Jeremy Plimmer
Secretary General
PRODUCT & IMAGE SECURITY FOUNDATION and Editor
PRODUCT & IMAGE SECURITY MAGAZINE 

Opening remarks from the Chair

J. Aaron Graham
Vice President & Chief Security Officer
PURDUE PHARMA L.P.

Opening keynote case study - pharmaceutical supply chain security and technological solutions

• How safe is the world’s prescription drug supply?
• Who is responsible for protecting it?
• What role does evolving technology play?
• When will we see a viable global solution?
  

Smart packaging and Community Trademark Protection

• How can a packaging, smart or not, be protected Europe-wide as a trade mark?
• European Union’s case law on registrability
• Are there alternatives to protect packaging other than trademarks?
• Information on registered Community Trademarks and Designs and enforcement of rights

Security risks using RFID

• What is RFID
• A love / hate relationship?
• Why is RFID not good for brand protection?
• Ways to exploit RFID systems

Dirk Heyman
EPC/Auto-ID Director Europe
GILLETTE

The Gillette example of effective use of RFID technology

• The illicit trade network
• The impact for the manufacturer, the trade and the consumer
• RFID, EPC and the EPC global network - its potential and risks for combating counterfeits

Case examples of brand security in action - how Merck, Sharp & Dohme have developed their enforcement strategy

• The threat: some examples of typical pharmaceutical counterfeiting cases encountered
• Investigation and assessment: the facts behind the counterfeit cases
• Response and prevention: how Merck has responded on a variety of fronts - packaging security, public information, distribution chain security

Security holograms as complete solutions for anti-counterfeiting purposes

• Security holograms as a strong security and communication feature on brands
• Visual identification combined with tamper-evident and track & trace functionality for cost effectiveness
• Holograms and security – a great experience in global security management

Life in the fast lane - real life experiences in global packaging and labelling

• What were our challenges:
• 21CFR Part 11 FDA compliance
• Online support of artwork files
• A Digital Asset Program supporting both PC and Macintosh platforms
• Manage, share and reuse artwork across all business units worldwide
• Replacing our existing DAM tool that did not handle complex graphics

Massimiliano Caforio
Head of Intellectual Property
VERSACE

Operational examples and best practices from the luxury clothing sector

• Making a lasting impact on our counterfeiting challenges
• Linking technology and tactics to an overall defensive strategy for protection
• Judging the Return on Investment we are receiving from our approach – why do we think we have got it right?

Drinks reception

All speakers and delegates are invited to attend an informal drinks reception held at the venue

Introduction from the Chair

Keynote case study: British American Tobacco’s product protection strategy and the situation in the global tobacco industry

• Outlining the situation in our industry
• The different approaches we combine when defending our product against illegal copies
• Considering the future – are there any magic bullets on the horizon?

How to protect your valuable brand from counterfeits, ‘lookalikes’ and grey-market products

• How to build up a brand like ESCADA (worldwide trademark registrations, trademark supervision)
• High-quality packaging and labels with certain details to help distinguish originals from counterfeits
• Trademark enforcement with the help of customs records and of world-wide investigators and law firms
• Steps taken against illegal re-imported goods or "grey market goods" by way of secret coding and exclusivity agreements signed by all our contractors and suppliers

The key tools of an effective pharmaceutical anti-counterfeiting strategy

• How best to leverage internal corporate functions to tackle counterfeiting
• Conducting effective investigations that produce results
• Liaison with public authorities (health, regulatory, enforcement)
• Public affairs / communication - raising awareness, training
• The role of technology

Making security features usable for the average high-street consumer

• Contrasting solutions designed for expert scrutiny and highly controlled distribution with those intended for high street retailers and mass market consumption
• Questioning whether solutions for consumer inspection are worth the investment or whether the best controls are those installed primarily for use before point of sale
• Creating a truly consumer-friendly means of identifying authentic packaging:
• Does this mean visual identification is the only real option?
• What features are most likely to attract the attention of a busy shopper?

Digital Security for Brand Protection

Digital security mechanism, such as encryption, electronic signatures and pattern recognition create new cost-effective barriers against counterfeiting. To achieve the highest possible protection for brand products an extension from physical security to digital security is inevitable. Only a flexible combination of security features, both physical and digital, enables taylor-made solutions for all budgets and all piracy challenges of today.

Effectively managing IP enforcement on a budget

• Identify your priorities and the problems you have to address
• Identify the resources available to you
• Register what you need where you need it
• Supporting public authorities to encourage them to support you
• Anti-counterfeiting coalitions: cooperation with your competitors
• Spending effectively: can you make a difference?

Consumer awareness or prohibition – selecting the right end strategy

• Is anti-counterfeiting about making it easier for consumers to select products or about preventing illegal copies from being sold in the first place?
• Using packaging as a component of a legal strategy to identify and prosecute illegal trade
• Is it possible to satisfy the demands of consumers, retailers, and supply chain operatives within a single brand strategy or whether a single target audience has to be defined

What are the reasonable expectations for transport service providers when outsourcing cold chain?

• Understanding the elements of cold chain supply
• Risk management processes
• Quality assessments and management of potential partners
• Validation and daily performance within global distribution

Delegate feedback prize draw

The delegate feedback forms will be collected and entered in a champagne draw to be selected by the chairman at close of day