Registering and protecting trademarks, designs, and inventions for more than 30 years – JSC Metida

Why pick JSC Metida, a leading Lithuanian intellectual property (IP) law firm specializing in the registration and protection of trademarks, designs, and inventions for more than 30 years now and boasting more than 6,000 international customers, is clear: the company is first in the European Union in terms of the number of trademark and design applications filed – Metida submitted over 7,900 European Union trademarks and community designs in a recent 12-month period, providing top-notch service along the way. The Baltic Times Magazine spoke to Laura Dziugyte, director of Metida.

How did you achieve such impressive numbers?

Our strategic endurance is key. At Metida, we consistently monitor market trends and global developments. Over the years, we have successfully adapted to changing competition, developed a strong in-house marketing team, and implemented a clear strategy for promoting our services and attracting clients. Additionally, we utilize a sophisticated IT platform that centralizes all data, enabling us to make informed, data-driven business decisions.

How has the approach to intellectual property protection changed in 30 years? Is Lithuanian companies' understanding and giving importance to brand or intellectual property already appropriate, western? What else do we differ from Western companies in that sense?

We observe a growing awareness of the importance of IP protection in Lithuania. An increasing number of businesses are investing in safeguarding their IP assets. However, there remains a financial challenge. While Western companies fully recognize that investing in IP protection enhances the overall value of their businesses, many SMEs in Lithuania still fail to see the long-term benefits and perceive it as an unnecessary expense.

What are some classic mistakes, especially by startups? Can you, please, think of a more prominent example of the price a company has had to pay in legal disputes for not paying enough attention to protecting its brand, design, or intellectual property?

I would like to highlight a few major mistakes companies often make regarding trademarks, designs, and patents. When companies create their brand (a trademark, which may later be protected as a wordmark, logo, or another form), they often forget to check whether a similar brand already exists in the market. Companies invest a significant amount of money into developing a brand strategy and brand book, only to later face opposition from the owners of an earlier brand who have the full right to deny the registration of the trademark. In such cases, the company that has invested heavily in building a strong brand may have to start the process over from the beginning. Another example involves inventions: in many cases, inventors disclose information or publicly promote their intellectual property before it is patented, making it impossible to protect the innovation afterward. These mistakes can be financial in nature, or, in some cases, can render it impossible to protect the intellectual property at all.

How does Metida propose to register its trademark, design, or intellectual property?

Our proposal is based on a detailed analysis of the client's intellectual property assets, business strategy, and activities. Only after thoroughly understanding the client’s business can we offer a tailored proposal outlining which assets we recommend protecting, the appropriate jurisdictions, and the most suitable protection forms.

You also provide other services such as legal advice and patenting services. Please also tell me a little about it.

Legal consultation or specific litigation cases, such as refusals or oppositions, often arise as a natural outcome after registering a trademark. In some instances, clients may wish to register a trademark that lacks distinctiveness or is otherwise not entirely suitable. We make an effort to advise clients, but at times they may be insistent. In such cases, we must handle refusals from the patent office, working to demonstrate that the trademark is eligible for registration. This is just one example of the many legal challenges we address. Regarding patents, we provide comprehensive consultation to ensure the best protection for our clients’ inventions, including patent searches, drafting, and application filing.

What famous brands do you work with?

Due to confidentiality concerns, we make an effort not to disclose our clients' names. However, we can share that in Lithuania, we work with major retail companies, dairy product manufacturers, alcohol producers (breweries), startups, globally recognized fashion brands, and more.

Does Metida operate only in Lithuania? Do you have expansion ambitions?

We also provide IP services outside of Lithuania. Initially established as a pan-Baltic IP agency offering services in Latvia and Estonia, we now represent a significant number of clients across Europe, including before EUIPO for trademarks and EPO for patents. Additionally, we offer services in the UK, USA, and other jurisdictions, either directly or through our trusted partners. We are a global player in the IP field.

To what extent have you employed artificial intelligence in your operations?

It is challenging to assess the extent of AI usage in our daily operations due to the lack of clear benchmarks. If we were to compare ourselves with tech-focused companies, our use of AI would likely be in its early stages. However, compared to very conservative, less tech-savvy companies, we may be more advanced. Regardless, AI is already integrated into our daily professional activities, and we are continuously developing new strategies to leverage it for business growth and process optimization.

What new regulations or legislative amendments regarding intellectual property are important for everyone to know about? What amendments do you think would be important for the new Seimas to consider?

Recent developments in intellectual property in Lithuania are mostly related to international trends and the implementation of EU regulations. One of the significant initiatives is the update of EU intellectual property laws, aiming to enhance the fight against counterfeiting and copyright infringements. This includes not only stricter penalties for violations but also greater attention to new technologies, such as artificial intelligence, and their impact on copyrights and patents. Additionally, Lithuania has made progress in facilitating access to intellectual property systems for small and medium-sized enterprises. This includes a greater focus on the protection of innovations, particularly in the startup and technology sectors.

In the future, several important amendments should be considered. First, there is a need to further develop laws regarding the intersection of artificial intelligence and patents, as new challenges continuously emerge in these areas. This includes protecting AI-generated works under copyright and patent law to ensure a fair balance between the rights of creators and users.

Another key area is the inclusion of small and medium-sized enterprises in the intellectual property protection system. While this sector is already being improved, it is essential to ensure that Lithuanian companies better understand the importance and opportunities of intellectual property, providing easier access to these services.

Furthermore, updating laws related to trademarks and patents to reduce administrative burdens and speed up registration processes should be considered. A quicker and simpler process would benefit both businesses and consumers.