Communicating emerging market expertise in global IP strategy

BRIEF

Infinite Global was appointed by a major international IP consultancy to help strengthen its reputation as the leading provider of intellectual property advisory services in fast-moving and emerging markets globally. Our brief spanned multiple jurisdictions across EMEA and APAC. We continue to advise the client, working closely with in-house communications advisers in London, Shanghai and Hong Kong.

SOLUTION

Our media relations strategy has been three-fold. Firstly, we positioned our client as a go-to commentator on IP issues among international business media. We worked with company analysts and consultants in more than a dozen global offices to understand key developments in their respective domestic IP regimes; in particular on issues relating to IP protection, enforcement and regulatory change. We then coordinated a global team of spokespeople to provide timely ‘on the ground’ media comment on emergent IP issues and news stories. As part of this, we provide litigation communications support (both to the client, and to the client’s clients) to communicate milestone litigation wins, particularly in China.

Secondly, we have worked to communicate the client’s market-leading IP commercialisation and strategy capabilities, positioning senior spokespeople as commentators on intangible asset management and corporate innovation strategy in Tier 1 business and management media. We used key trends in global trade and foreign policy (not least involving the US and China) as news hooks for comment on the strategic importance of IP for rights holders globally. Thirdly, we have worked to develop the client’s corporate narrative, following an (ongoing) period of strong organic and acquisitive growth, including promoting new office launches in Sweden, China and Cambodia.

OUTCOME

We continue to work with the client, having registered a significant uptick in high profile business media coverage across a range of target titles and sectors.