Diego Cervieri is CEO of Horus
How is digitalisation affecting IP enforcement?
Although the root has not changed in our field – on-line enforcement – the types of infringements and the different ways of acting have changed over time. Nowadays, trademark phishing is much more common than it was a few years ago. The commercialisation of social networks has also changed the rules of the game. This has multiplied the types of infringement and not everyone is keeping up with the pace of change, so it is necessary to constantly update enforcement mechanisms.
Who has been the biggest inspiration of your career?
My sister, Virginia Cervieri. With a great deal of effort, dedication, sacrifice, and responsibility, she has managed to build an international firm together with her partners. What I admire most about her is her knowledge of the profession, her ability to adapt to change, as well as her strength when facing adversity. I consider her an adventurer. A quote by Paulo Coelho she often cites describes her perfectly: ‘The ship is always safe at the shore, but that is not what it was built for.’
How did you overcome the strongest IP challenge you have faced in recent years?
Through team-working and knowledge – of the latest techniques counterfeiters are deploying, and how the law can be applied to combat them. It is vital to have a strong network of contacts you can draw on and collaborate with.
How has the pandemic affected the nature of the legal problems you are solving?
On-line commerce in Latin America has been deeply impacted by the pandemic. Not only because offenders have turned to virtual sales, but also because the number of sales sites and people accessing the Internet has increased. The age range of virtual buyers has also widened, and this is a reality that is here to stay. More than ever, brand protection in online commerce has become a key factor.
What is your favourite book, blog, or podcast on IP?
I always remember with great affection the first book I read about the world of intellectual property, written by a Uruguayan author named Daniel Lamas: Trademark Law in Uruguay. It was my starting point on a path that I am still traveling on. Several years after reading the book, I had the privilege of being able to work with him.