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Influencer Marketing Latest trends, do’s and don’ts and what’s coming up in 2021
December 9, 2020 @ 10:00 AM - 11:00 AM EST
With the proliferation of media channels, there are more and more ways for advertisers and brands to interact with consumers and an increasing number of companies are focusing on media strategies involving the use of “influencers” to promote their brands. Brands are projected to spend up to $8 billion on influencer marketing this year, but 87% of influencer marketing campaigns have a budget of $100k or less.
Join us for a discussion on the trends within influencer marketing in Europe and the United States. We will explain what Influencer Marketing is and what it is not, will compare and discuss similarities, differences, and challenges on both sides of the Atlantic and have a look into the looking-glass in terms of upcoming legislation and trends.
Topics to be addressed
- What is Influencer Marketing?
- Is there a regulatory framework at EU level? What about some of the EU countries?
- What is the legal landscape in the United States?
- What are the do’s and don’ts that you need to keep in mind?
- How can influencer marketing boost B2B and B2C brands alike?
- What are the latest trends? In B2B and B2C?
- Looking ahead to 2021, what do we foresee from a legal perspective in respect to influencer marketing?
- Malka Barkhordari, Head of Business & Legal Affairs I Havaianas / Alpargatas USA (Los Angeles)
- Beatriz Bernabeu, EMEIA Legal Manager I Havaianas / Alpargatas Europe SLU (Madrid)
- Danielle Garno, Co-Chair, Retail Industry Team | Cozen O’Connor (Miami) – Moderator
- Cameron Heffernan, Sales & Strategic Operations Director | Mach Media (Washington DC)
- Lydia Mendola, Partner | Portolano Cavallo (Milano)
Malka Barkhordari is the Head of Business & Legal Affairs for Havaianas in North America, where she is responsible for all things legal, including developing and overseeing the company’s brand protection program. She joined Havaianas in early 2019 as its first in-house counsel in the U.S., bringing a diverse array of transactional and compliance experience to the company on the verge of its digital and media revolution. Prior to joining Havaianas, Malka worked in-house for an organization partnering with North American private schools to develop international student programs, recruiting, and housing. Malka received her J.D. from Chapman University and has a bachelor’s degree in Philosophy from University of California, Los Angeles. She is also a certified yoga teacher and active member of the Association of Corporate Counsel, Southern California – Attorney Well-Being Committee.
Since 2010, Beatriz Bernabeu has been in charge of the legal department and acts as Secretary to the Board of Directors of Alpargatas Europe S.L.U, a subsidiary of the Brazilian company Alpargatas S.A., exclusively dedicated to the marketing and promotion of the Havaianas brand in Europe, the Middle East and Africa. From January 1, 2021 Beatriz will hold the position of Havaianas International Legal Director, and will be in charge of Havaianas international legal team including the regions of EMEIA, NA&C and APAC. Prior to joining Havaianas, Beatriz was part of the legal department of Eastbridge Group Sàrl for six years, a Brussels-based venture capital fund with stakes in leading companies in the fashion, luxury cosmetics and real estate sectors in Poland, the Czech Republic and Slovakia, as well as investments in the residential real estate sector in Manhattan, New York. Previously, Beatriz worked for three years at the European Institutions in Luxembourg, specifically at the European Parliament and the European Court of Justice. After obtaining a degree in European Union law from the University San Pablo CEU in Madrid, Beatriz obtained a Master’s degree (LL.M) in International and Comparative Law from the Vrije Universiteit Brussel (Free University of Brussels, Dutch section).
Danielle Garno is co-chair of Cozen O’Connor’s Retail Industry team. Danielle focuses her practice on issues faced by the fashion community, including startup phase and commercial advice, intellectual property such as trademark and copyright infringement, social media marketing, advertising, and anti-counterfeiting, as well as employment and general business litigation. She has significant experience litigating both individual and class actions. Danielle represents luxury brands and fashion clients of all sizes from startups to multinational, global brands, helping them navigate through legal issues as well as counseling them on growing and sustaining a successful brand. Danielle has written extensively and lectured all over the United States on topics relating to fashion law and currently teaches fashion law at the University of Miami School of Law.
Cameron leads Sales and Strategic Operations for Mach Media, out of their office in the Washington, DC area. Mach Media develops a wide range of thought-provoking content and inspired media strategies for clients like Janssen Pharmaceuticals, Solvay, UCB and the European Banking Federation in North America and Europe. He lived and worked in Europe for nearly five years before launching the US location of Mach Media in 2013.
Relying on her 21+ year professional experience, Lydia assists Italian and foreign clients in matters of Intellectual and Industrial Property, in court proceedings, with particular focus upon disputes for violations of trademarks and patents, design and copyrights, as well as in the extrajudicial context of corporate transactions and commercial agreements. She counsels businesses on consumer protection and advertising, and has honed deep knowledge of the digital/media & technology, life sciences, fashion, and food & beverage sectors.
Lydia is a member of the International Association for the Protection of Intellectual Property (AIPPI) and of the Licensing Executives Society (LES).
In 2020, Lydia is ranked by The Legal500 EMEA as a “Next Generation Partner” for Intellectual Property and by WTR1000 (World Trademark Review). She has also received an individual recognition as “Best in Copyright” at the Women in Business Law Awards Europe 2020. Lydia is a member of the Milan Bar Association and is admitted to represent clients before the Supreme Court of Cassation.