The IP Lounge: INTA CEO on IP ‘positivity’ and London 2026

Etienne Sanz de Acedo discusses the association’s three-year plan, what he is looking forward to in San Diego, and why London came calling for 2026. In this episode, Managing IP editor Max Walters is joined by Etienne Sanz de Acedo, CEO of INTA.The INTA chief discusses the association’s newly released strategic plan, unveiled during today’s ceremony at the Annual Meeting in San Diego. We discuss how organisations like INTA should represent trademark professionals as well as other IP practitioners, whether there is still work needed to build a positive perception of IP, and how to attract the next generation of professionals. In light of recent attacks on diversity and inclusion, we also tackle the importance of promoting inclusive workplaces, particularly in the legal profession. Lastly, we preview this year’s annual meeting and look ahead to London 2026 – in what will be the association’s first visit to the UK capital.