th World Intellectual Property Day
Designing the Future
April 26, 2011
Design touches every aspect of human creativity. It shapes the things we appreciate from traditional crafts to consumer electronics; from buildings and bicycles to fashion and furniture. Design has been called “intelligence made visible”. Design is where form meets function. It determines the look and feel of the products we use each day – from everyday household items to the latest tablet computers. Design marries the practical with the pleasing. It brings style to innovation.

This year’s World Intellectual Property Day celebrates the role of design in the market-place, in society, and in shaping the innovations of the future. Originally referred to as “art in industry”, industrial design provides the means to differentiate between mass-produced objects, drawing us to one product rather than another, making one brand more successful than another. Behind every new design is a desire to break new ground, to improve and to enhance consumer experience. Good design makes products easier, more comfortable, and safer to use. With today’s increasing emphasis on ecologically sound living, “designing out waste” is now an aspiration shared by many creators. Sustainable design processes can help lower production costs and reduce environmental impact. The designs of the future will necessarily be green, and the intellectual property system will encourage designers to produce them, by helping to protect original designs against unauthorized copying and imitation. In international markets, companies need to be able to protect their designs quickly and cost-effectively in several countries. WIPO’s Hague System for the International Registration of Industrial Designs - which simplifies that process - saw a 30 percent increase in international applications last year. On World Intellectual Property Day 2011, WIPO joins the Philippines in celebrating the designers today, who are designing the future. Francis Gurry Director General World Intellectual Property Organization (WIPO)

ost people are aware of intellectual property (IP) of copyright, patents, industrial designs and trademarks. But many still view these as business or legal concepts with little relevance to their own lives. To address this gap, WIPO’s Member States decided in 2000 to designate an annual World Intellectual Property Day. They chose April 26, the date on which the Convention establishing WIPO originally entered into force in 1970. Intellectual property surrounds us in nearly everything we do. At home, at school, at work. At rest and at play. No matter what we do, we are surrounded by the fruits of human creativity and invention. World IP Day is an opportunity to highlight the significance of creativity and innovation in people’s daily lives and in the betterment of society. Each year, WIPO and its Member States celebrate World Intellectual Property Day with activities, events and campaigns. These seek to increase public understanding of what IP really means, and to demonstrate how the IP system fosters not only music, arts and entertainment, but also all the products and technological innovations that help to shape our world.
World IP Day poster from www.wipo.int

Today, we celebrate the creativity of the Pinoy as we listen to his music, read his prose, and enjoy the fruits of his inventions and innovations. As we join the world in celebrating the 11th World Intellectual Property Day, we at the Intellectual Property Office of the Philippines are here to promote respect for and protect the Pinoy talent. We want to see that talent bear fruit, gain recognition, and earn just remuneration. We also thank our partners in the National Committee on Intellectual Property Rights, the various intellectual property organizations and associations, the World Intellectual Property Organization, the United States Patent and Trademark Office, the European Union, and many others who have helped us achieve milestones in the development of domestic creative activity for the common good. Let us continue to create and respect Filipino art, brands, inventions and innovations. They help shape our future. Mabuhay! Atty. Ricardo R. Blancaflor Director General Intellectual Property Office of the Philippines

The aims of World IP Day are: •to raise awareness of how patents, copyright, trademarks and designs impact on daily life; •to increase understanding of how protecting IP rights helps promote creativity and innovation; •to celebrate creativity, and the contribution made by creators and innovators to the development of societies across the globe; •to encourage respect for the IP rights of others.


IPOPHL Director General Ricardo R. Blancaflor and WIPO Director General Francis Gurry signed two cooperation agreements to establish patent libraries in the Philippines and automate IPOPHL’s systems during the 48th General Assembly of WIPO member states held in Geneva.

Arbitration for Intellectual Property Disputes
The Intellectual Property Office of the Philippines (IPOPHL) will formally launch specialized arbitration as an alternative mode of dispute resolution for intellectual property disputes in a ceremony to be held at the Supreme Court in Padre Faura, Manila. Chief Justice Renato Corona and IPOPHL Director General Ricardo Blancaflor will grace the event. IPOPHL previously opened its mediation center last January. By offering both mediation and arbitration, IPOPHL is the first intellectual property office in Asia to offer a complete range of options for quality and efficient dispute resolution. Intellectual property disputes have a number of characteristics that may be better addressed by arbitration than litigation. Because of the special nature of intellectual property issues, there is a need for more appropriate rules for disputes, which often contain provisions for confidentiality and require a measure of technical expertise from the decision maker. With a view to securing neutrality, flexibility, efficiency and expedited enforcement, parties are increasingly resorting to arbitration to resolve existing or future disputes involving intellectual property rights. The IPOPHL responded to this challenge through the establishment of an arbitration mechanism in cooperation with the World Intellectual Property Organization and the Philippine Dispute Resolution Center, Inc. The final IPOPHL Arbitration Rules were drafted in cooperation with local and international experts including Dean Custodio Parlade, Atty. Victor Lazatin (PDRCI), Atty. Salvador Panga (PDRCI), Atty. Lope Manuel (Executive Director of the IPOPHL Arbitration Office), Professor Gwen De Vera (UP Law Center and PDRCI), Ms. Sarah Theurich (WIPO) and Mr. Ignacio De Castro (Deputy Director of Arbitration and Mediation Center of WIPO). Since the success of arbitration depends in large part on the quality of the neutral arbitrators, a special

Cory’s Paintings to be granted CoPyright registration by iPoPhL
On April 29, 2011, IPOPHL will issue the maiden copyright registration and deposit certificates in favor of the Ninoy and Cory Aquino Foundation (NCAF). These certificates will cover the paintings created by the late President Corazon C. Aquino. The Copyright Registration and Deposit System (CoRDS) will be fully operational by June 2011, after IPOPHL has completely transferred to its new office in Taguig City. With the launching of CoRDS, IPOPHL will begin accepting applications from artists, scholars and all copyright stakeholders in behalf of the National Library of the Philippines (NLP). This project is the longawaited fruit of a Memorandum of Agreement signed by the NLP and IPOPHL last January 25, 2011. Although registration is not the source of copyright, the process is legally required in order to complete the records of the National Library. In addition, IPOPHL magnifies the value of the copyright certificate by requiring the applicant to execute an affidavit of ownership, which will be reproduced at the back of each certificate. This serves as prima facie evidence of ownership and may be used in any proceeding. The IPOPHL-NLP partnership aims to modernize the system and provide this once Manila-based service to other areas where Intellectual Property Satellite Offices (IPSOs) are located, namely, Baguio, Tuguegarao, Angeles, Legazpi, Iloilo, Cebu, Cagayan De Oro, Davao, General Santos, and soon, in Tacloban.
accreditation program was held. From October to December 2010, IPOPHL, PDRCI and WIPO hosted three high level trainings in local and international intellectual property and arbitration laws, development and best industry practice. Mr. Ignacio De Castro, Deputy Director of WIPO Arbitration and Mediation Center, came to the Philippines to conduct training on specialized arbitration for intellectual property cases. The arbitrators also took and passed an accreditation examination conducted in the UP Law Center.

2011 World Intellectual Property Day Calendar of Activities
April 25-27 Patent and Patent Information Review for Innovation Technology Support Offices in Visayas and Mindanao Patent Drafting Seminar-Workshop for faculty members, scientists, and researchers, Tacloban City April 26 Piracy Watch, 11AM on DZRJ 810 kHz April 27-29 Patent and Patent Information Review for Innovation Technology Support Offices in Luzon and NCR April 28 Opening of the 10th IPOPHL Satellite Office in Tacloban City Workshop on Copyright Systems in the Philippines and South Korea, 2-6PM, Edsa Shangri La Hotel
IP Basic Orientation Seminar for small and medium enterprises (SMEs) in DTI Regional HQ Tacloban City

April 29 Issuance of maiden copyright registration and deposit certificates in favor of the Ninoy and Cory Aquino Foundation over Former Pres. Cory Aquino’s paintings, 8-10AM, IPOPHL IPOPHL, PDRCI launches arbitration for intellectual property disputes, 11AM-2PM, Supreme Court IP on TV presents World IP Day on Global News Network, channel 8 on Destiny, 7-8PM ---------------------------------------------------------------For more details, contact IPOPHL at (02) 238 6300 local 514.

iPoPhL pools legal research on intellectual property
IPOPHL, through its IP Legal Knowledge Managementy Group, will present topics on intellectual property research to be undertaken by its partner organizations on April 29 at the launch of the IPOPHL Arbitration Centre at the Supreme Court. The topics on legal research are the following: fair use in the academe (IP Alumni Association), comparative study of the systems of registration of geographical indications either under a sui generis protection system or under the trademark system in different jurisdictions (IP Association of the Philippines), comparative study on the systems of registration of certification marks in different jurisdictions (IP Coalition), criteria and indicators for determining well-knownness of a trademark (IP Foundation), comparative study on the systems of registration of non-traditional marks in different jurisdictions (Licensing Executives Society - Philippines), patents (IP PRO); and originality requirement in literary and artistic works (DLSU Manila-IPO). The research will be presented in a lecture series in October in celebration of the Intellectual Property Rights Week.

IPOPHL starts trainings for patent libraries
Thirty universities all over the country have signed into the Innovation Technology Support Office (ITSO) program of IPOPHL. Two on-site workshops and a distance learning course have been completed in partnership with the World Intellectual Property Office. A review course will be held on April 25-27 in Cebu and on April 27-29 in Manila. ITSOs are composed of universities and associations which have considered patents and the patent system as a potent source of information that will help them further develop their own researches and other services. They also act as patent libraries. According to IPOPHL Director General Ricardo R. Blancaflor, IPOPHL “envisions the ITSOs to be the engines of development that will put the country in the map of innovation and technological development.” There are now 18 institutions which will attend the trainings in Manila and 10 institutions in Cebu. Among the institutions with IPOPHL-established ITSOs in Manila are Adamson University, Ateneo De Manila University, Ayala Foundation, Inc., Benguet State University, Bicol University, De La Salle University, Don Bosco Technical College, Don Bosco Communications and Information Technology Institute, Mapua Institute of Technology, Technology Application and Promotion Institute, University of the Philippines Manila, and the University of Santo Tomas. ITSOs in Cebu are located in the Cebu Institute of Technology University, Mindanao University of Science and Technology, University of Cebu, University of the Philippines Visayas, University of San Carlos, University of San JoseRecoletos, University of Southeastern Philippines, Visayas State University, and West Visayas College of Science and Technology.

DOST Secretary Mario Montejo (second from left) and IPOPHL Director General Atty. Ricardo R. Blancaflor (second from right) sign an agreement to establish patent libraries in universities and research institutions nationwide to address missed innovation opportunities.


th World Intellectual Property Day

Designing the Future April 26, 2011

MAKATI CITY, Philippines - The culture of innovation continues to flourish all over the country as patent and trademark applications post triple digit growth. In a report released today, the Intellectual Property Office of the Philippines (IPOPHL) stated that its satellite offices in Baguio, Tuguegarao, Angeles, Legazpi, Iloilo, Cebu, Cagayan de Oro, Davao, and General Santos have recorded 1,026 patent and trademark applications across the country from January to December 2010. “An effective IP regime in the countryside will reap benefits for the entire nation as it will generate jobs, eradicate poverty, enhance global competitiveness and improve the quality of life of Filipinos,” said Atty. Ricardo R. Blancaflor, Director General of IPOPHL. Of the 1,026 applications filed in 2010, 789 were for trademarks, 154 for utility models, 47 for industrial designs and 35 for inventions. Region VII (Central Visayas), where the Cebu IP Satellite Office is located, contributed the most trademark applications with 119 filings, followed by Region XI (Davao) with 70 filings. With patent filings, Region VII again topped the list with 45 patents; the National Capital Region (NCR) ran a close second with 44 patent filings. Another tangible output from the IP Satellite Offices is the “Embedment of IP Education in the Curriculum of HEIs in the Caraga Region.” This was made possible through the collaboration between IPOPHL and the Intellectual Property Advocates of Caraga. Before 2008, the Western Visayas College of Science and Technology (WVCST) tried several times to apply for a patent or utility model of products developed by their faculty and student researchers. Their request for help resulted in a three-day seminar workshop with follow-up workshops that

Bringing Intellectual Property Closer to the Regions

yielded heartening results. The college now has six granted utility models registration, eight utility model pending applications, and two patent pending applications. Aside from the initial training conducted by DOST-TAPI, IPOPHL set up a series of seminar-workshops for the college. These workshops helped the college hone its IP policy, change the research paradigm, and influence faculty researchers and research professors. The college is working to be the Innovation Technology Support Office (ITSO) in Region VI. The goal is for region VI to become the IP hub in the Visayas. The IP satellite offices (IPSO) program was created to engage inventors and entrepreneurs in the countryside and encourage them to grow their intellectual property (IP) by registering their creations. Through this initiative, IPOPHL taps not just individual IP generators but industry associations, inventors’ groups, and the creative sectors as well. By decentralizing its services from its headquarters in Makati, Metro Manila, IPOPHL is able to provide fast and efficient service to IP generators and users in the provinces. This initiative is undertaken by IPOPHL in cooperation with the Department of Trade and Industry’s Regional Operations and Development Group. In 2008, its first year of implementation, a total of 139 applications were received by the IP satellite offices – 133 for trademarks and 6 for patents. In 2009, a total of 642 applications were filed (530 trademarks and 112 patents) or an increase of 362%. In 2010, IP filings significantly increased by 60% over the previous year. IPOPHL will open its 10th satellite office in Tacloban City on April 28, 2011. The launch will be held at the Region 8 headquarters of the Department of Trade and Industry (DTI).

Register your intellectual property now.
Contact your nearest IP field specialist
IP Field Specialist / Address Region
National Capital Region (main) Cordillera Administrative Region Region 2 Cagayan Valley Region 3 Central Luzon

Phone Numbers

Fely Jarata (02) 238-6300 local Intellectual Property Office of the Philippines, 140 / 751-0395 #351 Gil Puyat Avenue, Makati City 1200 Jeanne Dugui-es DTI - Cordillera Administrative Region Ground floor, Jesnor Building, #4 Carino Street, Baguio City NERBAC Bldg., DTI Region 2 Regional Government Center, Carig Sur, Tuguegarao City Arnel A. Diego 2/F Angeles Business Centre, Teresa Avenue, Nepo Mart Complex, Angeles City, Pampanga ABN Plaza, 2nd floor, MacArthur Highway, Sindalan, San Fernando, Pampanga (074) 442-6185

(078) 846-7466

(045) 625-9290

(045) 860-4625 (052) 480-5721

Region 5 - Bicol

Sarah C. Deleoz 3/F ACCI Foundation Bldg., Bonot, Legazpi City

Region 6 Western Visayas Region 7 Central Visayas Region 8 Eastern Visayas Region 10 - Northern Mindanao Region 11 - Southern Mindanao Region 12 Soccsksargen

Joenell S. Projillo (033) 335-0548/ 335Ground Floor DTI Building, J.M. Basa-Peralta 0060 Streets, Iloilo City Jeonero B. Bollozos (032) 255-0037/ 412Unit 311 WDC Building, Osmena Blvd. corner 1868 local 209 P. Burgos St., Cebu City DTI Region 8 Government Center, 6501 Pawing, Palo, Leyte Regybelle Joy P. Fuentes NACIDA Building, Corrales St. cor. A. Luna St. 9000 Cagayan de Oro City Marie Lou M. Gabiana 4/F, Mintrade Building, Monteverde Avenue corner Sales Street, Davao City Jessel P. Original Ground Floor, R.A. Building, South Osmena St., General Santos City (053) 323-5680 (08822) 722278

(082)224-0511 local 417 (083) 552-8385 / 553-1033


th World Intellectual Property Day

Designing the Future April 26, 2011

IPOPHL now in 10 cities nationwide
The Intellectual Property Office of the Philippines (IPOPHL) is set to open its 10th satellite office in Tacloban City on April 28, 2011 at the Region 8 headquarters of the Department of Trade and Industry. IPOPHL will sign a memorandum of understanding with the Department of Science and Technology and the Philippine Chamber of Commerce and Industry. Atty. Ricardo R. Blancaflor, Director General of IPOPHL, Ms. Cynthia R. Nieras, Regional Director of the Department of Trade and Industry (DTI)-Region 8, Engr. Edgardo M. Esprancilla, Regional Director of the Department of Science and Technology (DOST)-Region 8, and Mr. Virgilio Andrade, Regional Governor of the Philippine Chamber of Commerce and Industry-Region 8 will grace the event. The IP satellite offices accept applications for trademarks, patents, utility models and industrial designs.

GlobAl FIlIPIno brAnDs throuGh the MADrID ProtoCol systeM
application in the Philippines. Deputy Director General Wang Binying of the World Intellectual Property Office graced the event. The move was welcomed by the Philippine Chamber of Commerce and Industry (PCCI) and the Filipino brands may soon be Philippine Retailers Association (PRA). able to protect their trademarks in up to 85 countries without having to leave the country. In a cocktail launch in Makati, IPOPHL launched a system of registration for trademarks under the Madrid Protocol, an international treaty which offers a trademark owner the possibility of having his or her trademark protected in several countries by simply filing one

IPOPHL and the Ateneo de Manila Law School (ALS) launched the country’s first Masters of Law Degree in Intellectual Property Law (Ll. M. in IPL) with a signing of an agreement at the IPOPHL headquarters in Makati City last January 28. The Ll. M. Program will be offered in the Ateneo Law School starting May 2011. The Ll. M. Program is designed for lawyers who wish to acquire the skills required to play a leading role in IP in the country. Upon satisfactory completion of the program, students will be awarded a “Masters of Law Degree in Intellectual Property” by the Ateneo de Manila University and the IPOPHL.

Ateneo-IPOPHL Masters of Law in Intellectual Property

NESTLE 9 x 25 FC


th World Intellectual Property Day

Designing the Future April 26, 2011

IP Trivia
2. What is 2010’s most valuable trademark at US$70,452M?

1. What is the first invention granted a patent by the IPOPHL?

3. How much has the University of Florida earned in royalties from Gatorade?
5. When did the IPOPHL grant trademark registration to Francis M., Sharon Cuneta and Manny Pacquiao? 8. What are the oldest Filipino registered trademarks?

4. When was Mang Inasal registered as a trademark with IPOPHL?
6. Which Filipino skin care formula was awarded the Gold Medal by the World Intellectual Property Office in 2005?

7. How many Binibining Pilipinas beauties have joined the Intellectual Property Office of the Philippines as trademark examiners?
(Answers on next page)

9x26 B&W BSA


th World Intellectual Property Day

Designing the Future April 26, 2011

New PHAP head focuses on access and ethics in healthcare

The Pharmaceutical and Healthcare Association of the Philippines (PHAP), composed of the country’s trusted providers of life-saving medicines, has announced the appointment of Merck, Sharp & Dohme (MSD) managing director Chris Tan as its new president. Tan succeeded PHAP’s immediate past president Reiner W. Gloor who will continue to serve as the organization’s executive director. Tan will serve as concurrent president of the PHAPCares Foundation, the corporate social responsibility arm of PHAP. Serving with Tan are elected PHAP Board Officers and Trustees for 2011, namely: First Vice-President Carlito Realuyo (Sanofi-Aventis, general manager), Second Vice-President Roberto Taboada (GlaxoSmithKline, president and managing director), Secretary Jane Villablanca (Janssen Pharmaceutica, general manager), Treasurer Mike Becker (Zuellig Pharma, president and CEO), Reiner Gloor (PHAP executive director), Amal Kelshikar (AstraZeneca, marketing company president), Chris Eberle (Metro Drug, general manager), Sang Noh (Bayer Schering Pharma, general manager) and Eric Van Oppens (Novartis, president and CEO). As president, Tan said that the organization will continue working with the government in realizing its vision to provide access to affordable, quality and equitable healthcare to Filipinos. Under the new set of officers and trustees, PHAP members will remain committed to the research and development of life-saving medicines for diseases with high incidence rates in the country so that Filipinos will lead healthier, longer and more productive lives. As PHAP turns 65 this year, Tan committed to the active participation of industry members in various efforts to achieve Universal Health Care which is a sectoral reform program that embodies the national aspiration that all Filipinos would have access to the highest health care possible regardless of one’s status in life. PHAP will likewise continue to be instrumental in professionalizing the industry and its workforce through the strict adherence to local and international codes of ethics for the pharmaceutical industry.

PHAP names 2011 officers and trustees

Answers to IP Trivia: 1. Patent No. 0000001 was awarded to “the process of extracting vegetable oil from fresh mature coconut meat” on September 14, 1948. The patent owner were Pablo Robledano and Eduardo Ruiz de Luzuriaga of Bais Central, Negros Oriental. 2. Coca-Cola, according to Interbrands.com. 3. The University of Florida earns US$11M a year in royalties from Gatorade,

4. The trademark “Mang Inasal Home of Real Pinoy Style Barbecue” is registered to Edgar Sia since May 28, 2007. 5. FrancisM Clothing Company was granted registration for the 3 Stars
& a Sun logo in August 20, 2009. Manny Pacquiao was granted a trademark over his name on January 20, 2011. Sharon Cuneta is a registered trademark for jewelry, bags, hair accessories

a sports drink invented in 1965 by a team of researchers at the University of Florida.

and the like since February 25, 2008. 6. Rolando dela Cruz developed RCC’s formula that easily removes deeply grown moles and warts from the skin without pain or scarring. 7. None. However, Binibining Pilipinas Charities owns three registered trademarks over the Binibining Pilipinas logo. 8. San Miguel Beer and Tanduay. The trademark law of the Philippines was first promulgated by Queen Regent Maria Cristina of Spain on October 26, 1888.


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