During the session, key aspects such as the international trademark protection, in order to avoid legal conflicts and strengthen global positioning. It will also explore how to carry out a successful rebranding without losing brand identity, showing Real cases such as MOEVE, which will provide a practical perspective on this process.
In addition, it will be analyzed the role of intellectual property as a tool for competitiveness for startups, providing keys to protecting innovation from the early stages. A second block will delve into the challenges and opportunities posed by the use of artificial intelligence in the business environment, distinguishing between trends and real value. Another highly topical issue will be the legal impact of covert advertising and working with influencers, a critical area for companies operating in digital environments and social media.
This meeting will bring together experts in intellectual property, digital law, innovation, and communication, providing companies with concrete tools to make informed decisions, protect their unique value, and grow with legal certainty in international markets.
PROGRAM
09:15 a.m. Attendee registration
09:45 a.m. Institutional opening
Mr. Saúl Jiménez, International Trade Advisor to the Madrid Chamber of Commerce
BLOCK I
10:00 a.m. The brand and the keys to its international protection
Mr. Francisco Javier Mérida Rodríguez, IP Legal Counsel at Telefónica
Ms. Carmen González, Director of the Baylos Agency
Moderated by Ms. Cristina Iglesias, Baylos Senior Associate
10:30 a.m. Rebranding: How to update your brand without losing your identity. Success story: MOEVE
Ms. Teresa Flores Hernández, Head of Brand & Sponsorship at Moeve
Mr. David Gómez, Managing Partner of Baylos
Moderated by Ms. Morgan Schaaf, Baylos Senior Associate
11:00 a.m. How to Improve Startup Competitiveness Through Intellectual Property?
Ms. María Molina, Senior Associate, Baylos
Ms. Eloísa Maté, Senior Associate, Baylos
11:20 a.m. Coffee break
BLOCK II
11:40 a.m. Use of AI in business: hype, opportunity, or risk?
Mr. Alejandro Sánchez del Campo. Advisor on Innovation and LegalTech. Expert lawyer in
IA. Creator of the podcast “Legalqué”
Ms. Sonsoles Sánchez, Senior Associate, Baylos
Moderated by: Ms. Paloma Arribas, member of Baylos
12:10 p.m. Covert advertising and influencers: where are the legal limits?
Mr. Eduardo García Alier. Co-founder of Soy Olivia Media Group
Ms. Patricia Guillén, Senior Associate, Baylos
Moderated by Ms. Sara Santos, Founding Partner of Venize Comunicación
12:45 p.m. Closing of the day
Mr. David Gómez, Managing Partner of Baylos
Date: The October 30
Time: 09:30 p.m. to 13:00 p.m.
Location: Plaza/Independencia n 1
28001 Madrid, Madrid
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