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Off the Shelf, the Global Consumer Goods & Retail Industry Video Podcast, provides short practical legal insights into the key issues affecting consumer goods and retail (CG&R) businesses.

CG&R and Sustainability Video Chat Series: IP and Data in Green Innovation

Increasingly, the desire for CG&R companies to include references and claims about their sustainability stems from the demand by consumers to know more about the brands they engage with, particularly their sustainability credentials, and this is driving this trend for green/sustainability claims to be increasingly featured and promoted.

Sustainability and Green Innovation

Data and IP in green innovation play an important role in CG&R businesses and in this new episode, partner Eva-Maria Strobel is joined by Renata Amaral, partner at Trench Rossi Watanabe Sao Paulo*, to explore key legal considerations from an IP & data angle that companies should consider in relation to green innovation, including what elements are crucial to address sustainability/meet ESG goals and the competitive advantage IP rights give while undertaking your sustainability journey.


*Trench Rossi Watanabe and Baker McKenzie have executed a strategic cooperation agreement for consulting on foreign law


In this episode, Julia Hemmings, a partner in our IP and data and technology practice in London, and Rebecca Lederhouse, an IP counsel based in our Chicago office, discuss the role of marketing in green innovation and the increasing regulatory scrutiny around green claims in advertising. They focus on green claims as a key area of regulatory focus, key tips and tricks to consider when using green claims in advertising, and what’s next in the pipeline from a US and EU lens.


Patents, Plant Variety Rights and Trade Secrets

In this episode, partner Mackenzie Martin  and senior associate Tanvi Shah of our IP and data and technology practice, discuss the role of patents, trade secrets and plant variety rights in green innovation – and in particular how they incentivize and promote technological development.



In this episode, partner Nathalie Marchand from our Paris office is joined by special counsel Grace Wong from our Hong Kong office to explore differing collaboration trends and entities in green innovation, considerations regarding green innovation agreements including background and foreground IP rights, protecting the confidentiality of green innovations and how to navigate a termination of the collaboration.



In this episode, partner Eva-Maria Strobel  and senior associate Tiffany Conley in our IP and data and technology practice discuss green trademarks in green innovation that includes various types of trademark protection and rapid developments in this space, key challenges when registering green trademarks, navigating the revocation of registered trademarks based on deceptiveness, and looking ahead to new trends and developments from both a European and Asia Pacific lens.


Data and Artificial Intelligence

Artificial Intelligence (AI) is regarded as a fundamental enabler of green initiatives. In this episode, partners Francesca Gaudino and Carlos Peniche of our IP and data and technology practice discuss the role of green technologies, data and AI in green innovation including “red” and “green” AI, regulation of AI in Europe, how AI interacts with sustainability in practice and looking ahead to developing environmentally sound technologies that are sustainable enough to face the environmental challenges that the world faces when it relates to its impact to the environment.


Audio Podcasts

Episode 16: New Brand on the Block(chain): Consortium Considerations

Episode 15: Joining the Block(chain) Party

Episode 14: Blockchain Basics for Brands

Episode 13: Sustainability and Competition Law, the Inside Story

Episode 12: Sustainability and Competition, to Collaborate or Not to Collaborate?

Episode 11: Online Retail Is Here to Stay – Don’t Forget the Basics!

Episode 10: Online Retail Is Here to Stay – Digital Deliberations

Episode 9: COVID-19 and Commercial Behavior – A Renewed Approach to Competition?

Episode 8: COVID-19 and Commercial Behavior – On the Road to Recovery, Playing it Safe

Episode 7: COVID-19 – Renewal – Avoiding Marketing Mishaps

Episode 5: COVID-19 and Retail Real Estate: Renewal – Rethinking Brick & Mortar

Episode 4: COVID-19 and Retail Real Estate: Recovery – Back to Business

Episode 3: COVID-19 and CG&R Employers: Renewal – Preparing for Business Beyond COVID-19

Episode 2: COVID-19 and CG&R Employers: Recovery – Weathering the Storm

Episode 1: COVID-19 and CG&R Employers: Resilience – Immediate Concerns and Considerations

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Eva-Maria Strobel is a partner in Baker McKenzie's Zurich office. She is a member in the Firm's global IPTech Practice Group, chairs the EMEA IPTech Practice Group and heads the Swiss IPTech team. Eva-Maria is admitted to the bars in Switzerland and Germany, and worked in the Firm's Frankfurt office prior to relocating to Zurich. Legal 500, Chambers, WIPR, Managing IP and WTR 1000 praise Eva-Maria as one of the leading trademark lawyers in Switzerland.


Renata Campetti Amaral joined the firm in 2002 and became a partner in 2013. She is the head of the firm’s Climate Change, Environmental Law and Sustainability group in Brazil, and the leader of Ablfs McKfnzif’s global climate change group in Latin America.  Is also the coordinator of the sustainability initiatives conducted by the office’s B-Green Committee.

Renata assists the major players in the Brazilian market in Nature-bases Solution (NbS) projects, transaction of carbon credits, implementation of decarbonization strategies and carbon-related advocacy and regulatory matters. Renata leads several of the largest environmental and regularization cases in the country. She has extensive experience in sustainability matters, as well as in managing crises and negotiating with stakeholders.

Advises on negotiating with authorities; judicial and administrative litigation; reviewing environmental aspects of institutions and financial operations; drafting environmental provisions in contracts and other commercial operations. Renata has extensive experience in dealing with environmental management, legal auditing and other organizational practices; regulatory and institutional analysis and environmental control; negotiation and implementation of environmental remediation plans; environmental licensing; legal aspects of biodiversity protection; environmental crisis management; development of preventive policies and strategies for companies; negotiation and drafting of contracts for the purchase and sale of carbon credits and acting in transactions related to various aspects of the energy transition.

*Trench Rossi Watanabe and Baker McKenzie have executed a strategic cooperation agreement for consulting on foreign law.


Julia Hemmings is a partner in Baker McKenzie's IT/Commercial Group based in London. Together with Helen Brown, Julia heads up the Consumer and Commercial Advisory Practice. Julia joined the Firm in 2001 and also worked in the Sydney office from March 2006 to March 2008.


Rebecca helps clients register, protect and enforce their intellectual property in the US and abroad. Prior to joining Baker McKenzie, Rebecca was a partner at an international law firm and more recently was in-house counsel at a large retailer where she handled brand strategy, brand managing and re-branding initiatives.


Mackenzie Martin co-leads the Firm's Global Patent Practice and is a member of the Firm's North American Intellectual Property & Technology and North American Trial Team Steering Committees. She focuses on intellectual property litigation, counseling, licensing, and portfolio strategy matters. She has significant experience in patent and trade secret litigation actions in federal district courts, before the US International Trade Commission, and before the United States Patent and Trademark Office Patent Trial and Appeal Board. Mackenzie was named as one of the "Lawyers on the Rise" by Texas Lawyer in 2016, was given the Rising Star Award for IP at Euromoney's 2017 Americas Women in Business Law Awards, and was selected as a Rising Star for intellectual property litigation in Super Lawyers in 2017 to 2021.


Tanvi is a Senior Associate and Solicitor-Advocate in Baker McKenzie's London Intellectual Property team, having joined the firm in August 2016. She has particular expertise in patents and is recognised by the Legal 500 as a key lawyer in the UK for Patents (Contentious and Non-Contentious). During her career Tanvi has also gained in-house experience having been seconded for a year to the in-house R&D legal team of a global pharmaceutical company, focused on providing legal support for clinical trials across Europe, and for three months (on a pro bono basis) to Cancer Research UK's legal team. Prior to becoming a solicitor Tanvi obtained an MSc degree in Chemistry from Imperial College London and carried out research in the field of biophysical chemistry at the Ludwig-Maximilians Universität, Munich (Germany).


Nathalie Marchand practices in the Intellectual Property Group of Baker McKenzie. She has developed extensive experience in complex intellectual property litigation before French courts. She assists companies in the protection and exploitation of intellectual property rights including the drafting and negotiation of IP agreements and on IP aspects of transactional matters. Nathalie Marchand joined Baker McKenzie from Jones Day in 2011 and was appointed Partner in 2015.


Grace Wong is a special counsel in Baker McKenzie's Hong Kong office. She manages a number of high profile trademark portfolios for MNCs and advises on general IP issues and technology transactions. Grace has acted for public and private sector clients globally in a wide spectrum of industries.


Tiffany Conley is a foreign registered lawyer in Baker McKenzie's market leading Intellectual Property practice in Hong Kong. She specializes on trademarks, copyright and commercialization of Intellectual Property and has acted as lead lawyer on numerous IP matters for some of the world's most well-known and recognizable brands. Tiffany is the Firm's Lead Lawyer for the Asia Pacific Cosmetics Industry Sub-Group of the Consumer Goods and Retail Industry Group. Tiffany's practice comprises of global and regional IP portfolio management, brand strategy and protection, contentious and non-contentious IP matters, regulatory advice including food and cosmetics product labeling advice, Registered Design, Domain name and Copyright matters. She also specializes in the commercialization of IP and regularly advises on licensing, franchising, NDA's and related matters.


Francesca Gaudino is the Head of Baker McKenzie’s Information Technology & Communications Group in Milan. She focuses on data protection and security, advising particularly on legal issues that arise in the use of cutting edge technology. She has been recognized in Chambers Europe’s individual lawyer rankings from 2011 to 2014. Ms. Gaudino is a regular contributor on international publications such as World Data Protection Review, DataGuidance, and others. She routinely holds lectures on data privacy and security at post-graduate courses of SDA – Manager Direction School of the Milan Bocconi University and Almaweb – University of Bologna. She regularly speaks at national and international conferences and workshops on the same topics.


Carlos is a partner in Baker McKenzie's North America Intellectual Property Practice Group. He provides strategic consulting on copyright, distinctive signs, domain names, trade secrets protection, unfair competition prevention, branding, advertising and protection in the digital environment, and privacy issues litigation. Carlos also implements and develops anti-piracy actions, handling undercover investigations and operations against intellectual property rights counterfeiting matters.

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