENT APPLICATIONS FILED BY RESIDENTS AND NON-RESIDENTS IN LATIN AMERICA (2014 AND 2015)

Colombia, Mexico and Peru suffered decrease during 2013, but they managed to recover the following year and have been growing ever since.

Colombia dropped 17.56% in 2013, recovering 0.19% during the following year and finally reaching 65.86% in 2015, placing itself at the top of this ranking.

Mexico went down 1.73% in 2013 but went up 6.28% in 2014 and 21.55% during 2015; it is currently second best in this ranking.

In Peru, 2013 came along with a 0.14% decrease and remained just the same during 2014. Nevertheless, a 4.34% growth was registered during 2015.

THE FALLEN During the past few years, general decrease was registered just in 2012 (0.06%) and 2014 (-1.08%).

The fallen ranking: Chile (-0.03%), Venezuela (-4.35%), Uruguay (-4.54%), Costa Rica (-8.07%) and Guatemala (-15.96%).

Some countries have suffered continuous decrease, or have not increased their filings, since 2010. For example, Argentina suffered decrease until 2014 (58,486) when 5.77% growth was registered. Recent results (65,931 in 2015) are still under the 2010 figures (88,428).

Chile faces a similar situation: the 2010 total (45.104) has not been surpassed, registrations have been falling ever since: -20.77% (2011), -5.32% (2012), -0.78% (2013), -5.05% (2014) and -0.03% (2015).

Note: n/d: no statistical data. Totals only refer to countries that provided information corresponding to 2014 and 2015 (Brazil, Chile, Colombia, Mexico, Peru and Uruguay). No information was obtained from Argentina, Bolivia, Costa Rica, Cuba, Ecuador, El Salvador, Guatemala, Honduras, Panama, Paraguay, Nicaragua, Dominican Republic and Venezuela.

10

www.marcasur.com

MARCASUR reports Venezuela ROJAS GAONA & BANDRES HAVE NO BOUNDARIES

www.rojasgaona.com

Honduras BUFETE MEJĂ?A A PAMPHLET TO KEEP YOU UP TO DATE

www.bufetemejia.com

12

After 15 years of activity and sustained growth in Venezuela, Rojas Gaona & Bandres is about to begin an interesting expansion process.

The firm already has offices in both the United States of America and Colombia and is looking forward to go further in the north-south axle, under the supervision of Ricardo Rojas Gaona, from the oil industry, and Luis Gerardo Arevalo, former Manager of the Trademarks Office of the Venezuelan Patent and Trademarks Office (SAPI).

In addition to providing legal advice, the firm promotes intellectual property and its relevance in a world with no boundaries. With this purpose, members of the firm usually take part in very interesting radio programs within Circuito Lider in Venezuela, and also participate in academic activities organized by the prestigious Universidad Metropolitana,

Bufete Mejia, leading law firm in Honduras, which provides services all throughout Central America, just launched the Central American IP Booklet, which gathers updated and crucial information for working with trademarks and patents in Belize, Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, Panama and Dominican Republic. Documentation, laws, due dates, oppositions and renewals, classifying mechanisms, examination process and PCT are some of the issues analyzed in this publication. This pamphlet, presented in a questionanswer format helps understanding how to file patent applications throughout Central America. This initiative was

located in Caracas. We should also mention that this firm has created a program for helping entrepreneurs, which started running in 2015 and has been successfully working ever since. In Colombia, the firm has local and highly skilled attorneys. Apart from this, the office located in the USA focuses in creating and strengthening bonds with Latin America, bearing in mind the firm's distinctive feature: understanding that every client is unique and that service should always be straightforward, personalized and according to their specific needs.

successfully launched a few weeks ago in Orlando, during the INTA 138th Annual Meeting. Bufete Mejia presented and explained this new publication to all those who were interested at the exhibition hall of the event.

www.marcasur.com

MARCASUR reports

LIGHTS, CAMERA, ACTION! MARCASUR gets Hollywoody to welcome and interview readers, clients and friends at the stand during the INTA Annual Meeting.

Cameras, microphones, monitors, flashes, roll-ups and black chairs were part of the MARCASUR stand staging during the INTA 138th Annual Meeting. From early in the morning up until the end of the work sessions, MARCASUR welcomed hundreds of visitors at booth number 217 at the Exhibition Hall of the Orange County Convention Center.

We had many different goals: on the one hand, answering questions that people who did not know about our magazine may have, and on the other hand, meeting with advertisers and readers, as well as interviewing important attorneys and professionals to get their opinion on the evolution of IP. Interviews are available on our website and social media profiles and will also be included in our especial 20th anniversary issue. www.marcasur.com

We thank everyone who managed to visit us within the busy INTA Meeting agenda. We hope you enjoyed your visit and that we succeeded at making you feel movie stars in Orlando! It was our pleasure; we are already planning our next encounter in Barcelona!

www.marcasur.com Twitter: @Marcasur Facebook, Youtube & Linkedin: Marcasur Magazine

13

/

EVENTS | INTA 138TH ANNUAL MEETING

THE INTA 138TH ANNUAL MEETING (MAY 21-25) BROKE A NEW RECORD: 10,114 ATTENDEES, WHICH WAS QUITE A CHALLENGE, BEARING IN MIND THAT NOWADAYS IP KEEPS ON GROWING BUT IS ALSO CRITICIZED.

A n a C a ro l i n a G o n z á l e z (Moreau González & Asociados, Venezuela), José Luis Barzallo (Barzallo & Barzallo, Ecuador) and Jacqueline Moreau (Moreau González & Asociados, Venezuela)

AMUSEMENT

26

www.marcasur.com

Ana Paula Brito, Marianna Mendonรงa, Claudia Zeraik, Joana Siqueira, Clarissa Jaegger (Montaury Pimenta Machado & Vieira de Mello, Brazil)

The record was announced during the opening ceremony held in the Orange County Convention Center: 10,114 attendees. Truth is that INTA welcomed 604 new organizations into its membership, which could be appreciated in Orlando, where thousands of professionals attended the event and enjoyed the sunny weather and limpid highways surrounded by amusement parks.

Marcasur was there to report on the event and welcome visitors at its stand in the Exhibition Hall, but also for granting the Marcasur Excellence Awards 2015 at the

+

-THE WEATHER -MEETING POINT 3 AT THE CONVENTION CENTER -THE ANNUAL MEETING APP -UBER -THE VENUES FOR COCKTAILS AND CEREMONIES -THE EXHIBITION HALL, WITH MORE GIFTS, GAMES AND SURPRISES

Ximena Souza-Ferreira (Osterling Abogados, Peru), Alberto Giordano (Rapisardi Intellectual Property, Italy)

-

-WI-FI -AIR CONDITIONER AT THE CONVENTION CENTER (TOO COLD!) -TOO FEW ATTENDEES AT VERY INTERESTING CONFERENCES -IT WAS DIFFICULT TO GET A TAXI -LONG DISTANCES IN ORLANDO -QUEUE LINES AT THE GRAND FINALE OF UNIVERSAL STUDIOS

PARK Lobby Bar of the Hyatt Regency. Latin American presence was noticed both during the award ceremony and the entire city: 1325 Latin American professionals attended the event and INTA announced that in 2017 an office will start working in Chile, Colombia or Panama.

The number of attendees, regardless of their nationality, means IP is growing globally, which for INTA means both support and great challenge. Etienne

www.marcasur.com

17

Mauricio Bonilla (BR Abogados, Costa Rica) and Paola Castro (legalprint, Costa Rica) Alejandro Linares Villegas (Jorge Mera & Villegas, Dominican Republic), Gonzalo Menéndez G. (Lexincorp, Guatemala)

Ramón Benedetti Alemán (Benedetti & Benedetti, Panama), Roberto Romero Pineda (Romero Pineda & Asociados, El Salvador), María José Díaz (Romero Pineda & Asociados, El Salvador)

18

José Manuel Arguello (Central Law Rusconi, Medina & Asociados, El Salvador), Yolianna Arosemena (Benedetti & Benedetti, Panama), Ricardo Rodríguez (Central Law, Costa Rica) and Gustavo Noyola (Central Law, Guatemala)

www.marcasur.com

Roberto Ríos (Hoglund & Pamias, P. S. C., Puerto Rico), Sharin Pablo de Roca (J. J. Roca & Asociados, Dominican Republic), Ana Paula Campusano (J. J. Roca & Asociados, Dominican Republic), Luciana and Mariana Noli (Noli IP, USA) and Aileen Vásquez (Hoglund & Pamias, P. S. C., Puerto Rico)

Sanz de Acedo, CEO of the Association, said during the congress, that “society needs to get a positive message: Intellectual Property promotes innovation, development, jobs and helps economies” this is something that legislatives, the government and media do not communicate to society, what is worst, they say exactly the opposite.

It was no coincidence that Diane Nelson, president of the DC Entertainment, was in charge of the keynote address. She is one of the Time Warner leaders. Nelson works with important trademarks such as Batman, Superman and Harry Potter.

Enrique Cheang (E. C. V. & Asociados, Venezuela), Carolina Vera Matiz (Vera Abogados Asociados S. A., Colombia), Arturo Pérez-Guerrero (Guerrero-Noble, Pérez-Orama & Guerrero-Calderón, Puerto Rico), Natalia Vera Matiz (Vera Abogados Asociados S. A., Colombia)

www.marcasur.com

19

Wolfgang Ohnes (Orpan, Bolivia), Gustavo Fischer (Fischer Abogados, Uruguay), Mercedes Castells (Fischer Abogados, Uruguay), Miguel Armando (Noetinger & Armando, Argentina)

During her speech she mentioned the importance of IP for her job: “my bests colleagues are attorneys: you cannot work at Time Warner if you don't understand the big role that they and IP play”.

It was neither a coincidence that the busy academic agenda focused on issues such as online piracy, plain packaging, difficulties in protecting trademarks in the unknown universe of apps and the challenges of domain names in the new Icann scenario.

INTA will probably keep track of all these situations during the next meeting in Barcelona. We will be waiting for the next crowded event to meet with clients and friends. M

20

Denise Garnier (González & Uribe, Costa Rica), Kristel Faith Neurohr (González & Uribe, Costa Rica)

www.marcasur.com

Amaya Ortiz (S. Ferrandis & Partners, Spain), María de los Ángeles Lombeyda (Lexim Abogados Ecuador), Marcos Mercado (Guevara & Gutiérrez, Propiedad Intelectual, Bolivia),Jhasmin Castañeda (Estudio Martinot Abogados SCRL, Peru), Isabel Triana (Greenberg Traurig, LLP, USA)

21

www.marcasur.com

MARCASUR EXCELLENCE AWARDS This is the third time Marcasur awards professionals who outstand during the year for their merits and contributions to Intellectual Property.

The ceremony was held in the Lobby Bar of the Hyatt Regency.

Juan Pittaluga (Marcasur, Uruguay) and and winner Luz Helena Adarve Gómez (Cárdenas & Cárdenas Abogados, Colombia)

Luiz Henrique O. Do Amaral (Dannemann, Siemsen, Bigler & Ipanema Moreira, Brazil), Juan Pittaluga (Marcasur, Uruguay)

Juan Pittaluga (Marcasur, Uruguay) with the winners: Alfredo Corral Ponce (Estudio Romero Corral Abogados, Ecuador), Fernando Becerril (Becerril, Coca & Becerril S. C., Mexico)

Eugenio Torres (Ferraiuoli LLC, Puerto Rico), Fernando Becerril (Becerril, Coca & Becerril S. C., Mexico), Marta Fernández Pepper (Muñiz, Ramírez, Pérez-Taiman & Olaya Abogados, Peru), Laura Collada Salcido (Dumont Bergman Bider & Co., S. C., Mexico), Carolina Fernández (Hausheer Belgrano & Fernández, Argentina), Jaqueline Querciola (Berkemeyer Attorney & Counselors, Paraguay), Alfredo Corral Ponce (Estudio Romero Corral Abogados, Ecuador) www.marcasur.com

22

INTERVIEW | ALVARO MOERZINGER

MONTEVIDEO

HE USED TO BE CHAIR TO THE EXECUTIVE COMMITTEE AT THE ORGANIZATION FOR THE PROHIBITION OF CHEMICAL WEAPONS (OPCW). CURRENTLY, HE IS THE URUGUAYAN AMBASSADOR TO THE NETHERLANDS AND VICE-PRESIDENT OF THE ASSEMBLY OF STATES PARTIES OF THE INTERNATIONAL CRIMINAL COURT (ICC). WE INTERVIEWED AND GOT TO KNOW THESE ORGANIZATIONS A LITTLE BIT BETTER.

24

Mi family name comes from Austria. My father came to Uruguay from Europe, just like many other European citizens did. I graduated from law school in 1975 and took part of a public tender as soon as I could and started working abroad. I have always been interested in international law and the Chancellery was a good place to work on this interest. My first destiny was Geneva and my first big conference was at the Intellectual Property Paris Convention. It was a very interesting experience; there I learned some diplomatic tips. After that, I specialized in economic issues. Then, I was negotiator in Hong Kong and Thailand, after which I went to Washington, to serve as Ambassador to the OAS. I was Director of the Administrative Secretariat of Mercosur and in 2014 I was appointed Chairperson to the OPCW Executive Committee and Vice-President of the Assembly of States Parties of the ICC afterwards.

www.marcasur.com

WORLD CITIZEN NOWADAYS I live in The Hague with my wife. I have four children: three boys and a girl. Two of them live in Uruguay, the oldest lives in Brussels and my daughter in Holland. I also have a granddaughter living in Argentina. The Hague is the third biggest city in the Netherlands, after Amsterdam and Rotterdam, with over 500,000 inhabitants. I heard the best description of the city from a French neighbor who said: “the best thing for foreigners is to move to Utrecht, very Dutch”. The bad thing about the city is the weather; it rains most of the time, but we have nice beaches and I can ride my bike to work.

THE THIN RED LINE Mankind has always used chemical weapons, Spartans did, and so did our native populations, who used poisoned arrows. The public alarm went off when the Germans carried out the first massive attack with chemical weapons during the First World War in 1915, in Ypres, Belgium. After that, those who had used it realized chemical weapons were not effective enough. In 1975, the United States of America used chemical weapons during the Vietnam War. During the Cold War, two world powers got prepared for chemical attacks; the USA government thought the Soviet Union would use chemical weapons against Germany, while the Soviet Union thought the West could engage in a chemical weapon attack. This was how each one of them created an arsenal with over 80,000 tones of chemical weapons. After

www.marcasur.com

the Iran-Iraq War, where so many people died after massive attacks, the alarm went off and Reagan and Gorbachov came to an arrangement near the end of the Cold War, which allowed putting some limits to the use of such weapons.

This agreement came to an end with the OPCW Convention. There was an arrangement among these two chemical weapon owners: “which was not effective, it is not viable from the financial point of view, it is more expensive to prevent stock from leaking toxic gas than destroying it, but we will prevent other countries to use them.”

FOR PEACE

arsenal within a year. This has not yet been accomplished, but process has been completed by 90 %. An investigation is being carried out to check if all weapons were declared. The OPCW won the Nobel Peace Prize in 213 for its work in Syria.

The United States and Russia have almost finished their weapon destruction process; they have reached almost 80 %.

According to the convention, 2015 was the deadline, but due to technical problems, this date has been pushed. Nevertheless, there is a strong commitment to destroying them as soon as possible.

Destroying these weapons is in their best interest; it is cheaper for them to do so.

The OPCW was created back then to prevent chemical weapons to spread, 191 countries have joined this organization ever since.

A Convention was created in 1992 where recommendations were made and decisions related to this issue were taken. I was part of negotiations for the dismantling of the Syrian armament. This was a very special case because the international pressure got Syria into the Convention; therefore the government was forced to say where the chemical weapons were. It was proven that chemical weapons were used in April, 2013, when 1400 people died. The USA blamed President Bashar al-Assad and his government. The President said that the rebels had used them, to which President Obama said: “well, the red line has been crossed”. This was how the dismantling was approved. Syria had to destroy its

After the OPCW I was appointed VicePresident of the Assembly of States Parties of the International Criminal Court (ICC). This is the last organization created by the international community after some incidents which resulted in negotiations for the Rome Statute, created by the Court. You should not confuse this with the International Court of Justice (where the Uruguayan paper industry issue has been discussed lately).

There are three relevant Courts within the United Nations: ICJ, ICC and the OPCW. There is also the Permanent Court of Arbitration and the International Law Academy. The ICC is a permanent instrument which regulates, classifies and allows sentencing those who have committed genocide, crimes against humanity, war and aggression

FULL STOP, NEW PARAGRAPH.

25

crimes. It also allows Head of States to be judged; traditionally, their acts were judged as State acts and were, therefore, immune.

The court consists of four bodies: Presidency; Pre-Trial, Trial and Appeals; Office of the Prosecutor (OTP); and Secretary.

Minister of Justice in Senegal is President of the Court, which also has two VicePresidents, one in The Hague and another in New York. Even though headquarters are located in The Hague, meetings are also held in New York. It has 124 members.

Departments consist of 18 judges from every country. The OTP is in charge of investigations; receives demands and decides where to investigate. The Secretary supports the service provided by the OTP and the judges.

to enter the Supreme Court, which is the last organization where Latin America can have any influence according to its tradition. Nowadays, the world is looking towards Asia and other big countries; this means the Court may be the last place where we could make a difference.

We are a very small mission. There are many things to negotiate; legal systems, for example. The Court intervenes when the country cannot judge. For example, it takes care of how witnesses are questioned and where guilty individuals remain prisoners; these issues are discussed and the president is the one to coordinate all tasks. Meetings never come to an end and take up 80 % of my time.

TO THE WORLD MY BEST ACHIEVEMENT Getting this job at The Hague is my greatest achievement. There were many interested in this job, but the decision was taken unanimously, meaning great support from my colleagues. It is a great challenge. Besides, Uruguay is a much related country: it was the first country

26

Holland is a very small country with an open view of the world. They are very receptive and efficient. It is one of the few countries to do things the other way round: it was a republic for three hundred years until monarchy took over.

Based on this tradition, monarchy is not its essence, like in Great Britain. No one

could imagine England without its monarchy. This is not the case for Holland, which means the monarchy is constantly under the spotlight.

I was present at the ceremony when Willem was sworn in at the Amsterdam's Nieuwe Kerk, after his mother abdicated The interesting thing is that they do not confer titles nor crown him; his realm depends on popular support. The King sworn loyalty to the Parliament and the members of the Parliament also took their oaths. People in Holland love their former Queen: she stepped aside for her son to take over: “now is your turn�.

This is the wealthiest monarchy in Europe and Queen Maxima is very much loved and respected in Holland. With her as a Queen, we are somehow closer to life in that country, or at least it makes them more interested in Latin America. M

www.marcasur.com

EVENTS | FERRAIUOLI LLC COCKTAIL

Ferraiuoli staff: Yadira Rosario, Victor Rodriguez, Maristella Collazo, Eugenio Torres and Yolisamar Vazquez.

PUERTO RICAN LAW FIRM HELD ITS TRADITIONAL COCKTAIL AT THE ANNUAL MEETING.

Ferraiuoli,

An INTA

Classic

On Sunday 22nd, the classic Ferraiuoli LLC reception, took place during the INTA Annual Meeting. The firm, leaded by Eugenio Torres, offered food, drinks, music and gifts, as well as a beautiful setting, decoration and style, all of which are characterizing features of this law firm.

The Harry's Poolside Bar & Grill, just a few meters away from the Orange County Convention Center, was the perfect venue for all guests to relax at the end of this weekend and rest from the ever exhausting two first INTA work sessions.

The pool was the center of attention, perfectly illuminated; guests gathered outside the bar to enjoy the nice weather of Orlando. The delicious paella and live music delighted everyone. It was the staff's kindness, however, the most important feature of this event.

Florida style 28

www.marcasur.com

¡Super! Sitting: Cecilia Alonso Ferrer (H. A. Puyo Patents & Trademarks, Peru), Yamila Droguett next to her husband Francisco Mattos Crespo (Moreno Baldivieso Attorneys at Law, Bolivia)

Feeling the night. Maricruz Villanea (Ideas Trademark and Patents, Costa Rica), Juan M. Sainz Joaquín Rovira (Elzaburu, Spain), Ana C. Arroyave (Ideas Trademark and Patents, Costa Rica), Fabiola Sáenz (Ideas Trademark and Patents, Costa Rica) and Luis Baz (Elzaburu, Spain)

Poolside In good company. Jesús Vázquez (Baker & Rannells, USA), Fernando Torres (Ipmetrics, USA), Juli Gutiérrez (Muñiz IP, Peru) and Eugenio Torres (Ferraiuoli, Puerto Rico) www.marcasur.com

29

MAIN ARTICLE

INFLUENCERS FAMOUS PEOPLE WHO INFLUENCE MILLIONS ON SOCIAL NETWORKS

42

www.marcasur.com

A famous pop singer posts her photo on social media. Simple and casual: she is posing in front of the mirror. She is wearing a t-shirt with the logo of a sports brand and a pair of jeans, which clearly belongs to the latest collection of some multinational fashion company. She has a soda on her hand and the latest smart phone on the other.

“Good night to all my fans, thanks for your support” she writes.

It seems like just another post, but actually, this is pure advertising. That tshirt, that jean and the soda, as well as her phone: all of them belong to brands with which the artist has made an arrangement. In exchange for that post, she gets thousands of dollars.

Right from the beginning of Hollywood, brands and movie stars have benefit from selling products together.

TV and radio commercials or posters on public spaces; the prestige that a celebrity can give to a product is quite tangible in terms of sales and positioning. Right from the birth of social media, marketing agents and advertising companies have focused on reaching the public at the lowest possible rate.

Pantene, Adidas and Apple with Selena Gomez; Dolce & Gabbana, Pepsi and FIFA with Lionel Messi; Coca-Cola Light and Keds with Taylor Swift.

These trademarks do their advertising by working with celebrities and their profiles on social media. Every Instagram photo, twit or Facebook post that these celebrities share have a price.

Who pays for them?

“INSTAGRAM IS WHERE FANS INTERACT THE MOST WITH THEIR IDOLS AND BRANDS” www.marcasur.com

31

QUALITY OVER QUANTITY A few days ago, singer Selena Gomez was crowned as the Instagram Queen.

This multifaceted celebrity and Disney movie star reached 69.3 million followers on this social network. This was how she overthrown her friend, Taylor Swift, who is second best with 69.2 million followers. Women have the lead on this platform; Kim Kardashian is third on this ranking, with 63.5 million followers, following Ariana Grande, with 63.1 million and Beyonce, with 63 million followers. The first man on this ranking is ranked 5th: Justin Bieber with 61.5 million followers.

Oddly enough, the singer thanked her fans by means of another social network: Snapchat. “Hi everybody, I'm the most followed person on Instagram thanks to you”, she says on a 10 second video. This is no coincidence; celebrities share their daily routine —with previous planning— on social networks, not only for attracting fans, but brands as well.

Leaving Facebook and Twitter aside, Instagram and Snapchat are the two new stars of the online world and advertising professionals are improving their online advertising techniques.

But for this recipe to be successful it is not enough to find popular celebrities, they also need to know how to keep their fans connected to this ongoing conversation.

Zerf, an international company that measures audiences on social media, published the 2015 report in October, revealing that those with the greater number of followers are not necessarily the most influential individuals. Experts on this company have published a

32

www.marcasur.com

Trending Engagement ranking, with which they can anticipate the reaction of fans to certain publications.

Zerf measured celebrities in all their different profiles online and realized that Instagram is where fans have more interaction with their idols and brands.

The top ten in the Influencers ranking is leaded by pop stars, football players and top models, in addition to celebrities like Gomez, Swift, Messi and One Direction members.

not have the right style, it may have the opposite effect on followers.

Federico de los Santos, strategy director at Pinky agency in Uruguay, explained that spontaneity is the key for using social networks as advertising platforms.

No matter how natural these posts seem to be, truth is that influencers are provided with these contests by advertising professionals to pass as their own.

THE NETWORK OF THE FUTURE STRATEGY Latin America also has influencers selling products on social media, despite the fact that audiences are much smaller in this region, depending on the country.

Cosmetic and technological products, as well as food, are the most common advertising posts that journalists and artists usually share on social networks.

Clarisa Lucciarini, executive director at Pimod, a Uruguayan advertising agency with strong digital influence, explained that influencers do not need to have that many followers. According to her, brands can make deals with influencers that have no more than 2000 followers “as long as he (or she) shares the company's values with the public efficiently”. Pimod and other advertising companies measure interaction based on “likes” and comments on these profiles.

“Style in these Instagram or Twiter contents is crucial. It must be casual, familiar and in accordance with what the influencer usually posts on his or her profile” she explained. If the post does

www.marcasur.com

The future of social media is unknown; no one knows when a new revolutionary network will come up, changing the way we communicate, could be next year, two months from now or even next week.

Globally speaking, all eyes have been on Snapchat for the last year and a half. This platform was born in Stanford, in 2010, with a university project, but it became popular among young people and teenagers in early 2014. The app consists of picture and video exchange. Several entertainment, communication and advertising companies are trying to learn how to monetize and spread messages on this app, which is part of the digital world's immediate future, mainly for youngsters.

For now, Lucciarini explains, it is important to “create content that the audience finds harder to screen”. The public grows impervious to advertising and professionals know this; they now face the challenge of re-inventing themselves without exhausting this resource, which is, for now, accepted by the audience.

“THE TOP TEN IN THE INFLUENCERS RANKING IS LEADED BY POP STARS, FOOTBALL PLAYERS AND TOP MODELS, IN ADDITION TO CELEBRITIES”

33

BRANDS PAY UP TO USD 300 PER TWIT TO CELEBRITIES First of all, digital advertising agencies carry out a detailed market research on the profiles of potential influencers.

Afterwards, the celebrity is presented with this research, its most popular accounts are defined and a specific online profile is outlined. This will increase or diminish the inflluencer's commercial prestige. In most cases, he or she is trained to know what to post and how to do it, to avoid unwise distinctions between personal and commercial contents. “Everyone has their own policies and when working with a brand, these policies are

34

negotiated� explains Clarisa Lucciarini.

Payment per publication depends on the celebrity. No surveyed agency provided specific information regarding payments.

Nevertheless, a source related to advertising revealed that brands pay influencers between USD 50 and USD 300 per promotional twit. M

Author: Facundo Macchi, journalist.

Originally published on El Observador Newspaper, Montevideo, 3/19/2016.

www.marcasur.com

EVENTS | UHTHOFF, GOMEZ VEGA & UHTHOFF

111 great Mario Ponce, Verónica Uhthoff, Adriana Ponce, Carlos Uhthoff and Eugenio Pérez

years

Fernando Barreda (Barreda Moller, Peru), Maribel Palma, Carolina Lagos, Estudio Villaseca, Chile), Max Villaseca (Estudio Villaseca, Chile) General

36

Design, gastronomy, technology, architecture, music and great atmosphere combined at the Dr. Phillips Center for the Performing Arts, one of the most emblematic and beautiful buildings in Orlando, where Uhthoff, Gomez Vega & Uhthoff welcomed clients and friends during the INTA 138th Annual Meeting.

“Celebrating 111 years” was the leitmotiv of the event held for celebrating the firm's anniversary. On May 22nd, three of the magnificent floors at Dr. Phillips Center for the Performing Arts were at Uhthoff's disposal, who divided each one of these based on food, beverages and music, www.marcasur.com

COLUMN | TOPICAL ISSUES

WHAT IS NOT ON THE PANAMA PAPERS

By Daniel Lamas As we all know, the Panama Papers case was the biggest confidential information leak ever suffered by a firm. From a legal stand point, these pieces of information, published in almost every media in the world is the result of illegal activity. Such spurious origin has not been that much discussed. I have not read any piece of information mentioning this detail, but rather mentioning the “journalist research” —which this was not, despite the fact that journalists in Washington (belonging to the International Consortium of Investigative Journalists) were the ones who received, processed and screened the information, deciding which was to be published or not. This “independent” organization is financed by the Adessium Foundation in Holland, the Ford Foundation in the US and the Open Society Foundation —the philanthropic arm of George Soros— 38

which makes some believe it is not that independent.

This Panamanian law firm is the fourth biggest firm to create off-shore societies.

This means that there are hundreds of firms around the world located in tax heavens that create and sell offshore entities to clients, to other law firms, banks of financial institutions. Meaning that the Panama papers are just the tip of the iceberg; there are a great number of transactions that go through this kind of societies.

This takes us to the following question: what exactly are tax heavens and offshore entities and why do they exist?

There are several States around the world where it is legal to create entities with assets or investments abroad paying no particular tax. The other sides of this story are Tax hells, countries where excessive taxing falls on people or

companies that live or exist within its territory, regardless of their residence.

Therefore, some end up paying twice: first at the place where the assets are located and once again at their place of residence.

It is well known that companies prefer to be located where conditions are best for them, especially where tax incentives are offered. Something similar happens with people; when people have savings, they prefer to invest where is safe, profitable and discreet. In Latin America, we have experienced bank crisis, dollar clamps, defaults and out-of-control inflation, which in some cases left in people —those who where “patriotically” putting their savings in their local banks— penniless. If national bureaucracy, growing in need for contributors, were more cautious in their expenses, taxes would likely drop and www.marcasur.com

there would be no need for tax heavens at all. But there is another thing no one has mentioned: the right to privacy to which thousands of people were entitled to and which has been violated by journalists who did not separate the wheat from the chaff, therefore tarring innocent people with the same brush as drug dealers, thieves, politicians and corrupt businessmen. Nor it has been said how the image of some professional organizations and companies has suffered, despite the fact that they were not involved in any illicit or unethical activity.

Journalism plays a mayor role in today's democratic societies by reporting corrupt activities, which are currently a global plague and from which no political party or institution is free. Nevertheless, when faced with a

www.marcasur.com

breaking piece of news, they are not entitled to go over other people's rights, especially if they have committed no ethical or moral transgression.

It would be useful that a journalistic investigation was carried out, in order to find the real motives for the existence of tax heavens, tax abuse, unnecessary public expense, drug dealing and corruption, especially when involving supposed public servants.

Daniel Lamas, attorney at law. Email to: dlamas@lamasgrimaldi.com.uy

julio

/ SETiEMBRE 2 0 1 6

59

EVENTS | DUMONT BERGMAN BIDER & CO. S.C.

Once again, colleagues, friends and clients enjoyed a great evening organized by Dumont Bergman Bider & Co. S. C., on May 23rd, during the INTA 138th Annual Meeting, held in Orlando.

On this occasion, the reception was held at the Cuba Libre restaurant, a colorful venue with colonial Caribbean setting that took attendees back to old Habana.

Partners Laura Collada and Armando Pinto, Patent subdirector Karla Islas, along with other thirteen members of the team, welcomed their friends, colleagues and clients.

Hosts offered delicious welcoming mojitos, dishes and deserts, in addition to several other drinks, including micheladas —which is prepared with beer, lemon and spicy sauce— and even Habana cigars, which were twisted on spot, on the blue and lavender scenario.

Nearly 700 guests enjoyed, like every other year, a nice evening and said their farewell with a gift from Dumont Bergman Bider & Co. S. C.

Mexican taste

Staff of Dumont Bergman Bider & Co. S. C.

Dumont Bergman Bider & Co

A crowded event 40

www.marcasur.com

Graciela Pérez de Inzaurraga (Hausheer Belgrano & Fernández, Argentina), Bárbara Dollstadt (Berkemeyer IP, Paraguay), Sharmistha Julka (Remfry & Sagar, India), Laura Collada (Dumont Bergman Bider & Co. S. C., Mexico) and Ashwin Julka (Remfry & Sagar, India)

Partners. Armando Pinto and Laura Collada

Fabrizio Miazzetto (Salvador Ferrandis IIP Legal, Spain), Karina Calderón (Comte & Font, Guatemala), Salvador Ferrandis (Salvador Ferrandis IIP Legal, Spain) and María Isabel Saravia de Marroquín (Comte & Font, Guatemala) www.marcasur.com

41

STORY OF A FIRM | ESTUDIO VILLASECA Y CIA. 100 YEARS OF HISTORY

Portrait of Federico Villaseca Mujica, founder of the firm.

View of the street where the fist office was located in Agustinas and De Ahumada st.

IN THE VILLASECA CHILEAN LAW FIRM FEDERICO VILLASECA Y CIA., PRESTIGIOUS LATIN AMERICAN FIRM, IS CELEBRATING ITS 100TH ANNIVERSARY.

STRONG PHILOSOPHY.

This is probably one of the few law firms entitled to claim to have changed the course of the IP history in Chile and all Latin America. Non of which would have been possible if it were not for its founder, Federico Villaseca Mujica, who understood, back then, that there was a new promising legal specialization growing strong in Chile: Intellectual Property.

Inspired by what was happening abroad, Federico focused his professional activity on creating a law firm specialized exclusively in this area.

In 1916, along with his brother in law, Carlos Castro, a lawyer who specialized in international law and diplomacy, he founded the firm.

A few years after, Bernardo Luchsinger, Chilean, who —thanks to his technical

42

and linguistic abilities— strengthened relations with Switzerland and other countries, joined the firm. He was also in charge of administrative procedures for granting invention patents.

IDENTITY. Mr. Federico's story is also a love story: he was married to Adela Ossa Nebel, with whom he had ten children, but he was also in love with both the legal profession and his country, Chile.

He was a prestigious attorney both in his country and abroad: Mining Law Professor at the Chilean University, member of the Mining Code Commission and legal advisor of big mining foreign companies.

He was an interesting and generous man, an entrepreneur with professional curiosity and discipline.

He was an interesting and generous man,

an entrepreneur with professional curiosity and discipline.

In 1937 he made a proposition to the Chilean government: using private capital to build a tunnel between Santiago and Valparaiso. Travelling from one side of the tunnel to the other would have been much faster. Back then, this project was not approved and the tunnel was finally built 27 years later; it is now called Lo Pardo Tunnel At the beginning, partner Carlos Castro, excellent diplomat, was in charge of the professional networking. Sadly enough, Mr. Carlos passed away very young, a few years after the firm was incorporated. Then, Mr. Bernardo Luchsinger, collaborator of the firm, finally became partner. His sharpness and organizing skills were great contributions to the organization.

www.marcasur.com

Don Federico had a very strong vocational relationship with his profession.

Don Federico's son, Federico Villaseca Ossa, took up the presidency in 1969.

Current partners. From left to right: Mr. Federico's grandsons, Eduardo Molina Villaseca, Max F. Villaseca Molina and Sergio AmenĂĄbar Villaseca, Bernardo Serrano Spoerer (husband of one of the founder's daughters) and Felipe Pavez SepĂşlveda

Don Federico Villaseca Ossa was succeeded by his brother, Sergio Villaseca Ossa

View from the current office in Las Condes

UNIVERSE Truth is that founding partners were facing a great challenge: how would they successfully manage a firm specialized (exclusively) in an almost unknown practice area?

GOOD RESULTS. There is no doubt: they succeeded. It took talent, strength and professionalism to open their first office, which had 100 square meters and was located on Agustinas and De Ahumada st., at the very core of Santiago city, three blocks away from the main square. Five people worked at this office, clients started to came to their door: E. I. DuPont De Nemours, Eli Lilly and Company, Armour Company, Peps dent Company, Standard Oil Company, Fisher Body Corporation, Packard Motor Car Co., Coca-Cola Company, Wrigley Company, Radio Corporation of America, Colgate Co., Firestone and Co., www.marcasur.com

Gillete Saftey Razor Co. and many other famous companies, many of which are still clients to the firm.

TO READ AND TELL. Back then, communication with clients that were located abroad was mainly by mail.

Incoming ships at the Valparaiso port, three or four hours away from Santiago, were in charge of the firm's professional communications.

Under these circumstances, work became scarce between arrivals and departures. Taking advantage of this situation, some members of the firm used to go to Valparaiso and wait for mail to arrive; this was an opportunity to enjoy local food at the port.

THE SUM. Mr. Federico passed away in 1969 and was succeeded by his son, Federico Villaseca Ossa, who was then

succeeded by Sergio Amenabar Villaeseca, grandson of Mr. Federico.

In 2011, Sergio Amenabar became counselor, and Mr. Bernardo Serrano Spoerer, husband to the founder's granddaughter, became president of the firm. Current partners are: Bernardo Serrano Spoerer, Mr. Federico's grandchildren: Max F. Villaseca Molina and Eduardo Molina Villaseca and from outside the family circle: Felipe Pavez Sepulveda, in charge of the Rights Enforcement Department.

WITH HONORS. To understand the spirit of Villaseca, we need to know that its members have contributed to the evolution of the IP national legislation; they have always belonged to different associations related to this area.

Federico Villaseca Ossa, Sergio Amenabar 43

Villaseca and Max F. Villaseca Molina, have all been chairs of the Chilean Intellectual Property Association, the Chilean Group of the AIPPI. They have been relevant members of international associations, such as AIPPI, INTA, FICPI, ASIPI, etc. Bernardo Serrano Spoerer is member of the FICPI Executive Committee on behalf of Chile and Sergio Amenabar Villaseca, current General Counsel of the firm, is also former president of ASIPI, President of Honor and Member of its Court of Honor. Respecting and reinforcing the strictest standards of professional ethic and solidarity have been key elements to be part of these associations. They have lately created an Innovation Area which has been busy working with Universities and new entrepreneurs.

GREAT TIMING. Nowadays, the firm consists of 14 attorneys and 7 engineers, including all specializations within IP and related areas, such as trademarks, domain names, patents of invention and copyright. The firm provides full

44

service, starting with preliminary research, constitution of rights, litigation and finally, enforcement.

In addition to this, the firm also has a Corporate Practice Department, assisting clients during the negotiation and celebration of contracts, necessary for IP enforcement. At the same time, this Department provides support to the Innovation and Development (I + D) Area regarding legal issues.

EXTRA MOTIVATION. They already have a hundred years of landmarks behind them but truth is that the firm is not willing to lower its pace, on the contrary. Its members constantly appear ranked in the main international rankings, such as Chambers, World Trademark Review, Who's Who Legal, Managing Intellectual Property and The Legal 500, among others. Their main clients are Colgate Palmolive, Novartis, The Bank of Nova Scotia, Bristol-Myers Squibb, DuPont, Philips, NBA, MasterCard, Sika, Japan Tobacco, Calor, Apple, Wrangler, Seiko,

Universal Studios, Citizen, Hunter Douglas, Tyco, Sanrio Company, F. Hoffmann-La Roche, Microsoft, Eli Lilly, Syngenta, Burger King, Mattel, Puma, IBM, Sony, Thomson Reuter, Cerveceria Modelo S. A. de C. V., The Coca-Cola Company, Hilton Hotels, Caterpillar, General Electric, Dow Chemical, Fox, Grupo Salcobrand, Universidad de Chile, Universidad Catolica, Universidad de Santiago, Soquimich, Agrosuper, Banmedica and Grupo PizarreĂąo, to name a few.

Mr. Federico Villaseca Mujica had a clear vision and his legacy is still alive, with its traditional enthusiasm and professionalism. M

www.marcasur.com

EVENTS | BECERRIL, COCA & BECERRIL COCKTAIL

You can hear a great band playing while you go up the stairs, which is how you know you are almost there… When you look up to the dawn sunlight, through the picture windows surrounding the place and see friends and colleagues gathered to talk and share good moments: that means you are home.

The Becerril, Coca & Becerril reception was held at the De Voss Family Room of the Dr. Phillips Center for the Performing Arts. The good vibe grows stronger as friends and colleagues reach the place. Original and delicious snacks season the evening while the band plays those classics that fill us with happy memories.

When the sun starts its way down, the picture windows are opened, leading to a terrace with one of the most beautiful sights Downtown; a great scenario for the sunset, while the sunlight through the clouds offers a wonderful natural s h o w, a f t e r w h i c h c a m e t h e extraordinary night landscape, with the moon as its protagonist.

46

Becerril, Coca & Becerril, An Art Form

Carmen Prieto (Jorge Mera & Villegas, Dominican Republic), José Vicetto (Izquierdo & Vicetto, Argentina), María Belén Levoli (Izquierdo & Vicetto, Argentina), Fernando Becerril (BC&B, Mexico), NuriaBecerril (BC&B, Mexico) and Héctor Chagoya (BC&B, Mexico)

Emilio Gárate (BC&B, Mexico), Enrique Caamaño (BC&B, Mexico), Felipe Claro (Claro & Cía. Chile) and Fernando Becerril (BC&B, Mexico)

Selfies around the terrace are in order; this is a unique scenario for an unforgettable picture. New and old friends meet; couples dance, food and drinks keep guests well provisioned. Joy is in the air.

Time goes by without notice. The event comes to an end at ten. Everyone at the

BC&B is happy to have shared these moments with friends and colleagues.

Promises of future encounters are made. Music plays until the end and we all know we will meet again. See you at the next INTA Meeting.

www.marcasur.com

Scott Lebson (Ladas & Parry, USA), Sean Wilke (Ladas Domains USA), Francesca Montalvo (Ladas & Parry, USA), Víctor Adames (BC&B, Mexico) and Matthew D. Asbell (Ladas & Parry, USA)

Rock n´Roll, Andrés Zapata (Atoz Legal Consulting, Colombia), Oscar Mago (OMC Abogados & Consultores, Peru), Enrique Caamaño (BC&B, Mexico), Omar Velarde (BC&B, Mexico), Javier Mejía (Mejía Escobar & Asociados, El Salvador) and Ignacio Martínez (Aguayo, Ecclefield & Martínez, Chile)

Mariana González (BC&B, Mexico), David Orms (Polson Intellectual Property Law, PC, USA), Margaret Polson (Polson Intellectual Property Law, PC, USA), Elisa Morales (BC&B, Mexico) www.marcasur.com

julio

/ SETiEMBRE 2 0 1 6

67

COLUMN | LEGAL MARKETING

Videomarketing at law firms

By María Victoria Pereira

MARKETING STRATEGIES FOR COMPANIES ARE INCREASINGLY INVESTING MORE TIME AND RESOURCES ON VIDEOMARKETING. THIS NEW TECHNIQUE CONSISTS OF USING A VIDEO OR AN AUDIOVISUAL PRODUCT AS YET ANOTHER MARKETING TOOL AND IT HAS BECOME A KEY PRODUCT FOR ADVERTISING PRODUCTS, SERVICES AND CORPORATE IMAGES. Videomarketing in the legal area

we show them who we are and how our law firm works.

Oratory. Attorneys have to be good speakers and videos allow them to show their abilities.

Content Marketing. This is the best format for content and positioning the firm.

Positioning. Comparing with text, videos are sixty times more likely to appear on the first Google pages.

This is a widely spread advertising technique, but not so much in the legal area. Some of the reasons why firms should start using this powerful technique are:

Impact. It catches the user's attention and helps retaining information. Images cause grater impact than written words.

Videomarketing planning If we have already decided to use this technique, we should bare some things in mind:

Connection. It allows direct, immediate and intimate connection. A video is the most effective technique for showing our true self. Prospects feel closer to us when

Trust. Provided that our service is intangible, images are important for making it tangible, create trust and bringing us closer to the client.

Coherence. Contents to be included should be part of and coherent with the marketing strategies of the firm. They should be consistent with our social

48

www.marcasur.com

network profiles, blogs and website.

Purpose and strategy. Before making a video, we should decide what it is we want to communicate, what message we want to send our clients and more importantly, which is the purpose of this video. There can be different purposes: launching the firm, showing professionalism or sharing work sessions and seminaries to show the expertise of the firm in specific matters.

Target. We need to decide which the target audience of this video is.

Type of video. It could be corporate, advertising, an interview, the experience of a client working with the firm or just include technical content.

Corporate Image. We should know exactly what elements we have (logo, isotype, typography, colors, as well as complementary graphic elements that we

www.marcasur.com

want to include). It is very important to achieve a coherent audiovisual content that is consistent with the corporate image, taking it forward, using the video to get the message through.

Communication channels. It is necessary to define which communication channel(s) we are going to use: fixed images (photos) or video recording, animation, screencast (digital recording of computer screen output), voice over, music, text‌ There are several aspects to define in order to achieve a high quality and consistent video.

Script. Once we already know what it is we are communicating and through which channels, we have to put a script together. This is the most important document of the process, provided that it contains everything that shall be included on the recording, that is, what shall become images and sound.

Length. It is advisable that the video does not last longer than three minutes; between one and two minutes would best.

To sum up, this is a new tool to which the legal area is slowly adapting, but there is no doubt that using this innovative technique can make the difference.

Videomarketing is currently a big positioning opportunity, take it!

Maria Victoria Pereira is a legal marketing and business development consultant, who specializes in Latin American law firms.

Email to: victoria@pereiramarketing.com For more information go to: www.pereiramarketing.com

49

ATTORNEYS IN THEIR FREE TIME

HAPPY SPARE TIME WE INTRODUCE YOU TO GABRIEL PITTALUGA AND ADOLFO LOPEZ TO TELL YOU EVERYTHING ABOUT THEIR FREE TIME ACTIVITIES. Gabriel Pittaluga, attorney at Pittaluga Abogados in Montevideo, tells us all about how surf, the most fun and popular aquatic sport in the world, changed his life.

He started surfing, with no other intention but to catch waves, at the age of three. “I remember I was at the beach in Punta del Este, with my parents, when I first saw surfers catching giant waves. I stared at them for hours”. His father saw 50

this, and gave him his first surfboard the next day. This was very wise.

He remembers his first experiences as difficult but fun. With the surfboard under his feet, with no clue but a lot of enthusiasm, he learned the moves and some technique. “Surfing is different from all other sports” he explains. “You feel a mixture of adrenaline and peace, speed and easiness; once you have experienced this, you never want to stop”.

Basically what he does for practicing this sport is the following: a day before practicing, he checks the wave report online and decides which beach to go. He gets up at 6 am and has a big breakfast —he needs lots of energy for this— and then goes on to the beach with the best waves. Once he is there, he does some stretching and looks for a good entering spot. “To see the sunrise from the water is just spectacular”.

Even though he considers himself to be an adventurer, Gabriel explains that the most difficult part is surfing during winter.

“When water reaches three or four degrees cold it freezes your muscles and it gets complicated”; occupational hazard.

Once, surfing in Jose Ignacio, he came across a dolphin. “I caught a wave and www.marcasur.com

when I tried to sand on my feet we crashed” the result? “Nothing happened to the animal, but I fell on my head on top of the board and ended up with three stitches on my eyebrow!” Still, nothing can stop him from practicing this sport.

In Montevideo, he even practices at Malvin beach every now and then.

We know that Adolfo Lopez Moreno (Managing attorney at Ayala & Lopez Abogados in Caracas), loves good wines and attends wine tasting courses.

In 2014, a group of friends presented him with a Wine Encyclopedia. “It was very educational and complete. I still keep it” he says grateful.

Through this reading, he approached the wine world for the first time and he realized how interesting it was. “I started tasting wines from different parts of the world. The more wines I tasted, the more exigent and curious my palate became” he explains.

“Natural production of wines is not a characterizing feature of Venezuela; nevertheless, it produces quite acceptable red wine varieties such as tempranillo or petit verdot” he says. His interest grew so strong that he even takes international IP congresses as an opportunity to visit different wine routes; Santiago de Chile, Napa Valley, California and Mendoza, Argentina.

“The wine route experience is extraordinary; I visited vineyards and beautiful landscapes, I also had meals in excellent restaurants where I could taste wines that are not commercialized, which are offered at the vineyards exclusively. Also, I consider myself a foodie, for which I really enjoy combining food with different wines.”

No matter your aptitudes, it takes

www.marcasur.com

training to be a good wine taster; the more you practice, the more you appreciate aromas. This is why, after the encyclopedia, Adolfo took some courses that encouraged him to taste wines from all regions. If you want to become a wine taster, you should follow these advices.

Basic lessons for wine tasting are: first, paying attention to what you see; three quarters of a finger works for tasting, if you fill the class you won't be able to move it, and you should let it rest for a little wile. When possible, look at the glass over a paper or white cloth. There are two stages for the smell, holding the glass still and moving it. Finally, tasting it. This is how you will learn about wine.

Adolfo dreams of organizing a “blind wine tasting” among friends.

“I remember once a teacher said something to me that I always remember.

There are no 'experts' just 'connoisseurs', provided that expertise is achieved only when the subject remain unchanged throughout time, and this is not the case for wine; even when you drink the same brand and grape variety, if they are from different years, they will taste and smell different.”

He looks forward to visiting new wine routes. “I want to go to The Tuscany in Italy and to Ribera del Duero in Spain, where my favorite wines are produced.”

What is the hardest part? “Accepting that a lifetime won't be enough for tasting all wines in all regions around the world” he says with a smile. M

julio

/ SETiEMBRE 2 0 1 6

71

THIS EDITION IS SUPPORTED BY: