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TheUKin2020AvisionforgrowthinIP-richbusinesses 2 IntellectualPropertyaUKsuccessstoryWhatconnectsabespectacledwizardtohandbagsIntellectualProperty.3TheUKhasanenviableplaceintheworldgiventhehistoricandcurrentsuccessofourcreativeandbrandmanufacturingindustriesanddesigncommunity.ThissuccessisseeninthemusicindustrywiththeglobalimpactofartistssuchasAdeleOneDirectionandMuseinthelmandTVindustrywithworldwidesalesofprogrammessuchasDowntonAbbeyinthevideogamesindustrywithinnovativeproductssuchasLittleBigPlanetandinpublishingthroughbookssuchasHarryPotter.ThetransitionofHarryPotterfromaseriesofnovelstoalmfranchisethemeparkandonlinecommunitydemonstratestheinnovationthatwaspossiblewhenJKRowlingwasabletoretaintheabilitytochoosehowherIPwasusedanddeveloped.Howeveritisnotjustinthecreativeindustrieswhereweleadtheworld.TheUKishometonumerousgloballysuccessfulbrandsfromMulberrytoAstonMartinwhoseappealisbasedontheheritagedesignandinnovationfoundintheUK.IntellectualpropertyIPrightstheintellectualcapitalwhichunderpinsthecreativityandinnovationthesebusinessesrelyonisthebasisofthissuccess.TheroleIPplaysindeliveringsought-aftercontentcompetitivebusinessesandqualityproductsisnotjustseeninwell-knownartiststitlesandcompanies.Itisalsofundamentaltothesuccessandgrowthoflonemicrosmallandmedium-sizedbusinessacrosstheUK.MillionsofeverydayitemswetakeforgrantedwouldnotexistiftheircreatorshadbeenunabletocommercialisetheirIPrightstheleadingsmoothiebrandinyourfridgethehandcreamonyourdresserthelampinthecornerofyourlounge.Safeguardingthiscreativityiswhatenablestheseindividualstobenanciallyrewardedandforcompaniestogenerateemploymentandattractinwardinvestment. SuccessofUKIntellectualPropertyFilmandtelevisiontourismisworthanestimated1billionayeartotheUKDesignindustryemploys350000peopleandUKmusicartistswereresponsiblefortheworldsbestsellingalbumTheUKisthelargestglobalexporterofmusicaftertheUSandisworth1.4billiontotheUKeconomy6outofthepast7yearsInternationalsalesfromUKTVprogrammesin2012PremierLeaguefootballhasaglobalaudienceof4.7billionpeopleUKbusinessesspend35billionondesigneachyear4UKpublishingisworth5billion.40ofUKpublishingsalescomefromexports1millionpeopleareemployedintheUKcreatingandbuildingbrands1.2billionTheUKgamesindustryisthelargestinEuropeandgenerates2billioninexportseveryyear Buildingonsuccess5HowdoweensurethattheUKspositionasaworld-leaderinproducinginnovativebrandsproductsandcreativecontentismaintainedThatby2020theUKisseenasthebestplaceinwhichtostartbuildandbaseanIP-richbusinessWeneedtomoveawayfromthepolariseddebateofthepastwheretheinterestsandneedsofconsumersweredeemedseparateandinconictwiththeinterestsandneedsoftheownersofintellectualproperty.Creativebusinessesarelocatedacrossthecountryandconsumerscannowaccessandbuyproductsfromlocalnationalandinternationalmarketsinwayswhichwereneverbeforepossible.EnablingconsumerstobuyincompetitivemarketsandallowingbusinessesinScotlandcompetewiththoseinShanghaimeanssupportingintellectualproperty.BurgonBallhasrootsdatingbackto1730andcurrentlyemploysaround50people.Wehavedevelopedareputationforproducinginnovativedesign-ledtoolsandaccessoriesforthegardenmarket.Weinvestinrunningafulltimein-housedesigndepartment.Wesketchandreneprototypeandtestideaafterideaconstantlylookingfornewsolutionstoproblemsgardenersfaceandforwaystomakeproductsperformbetterandlookbetter.In2013ourproductswonsomeofourindustrystopawards-theGardenIndustryManufacturersAssociationAwardforBestNewGardenRetailProductforourKneeloKneePadsandtheGardenLeisureExhibitionAwardsforBestNewGiftProductandBestofBritishDesignforourRHSGiftsforGardeners.PlusourCompostAeratorwasshortlistedforChelseaNewProductoftheYear.ProtectionofourIPrightsisliterallyvitaltothissuccessandtoourfuture.Ifcompetitorsrideonthebackofourideascopyourproductsandstealoursalesthenoursignicantinvestmentindesigncreationisnotviable.Wehaveundertaken22actionsofdesigncopyrightortrademarkinfringementinthelast2yearsalone.Whilsttheseactionspreventsomeofthedamagetheyareenormouslycostlyandtimeconsumingtoundertake.WeurgetheGovernmenttocontinuetoraisetheproleandprotectionofIPandchangethecultureofinfringementtoacultureoforiginalcreativity.BurgonBallGardenandagriculturaltooldesignersandmanufacturersShefeldHeatherCulpanManagingDirectorWithcompetitionfromothercountriestheUKneedstohithometotheworldthatwenotonlynurtureIPwellbutprotectdevelopandpositivelyexploititALondon-basedcollectingsocietyAnindicationoftherangeofbusinessesacrosstheUKwhichrelyonIP 6DeliveringforconsumersTherelationshipbetweenbusinessandtheconsumeriswhytheUKhassuccessfulcreativeindustries.InnovationsinthewayconsumersviewandengagewithcontentareallowingthemtoexperiencetheirfavouritemusicTVshowsbooksandlmsinwaysthatwereneverbeforepossible.TheUKscreativeindustriesproducecontentthatpeoplelove.Thesebusinessesaredevelopingandusingstateofthearttechnologytodesignandlaunchnewwaysforconsumerstoaccessthiscontentdigitallywhentheywanttoontheelectronicdevicetheywanttoandatarangeofpricepoints.Brandsfullanincrediblyvaluablefunctioninsignpostingtoconsumersaproductsqualityandheritage.Companiesinvestheavilytoensurethatconsumershavethebestexperienceofthatproduct.UKbrandsarenowexpandingintothedevelopingeconomicpowersandprovidingthatexperiencetoconsumersaroundtheworld.Ripstoneisntyourtypicalgamespublisherandweworkhardtomakesureitstaysthatway.Wetakeadifferentapproachtopublishingtherelationshipswebuildwithcreativeteamsandfundamentalbusinessmodelsthatdriveit.Wetakeprideinthefactwereempoweringgamedeveloperstocreatefreshandinnovativeexperiencesforgamersallovertheworldonallgamingplatforms.WegetarealkickoutofworkingdirectlywithincrediblycreativegamedevelopersaroundtheglobeonaneclecticmixoforiginalgamingIP.Crazymind-readinggamessetinapaperworldandmovie-qualitykidsgamesfromex-Pixaranimators.Wepublishprobablythebestchessgameintheworldandwillsoonfollowitwithapoolgamethatblursthelinesbetweenwhatsrealandwhatsarticial.TheteamatRipstonehavevastexperienceinvideogamesandlmshavingbeenresponsibleforsomeofthemostwell-knownrespectedandcommerciallysuccessfulgamesofrecentyears.WeinvestheavilyinthecreationofnewIPandourlong-termstrengthandthefutureoftheteamsthatdreamtheideasupliesinourabilitytoleveragethatcatalogueofIP.RipstoneGamesDeveloperPublisherLiverpoolPhilGaskellCreativeDirectorandCo-Founder 7DeliveringforbusinessesTheAlliancehastalkedtobusinessesinthecreativeandbrandedsectorsthroughaCallforViewsprocesstoexplorewheretheirIPprioritieslie.ThesebusinessesrangedfromsomeoftheworldsmostfamousmultinationalentertainmentbusinessesLondon-basedmusiciansthrivinggamesstudiosinthenorthofthecountrytodesignersworkingfromhomeintheWestCountryandretailersthatyouwouldndinhighstreetsacrosstheUK.ThesebusinessesandcreatorstolduswhattheythoughtofthepoliciesoftheGovernmenttheircondenceinprotectingtheirideasandhowmuchtheirIPmeanstothem.BusinessestoldusthatIPisveryimportanttotheirgrowthDevelopmentsintechnologyoffersignicantgrowthopportunitiesAstablelegalframeworkisimportanttotheirbusinessButthatTheGovernmenthasnotbeenveryeffectiveinmakingtheUKanattractivelocationtobaseabusinesswhichreliesonIPforitscommercialsuccessPublicenforcementbodiesarenotveryeffectiveinpolicingIPcrimeCurrentdeterrentsagainstIPinfringementarenotveryeffectiveThebiggestthreatsfacingthesebusinesseswereseenaspiracycopyingcounterfeitingandtheweakeningofIPrights.ButtheydidnotfeelthatexistingdeterrentswereenoughofanincentivetoinfringementRespondentsoverwhelminglysawIPasveryimportanttothegrowthoftheirbusinessRespondentssaidthatastableIPframeworkiscrucialtoensuringinvestmentintheirbusinessOrthatpublicenforcementbodieshadbeenparticularlyeffectiveinpolicingIPcrimeButdidnotbelievethattheGovernmenthadbeenparticularlyeffectiveinmakingtheUKanattractivelocationtobaseanIP-richbusinessAndthattheysawdevelopmentsintechnologyasagrowthopportunity899101VeryImportantSomewhatimportantImportantnorunimportantSomewhatunimportantVeryunimportant6463315ToalargeextentToamoderateextentToalittleextentNotatallVeryeffective3Somewhateffective36Notveryeffective38Veryineffective22Toalargeextent74Toamoderateextent19Toalittleextent6Notatall1Toalargeextent64Toamoderateextent29Toalittleextent6Notatall1Veryeffective3Somewhateffective37Notveryeffective40Veryineffective19 8WhatdoesGovernmentneedtodoCreateanintellectualpropertyenforcementframeworkforthedigitalage.ThetechnologyandcreativesectorsrelyoneachotherandtheframeworkshouldensureallplayersinthedigitaleconomyhaveadutytoprotectbusinessesandconsumersonlinefromintellectualpropertyinfringementStronglycommittoimplementstatutorymeasurestosecureresponsibleconductbyintermediariesshouldself-regulationorvoluntaryarrangementsfailtoreduceonlineinfringementCommittocontinuetofundthePoliceIntellectualPropertyCrimeUnitPIPCUDirecttheNationalCrimeAgencyandotherstodeliveronthecommitmentinthelatestIPCrimeStrategytoenhancelegitimatetradeanddisruptillegalactivityEnsureIPisproperlyrecognisedbytheinvestmentcommunityCreateanewIPnanceteambasedinBISwhichwouldbetaskedwithensuringthatthoseinvolvedingovernmentbackedloansunderstandIP-backednanceSupportIPbusinessesthroughtheGovernmentsBusinessBankbysettingabaselevelforfundingforIPbusinessesfromthebankCreateamemorandumofunderstandingbetweenUKTIandtheUKIPOtoensurethattheyworktopromoteIP-richexportersandprovidesuitableadviceincludingexpansionofthesuccessfulIPattachsGivetheIPOastatutoryobjectivetopromoteandprotectIPRequireittoreportannuallyonhowitsactivitieshavecontributedtothecreationofnewcopyrightworksimprovedtheenforcementofIPrightsandincreasedtheawarenessoftheimportanceofIPtosocietyandtheeconomyContinuetomonitorthevalueofIPbusinessestotheUKeconomyStandupfortheinterestsofUKIP-richbusinessesataEuropeanlevelAddressoutstandinganomaliesinlegislationsuchastheinconsistencyofpenaltiesforcopyrightoffencesinconsistencybetweenthelegalprotectionaffordedtodifferentIPrightsthelackofredressforcopycatpackagingandlackofdeterrentinthedamagesregimeEnsureathorougheconomicandsocialcaseismadewhenproposingchangestotheIPframeworkincludingassessingwhetherlegislativeinterventionisproportionatetotheproblemHowdoweensurethattheUKcontinuestobeagreatplaceforIP-businessesandcreatorstoinnovateandgrowListeningtowhatbusinessestoldusinourCallforViewswehaveidentiedanumberofrecommendationsforGovernment.ByimplementingthesetheGovernmentwillgoalongwaytoensuringthattheUKisthebestplacetostartandgrowanIP-richbusiness. WhatdoesIndustryneedtodo9ItisnotjustGovernmentthatneedstoworktoensurethattheUKisthebestplacetobaseanIP-richbusiness.IndustryhasanimportantroletoplayandmustbuildonitsworkchampioningIPindustriesathomeandabroad.AssuchindustryneedstoIndustryactivityIndustryisworkingonnewinnovativeandcollaborativewaystoraiseawarenessofthevalueofintellectualpropertyfacilitatelicensingdealsandhelpconsumersndlegalonlineservices.Belowarejustsomeofthesesuccessfulinitiatives.ContinueeffortstoeducateconsumersontheimportanceofthecreativeandbrandedindustriesandtheroleIPrightsplayinsupportingthese.ThisincludesensuringthatpeopleareawareoftheirrightsandresponsibilitiesasconsumersBuildonexistingindustry-ledinitiativessuchastheCopyrightHubandTheContentMapwhichhelpbusinessesandconsumersaccesscontentlegallyContinuetoprovidehigh-qualityevidencetoParliamentandGovernmentsothattheimpactofpolicy-makingdecisionsarefullyunderstoodandassessedBuildandmaintainstrongrelationshipswithpolicy-makersattheUKandEuropeanlevelandencouragetheirsupportforIP-richindustriesContinueitsworktoprotectIPrightsatalllevels.IndustryinitiativessuchastheRealDealcombatcriminalityatalocallevelandhelplocalbusinessesaswellasrightsholdersInadditiondevelopmentsinlicensingandtechnologymeanthatItispossibletowatchPremierLeaguematcheseitheronalivedelayedhighlightsorclipsbasisacrossanumberofplatformsin211countriesThereareover80legaldigitalmusicservicesintheUKmorethananywhereelseintheworldandover40onlinelmandTVservicesTherearenumerousvideogamessitesthatallowtheconsumertoplayonlineordownloadgamesAvastarrayofacademicjournalsareavailableonlineThereiswidespreadavailabilityofe-booksforthemainstreamcommercialmarketwiththevastmajorityofnewreleasesavailableine-bookandtraditionalprintformats 10Visionfor2020ForcreativityandinnovationtocontinuetothriveandfortheUKtoremaingloballycompetitiveindustryandGovernmentneedtoworktogethertoensurethatby2020creatorsconsumersandinvestorschoosetheUKwhendecidingwheretobasetheirbusinesses.ProtecttheincentivestoinvestIfwearegoingtodeliverthatvisionfor2020weneedtoensurethatcreativitycanbeprotectedandIPrightscanbesafeguarded.IPinfringementharmscreatorsreducesbusinessinvestmentwhichinturnimpactstheviabilityofnewcontentproductsandservicesresultinginthepubliclosingout.Someofthosewhotakepartincommercial-scaleinfringementofIPhaveprovenlinkstootherareasofcriminalityleadingtoadetrimentalimpactonlocalcommunities.AllpartsofgovernmentmustworktogethertoreduceIPinfringementandgiveitahigherpriority.ProvidestabilityIfpeoplearetoinvestinIP-richbusinessestheyneedastablelegalframework.TheUKhasseen32consultationsaroundIPsince2006andsignicantchangestoIPlawintheUK.Clearlysomechangecanbepositivebutcontinualreformcanalsodamagecondenceininvestmentreduceemploymentandimpactpeopleslivelihoods.ThenextGovernmentmustensurethatanypotentialchangesaremeasuredaccordingtothebenetstheywillbringtoUKbusinessesandthepeoplethatrelyonIPfortheirliving.ThisalsomeansthattheUKmuststandupandpromoteourIP-richindustriesinBritainandinternationally.CometogetherThepeopleandcompaniesthatmakeuptheIP-richindustriesarediversefromindividualdesignerstomultinationals.Theircreativityrangesfromjewellerydesigntogloballmproduction.WeurgeeveryindividualcreatorandbusinesswhoreliesonIPtoshareourvisionfor2020supportthismanifestoandjoinourcallfortheGovernmenttodothesame.Ourbrandsareattheheartofwhatwedotheyarethecornerstoneofourperformanceambition.Wearefortunatetohaveanincrediblydiverseportfolioofoutstandingbrandsatalmosteverypricetierofeverycategoryaddressingconsumerneedsacrossarangeofsegments.OurstrategicbrandsincludeJohnnieWalkerGuinnessSmirnoffBaileysJBCaptainMorganandTanquerayandeachofthemenjoysrichheritageandappealstoconsumersacrossgeographies.Togetherthosebrandsrepresenttwothirdsofournetsales.WeareveryproudofourbrandsheritageandspeakingasIPCounselforWesternEuropethereisaparticularprideinknowingthattheUnitedKingdomisthespiritualhomeofthecompanytheplacefromwhereanumberofourgreatbrandsoriginate.DiageoLeadingpremiumdrinkscompanyLondonRomainDourlenIPCounselWesternEurope 11 Members