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(269157, 26007, 'ReportText', '<p dir=\"LTR\" align=\"LEFT\">Expo 2020 aims to attract over 180 participating nations’, multi-national as well as small and medium sized corporates, and millions of people into the United Arab Emirates (\"UAE\") and the Emirate of Dubai, in order to celebrate human innovation. The logistics of managing the risks associated with vast numbers of visitors has its challenges. In this article, we look at the arrangements in place to ensure health needs are identified and supported, not only while on the Expo site, but while in-country.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">The regulator responsible for the delivery of health services to the national population, expatriate residents and visitors in Dubai is the Dubai Health Authority (\"DHA\"). As most visitors are expected to fly into Dubai and make this Emirate their base during the visit, it is expected that DHA will shoulder much of the burden of ensuring it caters for the delivery of health services.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Expo Health Framework</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">As part of it’s advance planning, DHA has developed an Expo 2020 DHA Contribution &amp; Support Framework (\"Health Framework\"), planning ahead in order to be suitably prepared and resourced to provide the best health and organisational services.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">The Health Framework identifies key strategic objectives which are directly linked to the objectives of the Expo:</p>\r\n\r\n<ol>\r\n 	<li dir=\"LTR\">Position Dubai as a global medical destination by introducing a value-based, comprehensive, integrated and high quality service delivery system;</li>\r\n 	<li dir=\"LTR\">Direct resources to ensure healthy and safe environment for Dubai population;</li>\r\n 	<li dir=\"LTR\">Promote public and private collaboration in Healthcare;</li>\r\n 	<li dir=\"LTR\">Foster innovation across the continuum of care;</li>\r\n 	<li dir=\"LTR\">Revamp the governance structure of DHA; and</li>\r\n 	<li dir=\"LTR\">Establish efficient decision support systems by ensuring an integrated data platform.</li>\r\n</ol>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong><img class=\"wp-image-8098 alignright\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_356309201-1-958x1024.jpg\" alt=\"\" width=\"412\" height=\"441\" />Unified process for managing the health of Expo visitors</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">DHA has developed a service charter for the Emirate of Dubai especially for Expo 2020 which caters for the needs of customers, visitors, and investors. Prior to the commencement of Expo 2020, DHA will create and use multiple communications channels to raise awareness of it’s commitment to providing information regarding the availability of health insurance, healthcare services, medical tourism and highlighting Dubai as a leading healthcare hub.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">For participants and visitors requiring a visa (which in-turn requires having a medical fitness examination) DHA will provide medical ﬁtness services in an innovative way to ensure that the experience upon arrival is fast and efficient. This is expected to include processing visitors through an airport clinic upon arrival into the emirate, and a process to link all medical reports with the uniﬁed electronic ﬁle and the public health control system.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">While staying in Dubai, DHA will provide primary healthcare services, emergency services and specialised medical services through it’s integrated hospital network of facilities and clinics. It is also expected to have a clinic on-site at Expo 2020, which again will link all medical reports with the uniﬁed electronic ﬁle system and the public health control system.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">When the visitor then leaves the country DHA will provide all health reports to the visitor through a secure electronic portal called \"my chart\".</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Priority projects and initiatives of DHA that are related to Expo 2020</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">In line with the key strategic objectives DHA is in the process of rolling-out identified priority projects and initiatives related to Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Hasana</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The Public Health Surveillance Network that aims to monitor and reduce the spread of infectious diseases, follow up basic vaccinations and manage vaccination campaigns in Dubai.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Sheryan</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">A network of healthcare specialists among the UAE’s health authorities as the only source of approved data for the issuance of temporary medical licenses to some professionals enabling them to take care of the needs of exhibitors and visitors at Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Dubai Heart Safe City Initiative</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Developing an effective response system to make Dubai the \"Heart Safe City\" in the world by adopting healthy innovations to combat heart attacks.<b></b></p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Salama</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The uniﬁed electronic medical ﬁle The uniﬁed electronic medical ﬁle that aims to create a uniﬁed electronic record for each patient, available in all the centers of DHA. It also provides doctors with accurate data on patients to help them in decision making, to achieve the best medical outcomes.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Strategy for Investment in the Health Care Sector Strategy for investment in the health care sector and partnership with the private sector, including investment in the Emirate and the service of Expo 2020</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Salem</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">An integrated intelligent system designed to improve the customer’s journey, reduce waiting time, and provide all services in one place, with the best methods, electronic systems and smart technologies.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Dubai Health Experience</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">A web site which will include a variety of travel information including how to obtain a UAE visa (if required), in addition to the option of booking the hotel and the round-trip tickets on Emirates Airlines. The site includes more than 17 hospitals, 45 health facilities and more than 600 health packages.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Health Facilities Performance Assessment System</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">A smart system measuring the performance of all health facilities in Dubai including an integrated star rating system that will be available for the public in the emirate.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>DHA Central Call Center</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">A central Call Center as DHA’s ﬁrst line of customer service, responding to customer’s inquires, booking medical appointments and ease the communication of customers with DHA through telephone, website and social media channels.</p>\r\n<em>Disclosed Source: DHA Expo 2020 DHA Contribution &amp; Support Framework</em>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Medical tourism and innovation</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Dubai seeks to establish itself as a global hub for health tourism and innovation. In order to realise these objectives it is critical that the government of Dubai and DHA have a clear vision and strategy which will utilise Expo 2020 as a showcase for its services.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Recent legislative changes should improve the attractiveness of the emirate as a destination for medical tourism and innovation. Developments include new telehealth regulations, and initiatives based around the concept of ‘wellness’, that in turn are aligned with the ‘Emirates Vision 2021’ and emphasise the importance of preventive medicine to combat an increase in the prevalence of lifestyle-related diseases, and to identify and treat cancer, which is the third-leading cause of death in the country, after heart disease and accidents.</p>\r\n<img class=\"size-full wp-image-8099 aligncenter\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_242389561.jpg\" alt=\"\" width=\"1000\" height=\"562\" />\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Public Private Partnerships</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The DHA Investment Strategy 2017- 2020 has created an investment strategy that \"Promote[s] Dubai as a viable and competitive hub for Investment In healthcare that address the needs of the Emirate and the future opportunities, and provide the best service for Investors and enable sustainable public-private model[s] in Dubai.\" Initiatives range from creating incentives to promote public private partnership (\"PPP\") investment, to reviewing and implementing regulatory changes that might encourage investment. A new piece of legislation is expected to be published later this year regarding PPPs in healthcare projects. These new and rapid changes are creating an attractive opportunity for foreign investment.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">DHA has adopted a series of initiatives that will create a service delivery network of healthcare services for the Expo 2020 event, but that will also create opportunities for inward investment into the medical tourism and innovation strategy, thus ensuring it’s own Expo legacy.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Al Tamimi &amp; Company’s healthcare team regularly advises on Middle East healthcare strategy, regulatory developments, and commercial matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em></p>|<p dir=\"LTR\" align=\"LEFT\">Expo 2020 aims to attract over 180 participating nations’, multi-national as well as small and medium sized corporates, and millions of people into the United Arab Emirates (\"UAE\") and the Emirate of Dubai, in order to celebrate human innovation. The logistics of managing the risks associated with vast numbers of visitors has its challenges. In this article, we look at the arrangements in place to ensure health needs are identified and supported, not only while on the Expo site, but while in-country.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">The regulator responsible for the delivery of health services to the national population, expatriate residents and visitors in Dubai is the Dubai Health Authority (\"DHA\"). As most visitors are expected to fly into Dubai and make this Emirate their base during the visit, it is expected that DHA will shoulder much of the burden of ensuring it caters for the delivery of health services.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Expo Health Framework</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">As part of it’s advance planning, DHA has developed an Expo 2020 DHA Contribution &amp; Support Framework (\"Health Framework\"), planning ahead in order to be suitably prepared and resourced to provide the best health and organisational services.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">The Health Framework identifies key strategic objectives which are directly linked to the objectives of the Expo:</p>\r\n\r\n<ol>\r\n 	<li dir=\"LTR\">Position Dubai as a global medical destination by introducing a value-based, comprehensive, integrated and high quality service delivery system;</li>\r\n 	<li dir=\"LTR\">Direct resources to ensure healthy and safe environment for Dubai population;</li>\r\n 	<li dir=\"LTR\">Promote public and private collaboration in Healthcare;</li>\r\n 	<li dir=\"LTR\">Foster innovation across the continuum of care;</li>\r\n 	<li dir=\"LTR\">Revamp the governance structure of DHA; and</li>\r\n 	<li dir=\"LTR\">Establish efficient decision support systems by ensuring an integrated data platform.</li>\r\n</ol>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong><img class=\"wp-image-8098 alignright\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_356309201-1-958x1024.jpg\" alt=\"\" width=\"412\" height=\"441\" />Unified process for managing the health of Expo visitors</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">DHA has developed a service charter for the Emirate of Dubai especially for Expo 2020 which caters for the needs of customers, visitors, and investors. Prior to the commencement of Expo 2020, DHA will create and use multiple communications channels to raise awareness of it’s commitment to providing information regarding the availability of health insurance, healthcare services, medical tourism and highlighting Dubai as a leading healthcare hub.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">For participants and visitors requiring a visa (which in-turn requires having a medical fitness examination) DHA will provide medical ﬁtness services in an innovative way to ensure that the experience upon arrival is fast and efficient. This is expected to include processing visitors through an airport clinic upon arrival into the emirate, and a process to link all medical reports with the uniﬁed electronic ﬁle and the public health control system.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">While staying in Dubai, DHA will provide primary healthcare services, emergency services and specialised medical services through it’s integrated hospital network of facilities and clinics. It is also expected to have a clinic on-site at Expo 2020, which again will link all medical reports with the uniﬁed electronic ﬁle system and the public health control system.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">When the visitor then leaves the country DHA will provide all health reports to the visitor through a secure electronic portal called \"my chart\".</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Priority projects and initiatives of DHA that are related to Expo 2020</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">In line with the key strategic objectives DHA is in the process of rolling-out identified priority projects and initiatives related to Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Hasana</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The Public Health Surveillance Network that aims to monitor and reduce the spread of infectious diseases, follow up basic vaccinations and manage vaccination campaigns in Dubai.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Sheryan</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">A network of healthcare specialists among the UAE’s health authorities as the only source of approved data for the issuance of temporary medical licenses to some professionals enabling them to take care of the needs of exhibitors and visitors at Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Dubai Heart Safe City Initiative</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Developing an effective response system to make Dubai the \"Heart Safe City\" in the world by adopting healthy innovations to combat heart attacks.<b></b></p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Salama</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The uniﬁed electronic medical ﬁle The uniﬁed electronic medical ﬁle that aims to create a uniﬁed electronic record for each patient, available in all the centers of DHA. It also provides doctors with accurate data on patients to help them in decision making, to achieve the best medical outcomes.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Strategy for Investment in the Health Care Sector Strategy for investment in the health care sector and partnership with the private sector, including investment in the Emirate and the service of Expo 2020</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Salem</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">An integrated intelligent system designed to improve the customer’s journey, reduce waiting time, and provide all services in one place, with the best methods, electronic systems and smart technologies.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Dubai Health Experience</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">A web site which will include a variety of travel information including how to obtain a UAE visa (if required), in addition to the option of booking the hotel and the round-trip tickets on Emirates Airlines. The site includes more than 17 hospitals, 45 health facilities and more than 600 health packages.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Health Facilities Performance Assessment System</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">A smart system measuring the performance of all health facilities in Dubai including an integrated star rating system that will be available for the public in the emirate.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>DHA Central Call Center</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">A central Call Center as DHA’s ﬁrst line of customer service, responding to customer’s inquires, booking medical appointments and ease the communication of customers with DHA through telephone, website and social media channels.</p>\r\n<em>Disclosed Source: DHA Expo 2020 DHA Contribution &amp; Support Framework</em>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Medical tourism and innovation</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Dubai seeks to establish itself as a global hub for health tourism and innovation. In order to realise these objectives it is critical that the government of Dubai and DHA have a clear vision and strategy which will utilise Expo 2020 as a showcase for its services.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Recent legislative changes should improve the attractiveness of the emirate as a destination for medical tourism and innovation. Developments include new telehealth regulations, and initiatives based around the concept of ‘wellness’, that in turn are aligned with the ‘Emirates Vision 2021’ and emphasise the importance of preventive medicine to combat an increase in the prevalence of lifestyle-related diseases, and to identify and treat cancer, which is the third-leading cause of death in the country, after heart disease and accidents.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><img class=\"size-full wp-image-8100 aligncenter\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/xcvxcv.jpg\" alt=\"\" width=\"1000\" height=\"364\" /></p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Public Private Partnerships</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The DHA Investment Strategy 2017- 2020 has created an investment strategy that \"Promote[s] Dubai as a viable and competitive hub for Investment In healthcare that address the needs of the Emirate and the future opportunities, and provide the best service for Investors and enable sustainable public-private model[s] in Dubai.\" Initiatives range from creating incentives to promote public private partnership (\"PPP\") investment, to reviewing and implementing regulatory changes that might encourage investment. A new piece of legislation is expected to be published later this year regarding PPPs in healthcare projects. These new and rapid changes are creating an attractive opportunity for foreign investment.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">DHA has adopted a series of initiatives that will create a service delivery network of healthcare services for the Expo 2020 event, but that will also create opportunities for inward investment into the medical tourism and innovation strategy, thus ensuring it’s own Expo legacy.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Al Tamimi &amp; Company’s healthcare team regularly advises on Middle East healthcare strategy, regulatory developments, and commercial matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em></p>'),
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(269225, 26013, 'MetaValueNew', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Copyright to the Event Concept</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Maintaining Secrecy</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>IP Ownership &amp; Registration</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Documenting and Recording</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em>');
INSERT INTO `tm_wsal_metadata` (`id`, `occurrence_id`, `name`, `value`) VALUES
(269226, 26013, 'MetaValueOld', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Copyright to the Event Concept</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Maintaining Secrecy</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Ownership &amp; Registration</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Documenting and Recording</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n<em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em>'),
(269227, 26013, 'MetaLink', 'content'),
(269228, 26013, 'EditorLinkPost', 'https://www.tamimi.com/wp-admin/post.php?post=7955&amp;action=edit'),
(269229, 26013, 'ReportText', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Copyright to the Event Concept</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Maintaining Secrecy</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Ownership &amp; Registration</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Documenting and Recording</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n<em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em>|<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Copyright to the Event Concept</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Maintaining Secrecy</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>IP Ownership &amp; Registration</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Documenting and Recording</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em>'),
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(269275, 26017, 'MetaValueNew', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em></p>'),
(269276, 26017, 'MetaValueOld', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Copyright to the Event Concept</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Maintaining Secrecy</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>IP Ownership &amp; Registration</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Documenting and Recording</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em>'),
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(269278, 26017, 'EditorLinkPost', 'https://www.tamimi.com/wp-admin/post.php?post=7955&amp;action=edit');
INSERT INTO `tm_wsal_metadata` (`id`, `occurrence_id`, `name`, `value`) VALUES
(269279, 26017, 'ReportText', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Copyright to the Event Concept</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Maintaining Secrecy</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>IP Ownership &amp; Registration</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Documenting and Recording</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em>|<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em></p>'),
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(269325, 26021, 'MetaValueNew', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>');
INSERT INTO `tm_wsal_metadata` (`id`, `occurrence_id`, `name`, `value`) VALUES
(269326, 26021, 'MetaValueOld', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em></p>'),
(269327, 26021, 'MetaLink', 'content'),
(269328, 26021, 'EditorLinkPost', 'https://www.tamimi.com/wp-admin/post.php?post=7955&amp;action=edit'),
(269329, 26021, 'ReportText', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n&nbsp;<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</em></p>|<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
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(269380, 26027, 'MetaValueNew', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft wp-image-8101 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"472\" height=\"490\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
(269381, 26027, 'MetaValueOld', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
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(269383, 26027, 'EditorLinkPost', 'https://www.tamimi.com/wp-admin/post.php?post=7955&amp;action=edit');
INSERT INTO `tm_wsal_metadata` (`id`, `occurrence_id`, `name`, `value`) VALUES
(269384, 26027, 'ReportText', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>|<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft wp-image-8101 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"472\" height=\"490\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
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(269430, 26031, 'MetaValueNew', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"wp-image-8101  alignright\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"295\" height=\"385\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
(269431, 26031, 'MetaValueOld', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft wp-image-8101 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"472\" height=\"490\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
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INSERT INTO `tm_wsal_metadata` (`id`, `occurrence_id`, `name`, `value`) VALUES
(269434, 26031, 'ReportText', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft wp-image-8101 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"472\" height=\"490\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>|<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"wp-image-8101  alignright\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"295\" height=\"385\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
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(269480, 26035, 'MetaValueNew', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"wp-image-8101 alignright\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"320\" height=\"317\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
(269481, 26035, 'MetaValueOld', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"wp-image-8101  alignright\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"295\" height=\"385\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
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INSERT INTO `tm_wsal_metadata` (`id`, `occurrence_id`, `name`, `value`) VALUES
(269484, 26035, 'ReportText', '<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"wp-image-8101  alignright\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"295\" height=\"385\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>|<p dir=\"LTR\" align=\"LEFT\"><img class=\"alignright wp-image-8033 \" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_528891766-348x1024.jpg\" alt=\"\" width=\"295\" height=\"868\" />With Expo 2020 on the horizon, businesses are marshalling their resources, skills and expertise to ensure that their participation in this universal exposition reaps the benefits sought. Preparations are well underway with entrepreneurs, start-ups, SMEs and conglomerates, from across the globe, working ceaselessly to host and make their events at Expo 2020 a success story. Yet in their haste to join in on all the action, some businesses, big and small, may be overlooking a fundamental corner stone in their event planning and preparations. The cost of this oversight can undermine a business’s effort, hard work and financial expenditures and compromise key assets of their organisation - even before launch. How can this be?</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>The Goals, Shortfalls &amp; Missing the IP Point</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Like any other activity, businesses want their event to be prosperous, successful and most importantly profitable. Businesses will want their event at Expo 2020 to generate publicity to promote their products, identify new market opportunities and attain/maintain sustainable growth in their sectors. To achieve those goals, businesses will want to host an event that is unique, leading and, hopefully, innovative. This is where intellectual property (IP) comes into context. Whether their event entails—the launch of a new product, a new solution to an existing problem or the introduction of the business itself—the event must stand out. For the event to be all that and more, the business must invest the time and effort in the creation, and more importantly, the protection of the IP that goes into planning, preparing and executing a project. This, in turn, is where some businesses fall short, and end up asking themselves what went wrong and dealing with the consequences.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Businesses sometimes fail to recognise the value of the intellectual effort, creative ideas, concepts, designs, branding and formatting they put into planning and hosting their events. Although indispensable, daily operational concerns should not compromise strategic planning. While sometimes abstract, intangible and therefore difficult to recognise, some elements of strategic planning are legally protectable in the form of IP. A failure to identify and protect relevant IP created as part of the event can cause adverse consequences, which can be costly to an event.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>IP Comprehension</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">To understand the underlying causes for potential mishaps, understanding what constitutes IP is necessary. So, what is IP all about? To help answer this, the following quote from an article, the author wrote for the Dubai Multi-Commodities Centre last year, is useful: \"IP represents the value of hard work, of creation and what the future might be. It’s the culmination of a thought and effort based development of something entirely new. It also represents vast fortunes that have been made by other people because clever people failed to protect what they own.\" The preceding statement about IP ought to be a universal constant to all businesses. It applies unchangingly to any activity – especially so for event planning and hosting. IP in short can cover every unique aspect of an event, from concept, theme, design, decoration, artwork, animation, branding, whatever products the event intends to launch, to the entire event itself. Therefore, safeguarding relevant IP is vitally important to the success of an event. Without securing that IP, an event will be prone to several risks. In the next paragraphs, we will identify risks an event may face and go over a checklist of some of the most important safeguards.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Some IP Safeguards</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Copyright to the Event Concept</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The first building block of the intellectual effort that goes into planning an event, is the idea. Under IP law an idea cannot be protected so long as it remains unexpressed. Arguably, the verbal expression of that idea/concept ought to be subject to IP protection if the idea/concept is novel. However, quite often, proving that an event idea belongs to an individual or entity may be quite difficult. In absence of witnesses, idea theft, especially in the event planning and hosting business, is unfortunately quite common and goes unchecked/unpunished. Idea theft as such is the first pitfall to avoid.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Accordingly, recording an idea/concept in written form in absence of others would be one safeguard to resort to in planning for the event and avoiding idea theft. This recording secures your copyright to claim authorship to the written work, thus preventing others from taking credit for that work. If the idea is a novel one, then the event plan/concept would be more valuable and the IP in it would require forms of protection, which are stronger than copyright (more on this below).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"wp-image-8101 alignright\" src=\"http://www.tamimi.com/wp-content/uploads/2018/08/shutterstock_778196008-1024x1024.jpg\" alt=\"\" width=\"320\" height=\"317\" />Maintaining Secrecy</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Parallel to the copyright, planning for the development and disclosure of the event plan/concept to others is a key consideration. In this respect, one important safeguard to consider is that relating to secrecy. Try to treat everything about the event, before its launch, as a trade secret. Avoid the pitfalls accompanying premature publicity, press leakage and dissemination on social media channels. These can devalue your event at a very early stage by for example sabotaging planned surprises/novelties which would have best remained a secret. Even if certain aspects may come as no surprise as they are already known or the concept lacks innovation or is not creative enough, maintaining secrecy at this early stage is paramount as very few will know how the event planning may unfold in reality. As innovations may come about at any later stage (concept development, form and formatting, lay outs and designs, etc.), secrecy helps to protect the IP right to the entire process from the onset. Although, the UAE has yet to enact a federal trade secret law, many provisions exist in several UAE laws (the Penal Code, the Civil Code, the Commercial Code, the Patent &amp; Designs Law (specifically the know-how provisions), the Cyber-Crime Law, the Labour Law and the Electronic Transactions Law). If you maintain secrecy, then these laws can help protect your secret from unauthorised forms of disclosure.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">So how do you maintain secrecy? One obvious way is to keep the secret safely hidden and use all electronic and physical means available to safeguard it. Next, you must ensure that everyone who needs to know about the event plan/concept signs appropriate non-disclosure agreements (NDAs) before disclosing the event to them. The NDAs should not only require recipients of the information to keep whatever they hear and see a secret but they also require them not to use that secret to their own benefit or the benefit of others. To this end, the NDAs must be suitable for the purposes of the disclosure as well as for what is being disclosed – in this case an event concept/plan. Seeking legal counsel on drafting an appropriate NDA at this point would be quite helpful and prudent. Without having proper NDAs in place, enforcing your rights to a trade secret under UAE law will be quite difficult. As an event planner, you will therefore want to avoid this shortcoming at all costs.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">As a further safety measure to maintain secrecy, before disclosing the event plan/concept, by way of a pitch or presentation for example, consider dividing and phasing out the disclosure. If you split up the pitch or presentation into smaller ones (if possible or practical) so that no one audience has, the entire picture of the event, you maintain secrecy and control over the information. For that purpose, you may want to consider dividing your event management into smaller teams and assigning different individual tasks to each of them so that they become part of the process but lack the oversight to the entire process. On this point, from a corporate perspective, the only person with complete oversight and control may be the business executive. As such, to safeguard a company’s interests, that person must also be bound by a robust agreement that requires them to not only acknowledge the company’s right to maintain secrecy but also refrain from using that secret to compete with the company at a later date.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Determining &amp; Clearing Novelty</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Another important safeguard to consider is that of novelty. If certain aspects of your event plan/concept seem innovative then seek a patent lawyer’s counsel on filing a patent application before doing anything else – even signing the NDAs in some cases. Under the UAE Patent &amp; Designs Law, disclosing a secret innovation before filing for patent and/or design protection may cause you to lose the claim to the patent or design right in question. If innovations unfold at later stages and/or the signed NDAs are sufficient for the time being, then consider filing for a provisional patent under the UAE Patent &amp; Designs Law, shortly before or at the very latest, the time of Expo 2020. Here as well, a patent lawyer’s input on such a filing is essential as further discussed below in the IP ownership section. Failing to pay attention to novelty may be a significant drawback to legally protecting your event from an IP perspective and may therefore result in losses.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">In tandem with novelty (and even before filing any IP applications), one must also consider prior IP clearance searches. Though the event may appear to be leading and creative/innovative, you can never be certain that none of its components match or are confusingly similar to those of other works belonging to third parties. If the event is not innovative, then all the more reason for the prior IP clearance searches. Again, the involvement of an IP attorney at this stage is crucial. An attorney will be able to advise you what searches are necessary to ascertain if you are infringing anyone else’s existing IP rights to some or all aspects of your event concept. Clearing the IP rights to every component, based on the search results, will minimise the risk of an IP infringement claim that would cripple your event further down the road. Failing to conduct thorough clearance searches has been the shortfall of even large international corporate entities. Nike’s failed ‘LNDR’ ad campaign in the United Kingdom is a case in point. Because the right to the brand LNDR remained unclear, the prior registered owner of the brand successfully prevented Nike from using it. As a result, Nike had to scrap its ad campaign and with it any planned events for launching its new products, incurring substantial costs in the process (estimated at £10 million).</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>IP Ownership &amp; Registration</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">If the IP rights are clear then one more very important safeguard is that relating to IP ownership. As the owner of a business that is overseeing and managing the event concept development and planning, you will want to secure all IP rights in favour of your company. This means everyone involved in the event preparations, from brand development to theme and concept creation to planning and executing, must assign their IP rights to the company. Everyone must also provide IP waivers where necessary to the company. Seeking such protections should apply, without exception, to serve the best interests of the company. Vesting all IP rights in the company minimises the risk of having those rights dispersed, unidentified and undervalued, especially so if the event is successful. You will want to avoid having former employees, prior experts, consultants and contractors you hired in the course of the event-planning, claim any IP rights against you because they are retaining ownership of those rights.</p>\r\n<p dir=\"LTR\" align=\"LEFT\">Additionally, under UAE IP laws, you will want to register your ownership of the IP before anyone else does. Therefore, consider with your IP counsel, filing to register the IP with the UAE Ministry of Economy immediately after or in tandem with having secured all necessary assignment and waivers and securing any domain name rights online as well. Without such registrations, enforcing your IP rights in respect of the event with the UAE authorities will be extremely difficult. Lastly, if the event is a success after its launch, consider at that point assigning all those registered IP rights again to a separate IP holding company to isolate the IP from any liability claims. Again, here, seek an IP counsel’s advice on the suitable corporate vehicle for that purpose.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em>Documenting and Recording</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">One further safeguard relates to document retention. Best practice dictates every major milestone leading up to the event should be documented and recorded (preferably also audio-visually when possible/feasible), from conception to disclosure, to planning/preparation and to event execution/hosting. Having a record of what transpired during the entire process, what was disclosed, what was agreed, how it was planned and executed and what made the event a success, ensures you accurately capture all the facts on which you would claim your IP rights under UAE law. Such a record will come in handy at later stages for various purposes including but not limited to IP due diligence exercises, IP valuations and evidentiary requirements.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><strong>Conclusion</strong></p>\r\n<p dir=\"LTR\" align=\"LEFT\">The above checklist of safeguards serves only as a general overview and guidance for what to look out for when planning an event. These safeguards are by no means an exhaustive list of all the steps necessary for determining how best to proceed or in what order to follow them. They also surely do not replace proper legal advice and counsel as much depends on the details of each event and all the variables surrounding the project. Nonetheless, the foregoing checklist is a good starting point to consider the various issues at stake going into the event planning and preparations for Expo 2020.</p>\r\n&nbsp;\r\n<p dir=\"LTR\" align=\"LEFT\"><em><img class=\"alignleft size-full wp-image-8034\" src=\"http://www.tamimi.com/wp-content/uploads/2018/07/shutterstock_178318904.jpg\" alt=\"\" width=\"3900\" height=\"1357\" />\r\n</em></p>\r\n<p dir=\"LTR\" align=\"LEFT\">Al Tamimi &amp; Company’s IP team regularly advises on the full spectrum of IP matters and provides key support to our Expo 2020 practice group. For further information, please contact expo2020@tamimi.com).</p>'),
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