The Best of Both Worlds
Building on the success of its last two virtual Annual Meetings, and recognizing a desire to get together face-to-face again, INTA has focused much of its energy and efforts on developing the best offering possible for both in-person and virtual registrants. Sarah Morgan reports.
“We’re committed to in-person and virtual experiences, and we’re committed to leaving it up to registrants to choose what works best for them, professionally and personally.”
Sheila Francis, INTA
Attendees at previous INTA Annual Meetings could learn and build relationships in person. But the last two years have been different, with the pandemic forcing businesses and organizations across the world into digital transformation—a development that INTA has wholeheartedly embraced.
As part of planning for the 2022 Annual Meeting Live+, the Association has looked at implementing a hybrid format, rebranding, and providing new offerings, while retaining a keen eye on corporate social responsibility (CSR) and environmental, social, and governance (ESG) investing.
“INTA thrives on being adaptive and innovative. We’ve relied on those strengths to develop an Annual Meeting this year that bolsters the event experience even more, combining traditional features that our registrants have always enjoyed with new ones that we believe will further benefit them as they learn, network, and reconnect,” said Sheila Francis, INTA’s director, Knowledge & Development.
“Coming out of the last two years of the pandemic, we’re convinced that hybrid is here to stay,” she explained. “We’re committed to in-person and virtual experiences, and we’re committed to leaving it up to registrants to choose what works best for them, professionally and personally.”
And there will be changes from the second you walk through the door, when registrants for the in-person gathering will find self-service badge pickup for the first time at an Annual Meeting.
“This new approach aligns with our ongoing digital transformation as well as health and safety precautions,” Ms. Francis said.
A Virtual Experience
In recognition that some brand professionals may not wish (or be able) to travel, INTA is offering a Virtual Only registration in addition to Live+ (in-person + virtual) registration.
Across three different time zones—Beijing Standard Time Zone; Central European Time Zone; and U.S. Eastern Time Zone—the virtual lineup includes valuable educational programming, small-group Table Topics, and various Business Development events.
Also for those who are attending virtually, the Opening Ceremonies will be livestreamed from the Walter E. Washington Convention Center in Washington, D.C.—the site of the in-person gathering. Don’t miss this official kickoff to the Meeting: Sunday, May 1, 4:30 pm – 6:00 pm EDT.
Several other sessions will also be livestreamed, including the legendary Annual Review of U.S Federal Case Law and TTAB Developments (Wednesday, May 4, 1:15 pm – 2:15 pm EDT).
In addition, the INTA Daily News will be available digitally every day, including some exclusive, digital-only content, alongside the on-site printed version of the publication. In-person registrants can locate the publication daily in bins at the Convention Center. For more on the Virtual Only Meeting, read the article on p7.
New Programming
After a proven formula at last year’s virtual Annual Meeting, INTA will again structure its educational programming along themed tracks. This year, it has added even more tracks, seven in all: Building a Better Society Through Brands; Complementary Rights, Regulatory Issues, and Brand Restrictions; Enforcement and Anticounterfeiting; Innovation and the Future of IP; Professional Development; Regional Updates; and The Business of Brands.
Professional Development is high on the agenda at this year's Meeting—with six Capsule Keynotes focused on unleashing your potential and building an inclusive workplace.
Additionally, The Women's LeadershIP Initiative, INTA’s signature program that champions the development of strong leadership skills for women in the intellectual property (IP) field to empower them to advance in their careers, will host its first stand-alone workshop in person at the Annual Meeting (Sunday, May 2, 2:00 pm – 4:00 pm EDT). The two-part workshop will focus on topics: Honing an Effective Leadership Style and Leveling a Tilted Playing Field.
In between the two parts, a Networking Session will give attendees the chance to discuss their learnings and share experiences. The workshop will conclude with closing remarks by INTA Past President Ayala Deutsch, who spearheaded The Women’s LeadershIP Initiative during her 2020 term. The workshop is open to registrants of all genders, career levels, and roles, and carries an additional registration fee.
“We want to sustain the virtual relationships made over the past few years through INTAconnect and our monthly stand-alone Business Development offerings.”
Peg Reardon, INTA
Develop Your Business
The focus on Business Development within the Association has never been stronger. And the 2022 Annual Meeting will reflect this.
Peg Reardon, INTA’s director, Member Experience, advised registrants to capitalize on the “global roster of registrants, exhibitors, and sponsors to catch up, network, and, at the in-person event, to even meet fellow committee members and virtual Speed Networking buddies for the first time.”
She noted that INTA has expanded its Business Development offerings in the past two years to help members “make new connections and reinforce existing ones.”
“As we return to in-person meetings, we want to sustain the virtual relationships made over the past few years through INTAconnect, our online networking tool, and our monthly stand-alone Business Development offerings," said Ms. Reardon.
Rebranding
Many registrants will be familiar with the Exhibition Hall as a place to meet and do business. But this year, with a rebranding as the Brand Marketplace, the venue will do that and more—it will also play host to Hospitality and the Welcome Reception and Regional Receptions in the early evenings.
Noted Ms. Reardon: “Our exhibitors and sponsors make a significant investment participating in the Annual Meeting, and we want to showcase them and put ‘Business Development’ front and center during these networking experiences.”
Also new will be Solution Showcase in the Brand Marketplace, featuring planned programming including coffee with INTA Influencers and Solution Spotlights.
Also taking on rebranding, an on-site Business Development Lounge will host INTA’s Alumni Speed Networking sessions and other sessions which could involve challenging colleagues and friends to games of strategy and fun.
"Set aside time to channel your creativity with our green terrarium planting activity or ‘Sip, Paint, and Network’ session,” Ms. Reardon suggested.
A link will be published on the INTA website to sign up for the activities in the Business Development Lounge.
A New Committee Offering
Finally, in the week after the Annual Meeting Live+, CommitteeConnect will make its debut. This new feature is exclusively for committee members who registered for Virtual Only, and, therefore, would not have had the opportunity to attend in-person committee meetings at the on-site Annual Meeting.
"Committee participation is such an important member benefit, and through our talented and dedicated group of volunteers, INTA can achieve many of our strategic initiatives,” said Ms. Reardon.
She added: "The last committee term was done completely virtually, and we know there is a desire to meet and collaborate in person. Committee meetings have always been and remain a strong driver for attendance at our meetings—members want to contribute and benchmark together.”
However, as some of the Association's volunteers would not be able to attend the in-person meeting due to travel restrictions or other reasons, INTA wanted to ensure that the virtual registrants could still have a committee experience, Ms. Reardon said. Volunteers will gather virtually and hear from INTA leadership, receive updates on Association activities, and have a dedicated virtual networking opportunity.
In addition to these innovations, INTA is focused heavily on accompanying its CSR and ESG programming with concrete action. At the 2022 Annual Meeting Live+, this features a Carbon Offset Initiative, and support for the INTA Foundation and Ukrainian Refugee Relief. For more on those efforts, check out the article on p11.
Footage used under license from Adobe Stock / Hyperlapse Media
Thursday, March 24, 2022
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