EDITOR’S NOTE The rise of social media


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Nicholas Lipinski


Managing editor Martin Essex


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Editor Ed Conlon


News editor Max Walters Sub-editor


Ros Bromwich Journalists


Leonie Mercedes


Editorial assistant David Brooke


Publisher Peter Garner


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Group advertising manager Matt Saunders


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TBO:  Cover image: Fiat


Are traditional advertisements dead as a format for online marketing? Tat’s one of the questions we pose in this issue of Trademarks & Brands Online, which compares the effectiveness of social media—still a relatively young gun—to more established advertising tools as methods of promoting a brand online.


Te answer? You’ll have to read on, but it’s clear that despite their benefits, social media require brands to be first or funniest in order to stand out from the crowd when reacting to an event going viral.


One brand that hasn’t ditched traditional advertising methods just yet is Fiat, the world’s seventh biggest car company. In a wide-ranging interview, the UK arm’s head of digital operations tells us that ‘programmatic targeting’ is a big focus for his company, although it is active on social media. Te interview provides a fascinating insight into how one of the world’s most recognisable car companies markets its brand online.


On the brand protection side, Fiat works indirectly with the Police Intellectual Property Crime Unit, a UK-based IP crime division which, among other things, removes adverts appearing on websites providing access to unauthorised content. To find out more, we visited its London headquarters to interview its departing chief, who explained in detail the unit’s work and what the future holds for it.


We also take an in-depth look at why owners of .brand generic top-level domains have yet to launch en masse and what they should be doing to prepare, while we assess the potential effectiveness of a new UK scheme that warns internet users who persistently download content illegally.


Finally, our ‘One to watch’ feature makes its first appearance in the magazine, with its aim being to highlight a new case or trend that businesses operating online should be following.


We hope you enjoy this issue. Ed Conlon, Editor


EDITORIAL PANEL


partner, Anand & Anand Fiat  vice president, Philips Intellectual Property & Standards  partner, DLA Piper Famous Four Media  senior director of product marketing, MarkMonitor  director of communications, NetNames  head of global digital marketing, KPMG  head of the internet committee, ECTA  partner, Finnegan, Henderson, Farabow, Garrett & Dunner LLP  partner, Jones Day   partner, Motsnyi Legal Services  partner, Edwards Wildman Palmer LLP partner, Crowell & Moring LLP  senior associate, Taylor Wessing LLP  of counsel, Covington & Burling LLP vice president of sales and marketing, Donuts  head of advertising and marketing law, Wragge Lawrence Graham & Co  partner, Hogan Lovells LLP  managing director, Milathan  partner, Wiley Rein LLP  partner, Boult Wade Tennant


www.trademarksandbrandsonline.com Trademarks & Brands Online Volume 3, Issue 3 3


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