Interview: INTA CEO talks virtual conferences and digital transformation

The COVID-19 pandemic has forced IP associations around the world to postpone their conferences this year, either cancelling them entirely or making the move online. The International Trademark Association is no exception, but as CEO Etienne Sanz de Acedo says, it’s been planning a digital transformation for some time—the pandemic has just forced its hand. 

In February this year, the International Trademark Association (INTA) called off its Singapore meeting, at a time when Singapore was the country worst-affected by COVID-19 outside China. The new plan, it said, was to hold the annual meeting in May or June in the US.

Soon after, the association identified Atlanta as a possible host city. However, one month later, and just two days after COVID-19 was declared a pandemic by the World Health Organization, INTA announced that it would postpone the conference until November, to take place in Houston. 

“It became very clear that the best option would be to combine the annual meeting and the leadership meeting to avoid too much travel for members,” Sanz de Acedo says.