Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Photo: Kamilo Antolović, Ana Rački Marinković and Mario Fraculj; Photographer: Igor Šoban Pixell
The publication “Managing Intellectual Property in Advertising” was presented yesterday to industry experts. The international publication by World Intellectual Property Organisation, WIPO published in 2011 has been adapted to Croatian needs and practices. Current data relevant to international and Croatian advertising industry has been added.
It has been adapted by Kamilo Antolović, the first court expert for advertising, Mario Fraculj, HURA board member and president of the Self regulation and Regulation board of HURA and partners from State Intellectual Property Office. Ana Rački Marinković, deputy director SIPO and collaborator of the project also attended.
The speakers at the presentation talked about the present situation in protection of intellectual property in Croatia, important aspects and the future of Intellectual property agency and advertisers.
Kamilo Antolović said “One of the most important tasks for HURA is profession’s promotion including improving market conditions and the development of the highest standards of professional practice. That’s why we along with SIPO published this brochure in order to highlight to the industry the importance of managing intellectual property.”
Ana Rački Marinković highlighted important aspects of intellectual property: “One of the aspects is suitable protection of intellectual property belonging to the bodies dealing with market communications. It is particularly important when creating advertising content not to infringe third parties intellectual property rights and lastly by conscientious business practices reduce counterfeiting and piracy and avoid advertising on pirate pages and pages selling counterfeit content because the counterfeiters and particularly pirate sites gain most of their profits from advertising.
Agencies, advertisers, media, freelancers – they are all players in moulding and using intellectual property. The publication Managing Intellectual Property in Advertising is a practical guide for solutions for day to day business challenges and getting the most out of intellectual property system. The publication offers solid guidelines and advice:
- How to protect your personal creative achievements
- How to avoid third party infringement
- How to arrange a clear scope of intellectual property rights and set contracts for transfer arrangements
- How to find additional opportunities for personal intellectual property rights.
Other themes in this publication are role of and managing intellectual property rights, advertising industry in the global economy, intellectual property rights in advertising industry in the context of the tangible and intangible property and business context. A best practice example for managing intellectual property rights in advertising was presented in order to make the topic more understandable.