Intellectual Property
Apr. 19, 2012
Jorge R. Arciniega
See more on Jorge R. ArciniegaMcDermott Will & Emery LLP Los Angeles
For Arciniega, managing clients' brands - many of which are household names - is a job that shouldn't come anywhere near the spotlight.
"The work I do is pretty mundane," he said. "You're an excellent lawyer if you keep things in control."
For 30 years, that's precisely what Arciniega has done, advising clients like Univision Communications Inc., the largest Spanish-language media company in the U.S., and British manager and producer Simon Fuller's company, XIX Entertainment. He's also represented makeup company Shiseido Co. Ltd. and dieting business Jenny Craig Inc., among others.
Last year, Arciniega worked with XIX on trademark clearance and prosecution, branding and marketing initiatives and major sponsorships for two new television shows in production. He also obtained clearance and registrations for more than 60 Shiseido products entering the U.S. market.
And his expertise extends abroad, as well. Arciniega manages global trademarks and licensing for clients in Mexico, Venezuela, Brazil and several other Latin American countries.
With each client, Arciniega said, he tries to anticipate problems before they arise - something that's been an interesting challenge as the Internet and social media have expanded in the last decade. "Brand owners are being forced to re-examine the traditional do's and don'ts of trademark protection," he said.
In the past, he might have advised exercising "rigid" control over where a brand appears. "But is it such a bad thing when 10,000 people are putting my brand on their Pinterest boards," for example. "Might it not be a good thing?"
And the more distinctive those brands can be, the better. Not only do "unique and fanciful words" make good, recognizable trademarks, Arciniega said, they're also fun to work with. Though he got into the field somewhat by accident - he started out as a litigator - he said he's come to enjoy helping his clients protect their marketing campaigns. "It plays to my affinity for words and language and plays on words."
- ERICA E. PHILLIPS
For reprint rights or to order a copy of your photo:
Email
jeremy@reprintpros.com
for prices.
Direct dial: 949-702-5390
Send a letter to the editor:
Email: letters@dailyjournal.com