The IP Lounge: Benelux chief on integrating IP into business strategy

Hugues Derème, director general of the Benelux IP Office, unveils his vision for the region, how to improve IP awareness, and use of AI. In this episode, we are joined by Hugues Derème, director general of the Benelux Office for Intellectual Property.Editor Max Walters catches up with Derème to discuss the office’s new strategic plan and his goals to raise IP awareness.  In March, the office, which handles trademarks and designs in Belgium, the Netherlands, and Luxembourg, unveiled its new five-year plan for improving IP services.Derème discusses the office’s goals, including high-quality IP services, digital transformation, and how to create greater understanding of IP in early-stage business planning.He also discusses how he came to take on the DG role, which he assumed in July last year, and the transition from private practice to IP office work.We will be back with a new episode in May. Thank you for listening.