Communication and Culture in Internationalization Strategies

Date: 16 April 2026 | 9:00 AM Pacific Time / 6:00 PM CET -

As international expansion becomes increasingly vital, understanding the role of culture in marketing strategies is essential. This webinar will focus on how companies looking to grow internationally can adapt their marketing and communication strategies to effectively engage with new audiences. Through case studies, we will explore how to tailor messaging and communication to align with cultural nuances, shifting consumer trends, and the unique dynamics of target markets.

This webinar is part of a series organized under the FAB-BUS project, funded by the European Union under the Euromed Clusters Forward programme. The FAB-BUS project aims to strengthen clusters in the creative, fashion, and design sectors across Bulgaria, Italy, and Morocco, fostering lasting business opportunities and enhancing collaboration between these countries.
The primary goal of this webinar is to support SMEs in the fashion and creative sectors. By offering practical insights, the session will help SMEs develop effective communication strategies and navigate the complexities of market expansion. While the webinar is specifically designed for SMEs in these sectors, it is open to all businesses seeking valuable strategies to build cultural fluency and tailor their communication for international commercial success.


Relator: Cameron Crane, Co-founder Currency Advisory Group; Ryan Ford, Co-founder Currency Advisory Group

Currency Advisory Group

Cameron Crane is co-founder of Currency Advisory, a consultancy that helps companies grow through cultural insight, brand positioning, and go-to-market strategy. She works with leadership teams to expand into new markets and build relevance across cultures. Previously, she was Chief Growth Officer at Cashmere Agency, where she helped scale the firm nationally and led work for global brands including Google, Amazon, Marriott, Disney, Kraft Heinz, and Taco Bell. Ryan Ford is co-founder of Currency Advisory and a strategist and creative leader focused on the intersection of brand, culture, and growth. With more than two decades of experience, he has creative campaigns, partnerships and cultural strategy for global brands including Google, BMW, adidas, Disney, and Warner Media. Previously, he served as President and Chief Creative Officer at Cashmere Agency and was Executive Editor at The Source, where he shaped cultural storytelling and interviewed leading figures across music, media, and business.

Importance of IP for SMEs in the Fashion, Textile, and Creative Sectors

Date: | 12:00 - 12:00 PM (CET) -

Intellectual property (IP) plays a crucial role in supporting the growth and competitiveness of small and medium-sized enterprises (SMEs), particularly in sectors such as textiles, fashion, and the creative industries. For these businesses, value is often driven by intangible assets – designs, brands, and creative outputs – which are highly vulnerable to imitation. Effective IP protection enables SMEs to safeguard their creativity, strengthen their market position, and build trust with partners and consumers. Moreover, a well-managed IP strategy can facilitate access to new markets, attract investment, and create additional revenue streams through licensing and collaboration.

Against this backdrop, the webinar “Strengthening International Competitiveness: Importance of IP for SMEs in the Fashion, Textile, and Creative Sectors in the Euromed Region”, to be held on April 29 at 12:00, will provide valuable insights into the strategic use of IP for business growth.

During the session, experts from the European Union Intellectual Property Office (EUIPO) will explore the role of intellectual property in supporting SMEs seeking to expand within the Euromed region. The webinar will also present the latest developments in EU design legislation and introduce the services offered by the Africa IP SME Helpdesk, which supports businesses in protecting and leveraging their intellectual property at the international level.

This webinar is part of a series organized under the FAB-BUS project, funded by the European Union under the Euromed Clusters Forward programme. The FAB-BUS project aims to strengthen clusters in the creative, fashion, and design sectors across Bulgaria, Italy, and Morocco, fostering lasting business opportunities and enhancing collaboration between these countries.


Relator: Maria del Mar Baldares del Barco, Andrea Iori, Sophia Bonne

Maria del Mar Baldares del Barco: As Innovation Officer at EIT (seconded from EUIPO) with over 10 years' experience in EU institutions and 15 in private practice. María has managed projects for diverse audiences—from lawyers and law enforcers to SMEs—making intellectual property comprehensible but above all useful. She developed and delivers IP Scan trainings, a diagnostic tool helping SMEs assess IP assets and access funding like the SME Fund, bridging IP strategy with long-term business competitiveness. Sophia Bonne is a Senior Advisor in the Business Development Department at the European Union Intellectual Property Office ( EUIPO), where she is responsible for promoting the EU IP System. She has extensive experience in the fields of Intellectual Property, Privacy, and Information Security Law, having held various positions with significant responsibilities in these areas. She is also a qualified mediator (CiArb) at the Mediation Centre of the EUIPO and has practised other forms of dispute resolution, including litigation before the Court of Justice of the European Union. Additionally, she has served as a member of the Boards of Appeal of the Community Plant Variety Office in Angers, France. Andrea IORI – Project Manager, Africa IP SME Helpdesk, European Union Intellectual Property Office (EUIPO) Andrea is the Project Manager of the Africa IP SME Helpdesk, a project implemented by the European Union Intellectual Property Office (EUIPO). In this role, he leads efforts to support small and medium enterprises (SMEs) in protecting and enforcing their IP rights across the African continent. Andrea joined the EUIPO in 2017, where he worked in the Cooperation and Partnerships Department, contributing to the implementation of EU-funded projects. Prior to his time at the EUIPO, he held positions at both the European Commission and the European Parliament in Brussels. The Africa IP SME Helpdesk offers free, confidential, and user-friendly support to SMEs through a range of services including a helpline, training events, and an extensive online resource platform. Andrea has represented the Helpdesk at numerous international events, promoting the strategic importance of IP protection in Africa and strengthening EU-Africa business collaboration.

Advanced Manufacturing in Saudi Arabia

Date: 12 June 2025 | 10:00 - 11:00 AM - CEST

A previous webinar explored how international SME associations and their member companies were able to access one of the world’s most ambitious industrial transformations. As part of its Vision 2030 strategy, Saudi Arabia had committed to modernizing over 11,000 factories and establishing 25,000 new ones, aiming to position itself as a global leader in smart manufacturing.

The session offered participants strategic insights into Saudi Arabia’s industrial evolution and examined emerging opportunities in automation, AI, robotics, and IIoT. It also demonstrated how associations had been supporting SME internationalization through trade missions, innovation showcases, and B2B matchmaking – key themes that will take center stage at WAM Saudi 2026, the region’s flagship industrial tech platform, taking place on February 15–17, 2026.


Relator: Tamer Nahas

Dubai World Trade Centre

Tamer Nahas is the Partnership Director of the World Advanced Manufacturing & Logistics Expo (WAM Saudi 2025), organized in strategic collaboration with the Saudi Authority for Industrial Cities and Technology Zones (MODON). With over a decade of experience in international business development and strategic partnerships, Tamer plays a key role in connecting global innovation ecosystems — including SMEs, trade associations, and technology providers — to Saudi Arabia’s rapidly growing industrial and digital manufacturing landscape. He works closely with government stakeholders and international partners to facilitate market entry, investment promotion, and cross-border collaboration in support of Vision 2030’s industrial transformation agenda.

Building an Interconnected European DeepTech Ecosystem

Date: 24 Febuary 2025 | 15:30 - CET

Join our workshop on developing and interconnecting Europe’s thriving DeepTech ecosystem. European startups have the potential to make Europe more competitive on a global scale, but they continue to face significant challenges such as limited cross-border collaboration and restricted access to crucial resources. During this insightful and interactive workshop, participants will explore, through compelling insights from the innovative European project AccelerAction, concrete strategies to tackle these obstacles by enhancing the role of incubators and accelerators and aligning them with key European policies. Be part of the discussion and discover how the creation of a Pan-European coordinating body can foster stronger collaboration, accelerate innovation, and drive long-term economic growth. Click here to register!


Relator: Prof. Yeoryios Stamboulis

University of Thessaly

Dr. Yeoryios Stamboulis was born in Athens, Greece. He received his B.Eng. degree in Production and Management Engineering from the Technical University of Crete, Hania. He went on to receive his MSc in Management of Technology and his D.Phil in Science and Technology from the University of Sussex, Brighton, UK, Policy. Since October 1998 he has been with the University of Thessaly, Volos, Greece teaching at the Departments of Mechanical and Industrial Engineering, of Planning and Regional Development and at the Department of Economics. His research interests include economics of technological and institutional change, management, strategy and policy for entrepreneurship, innovation and technology, organisation and strategic management, cooperatives management, strategy, organization and management, economics of energy and the transition to sustainable sociotechnical systems, critical management theory, critical realism and systems thinking. Yeoryios Stamboulis is a member of EAEPE (European Association of Evolutionary Political Economy), the System Dynamics Society, ΕΕΕΕ (the Greek Society for Operations Research) and ΤΕΕ (the Technical Chamber of Greece).

Training Session on Unconscious Bias

Date: 15 January, 2025 | 10.00 - 12.00 - CET

Discover the impact of unconscious bias (UB) and learn how to address it effectively in this interactive workshop. Participants will explore what UB is, how it influences decision-making and relationships, and how it shapes workplace dynamics. Through engaging discussions and real-world examples, attendees will gain valuable insights into recognizing and mitigating biases that may hinder collaboration and innovation. The session will also provide practical strategies to create more inclusive environments, enabling organizations to harness the full potential of diverse teams. This workshop is ideal for professionals committed to fostering equity and inclusion, equipping them with tools to challenge assumptions, promote fairness, and drive positive change. Join us to transform perspectives and build stronger, more collaborative work cultures.


Relator: Elisabeth van Holthe tot Echten

Female Founders

Elisabeth van Holthe tot Echten is a Senior Project Manager at Female Founders, dedicated to fostering diversity, equity, and inclusion (DEI) in tech and innovation. She leads impactful initiatives like the European Innovation Council’s Women Leadership Programme, empowering women leaders across Europe. As a member of the SPIDER network, she actively advances equitable access within research and innovation ecosystems. With experience in global studies and social impact consulting, including work with UNIDO on the energy-gender nexus, Elisabeth brings a rich perspective to her advocacy for inclusivity.

Managing IP in Technology Transfer

Date: 11 September, 2024 | 12.00-13.00 - CET

The workshop will focus on the critical role of Intellectual Property Rights (IPR) in transferring research results to the market. Expert speakers will cover essential strategies for identifying potential IPRs, managing ownership and co-ownership, and navigating the complexities of technology transfer through licensing and other agreements. Participants will gain practical insights into best practices, risk mitigation, and valuable professional services like patent landscapes and operating freedom. This workshop will equip participants with the tools to effectively manage IP and facilitate successful technology transfer for further development and commercialization.


Relator: Elio De Tullio

De Tullio&Partners

Elio De Tullio is a lawyer and trademark attorney specialized in Intellectual Property, with 20 years of experience in assisting SMEs for the protection and exploitation of their intellectual property rights at international level. After 10 years of experience in IP matters, in 2005 he founded the IP tech-law firm De Tullio & Partners, with offices in Rome and Bari and a liaison office in New York. He cooperates as an expert with significant agencies and governmental bodies related to IP such as EUIPO in Expert Groups (ECP6 – Supporting SMEs), EU Observatory Expert Groups (SMEs, Legal) and Working Groups (Enforcement) as well as with Italian Ministries (Foreign Affairs, Economic Development, Agriculture), European Commission (in particular, EASME as Coach of SME Instrument) and WIPO (SME Division). Since 2013 he has been one of the experts of the EU-China and the EU-South East Asia IPR SME Helpdesks. He is also an expert and lecturer of the Italian Trade Agency (ICE-ITA). Additionally, he is the author of several publications and articles on Intellectual Property, also translated into foreign languages (Chinese, Russian, German).

IP and Finance

Date: 4 September 2024 | 17.30-18.30 - CET

This workshop will examine the strategic financial opportunities that intellectual property (IP) offers to SMEs. Attendees will gain a comprehensive understanding of the key methodologies for evaluating and valuing IP rights, supported by case studies where companies have successfully leveraged their IP to secure funding and attract investors. Furthermore, the webinar will provide critical insights into maximizing the value of IP portfolios, ensuring preparedness for due diligence, and understanding the significance of licensing strategies in IP valuation. Thus, this session is indispensable for those seeking to refine their financial strategies through effective IP management.


Relator: Elio De Tullio

DeTullio&Partners

Elio De Tullio is a lawyer and trademark attorney specialized in Intellectual Property, with 20 years of experience in assisting SMEs for the protection and exploitation of their intellectual property rights at international level. After 10 years of experience in IP matters, in 2005 he founded the IP tech-law firm De Tullio & Partners, with offices in Rome and Bari and a liaison office in New York. He cooperates as an expert with significant agencies and governmental bodies related to IP such as EUIPO in Expert Groups (ECP6 – Supporting SMEs), EU Observatory Expert Groups (SMEs, Legal) and Working Groups (Enforcement) as well as with Italian Ministries (Foreign Affairs, Economic Development, Agriculture), European Commission (in particular, EASME as Coach of SME Instrument) and WIPO (SME Division). Since 2013 he has been one of the experts of the EU-China and the EU-South East Asia IPR SME Helpdesks. He is also an expert and lecturer of the Italian Trade Agency (ICE-ITA). Additionally, he is the author of several publications and articles on Intellectual Property, also translated into foreign languages (Chinese, Russian, German).

IP Infringement

Date: 17 July 2024 | 11.00-12:30 - CET

This webinar will offer SMEs an overview of potential infringements of intellectual property rights (IPRs), particularly in the digital environment, and explore the complexitives of making IP protection effective. The session will explore topics such as how to monitor the physical and digital markets, how to correctly file and register titled IPRs, potential remedies against infringers, and risk mitigation strategies within your organisation. Participants will acquire valuable insights and will learn how recognize, prevent and resolve possible IP infringements, thereby protecting their valuable IP assets and preserving their competitive advantage in the market.


Relator: Elio De Tullio

De Tullio&Partners

Elio De Tullio is a lawyer and trademark attorney specialized in Intellectual Property, with 20 years of experience in assisting SMEs for the protection and exploitation of their intellectual property rights at international level. After 10 years of experience in IP matters, in 2005 he founded the IP tech-law firm De Tullio & Partners, with offices in Rome and Bari and a liaison office in New York. He cooperates as an expert with significant agencies and governmental bodies related to IP such as EUIPO in Expert Groups (ECP6 – Supporting SMEs), EU Observatory Expert Groups (SMEs, Legal) and Working Groups (Enforcement) as well as with Italian Ministries (Foreign Affairs, Economic Development, Agriculture), European Commission (in particular, EASME as Coach of SME Instrument) and WIPO (SME Division). Since 2013 he has been one of the experts of the EU-China and the EU-South East Asia IPR SME Helpdesks. He is also an expert and lecturer of the Italian Trade Agency (ICE-ITA). Additionally, he is the author of several publications and articles on Intellectual Property, also translated into foreign languages (Chinese, Russian, German).

Brand Management

Date: 10 July 2024 | 11.00- 12.30 AM - CET

The session will offer SMEs comprehensive insights into strategies and best practices for identifying the right brand – from both legal and commercial perspectives – for promoting their business and commercializing their products and services. It then covers the fundamental principles of brand selection and management, as well as how to create, develop, and maintain a strong brand identity and trademark protection. This knowledge will help businesses connect with their target audiences and stand out in the market. Key takeaways include selecting a new, strong brand that is highly distinctive and free of negative meanings in foreign languages, carrying out preliminary searches, and seeking professional support for data interpretation. Additionally, the webinar will teach how to secure a brand in all jurisdictions of potential interest and use priority to postpone costs, also covering the importance of monitoring markets and competitors’ behaviors and activating a global surveillance system.


Relator: Elio De Tullio

De Tullio&Partners

Elio De Tullio is a lawyer and trademark attorney specialized in Intellectual Property, with 20 years of experience in assisting SMEs for the protection and exploitation of their intellectual property rights at international level. After 10 years of experience in IP matters, in 2005 he founded the IP tech-law firm De Tullio & Partners, with offices in Rome and Bari and a liaison office in New York. He cooperates as an expert with significant agencies and governmental bodies related to IP such as EUIPO in Expert Groups (ECP6 – Supporting SMEs), EU Observatory Expert Groups (SMEs, Legal) and Working Groups (Enforcement) as well as with Italian Ministries (Foreign Affairs, Economic Development, Agriculture), European Commission (in particular, EASME as Coach of SME Instrument) and WIPO (SME Division). Since 2013 he has been one of the experts of the EU-China and the EU-South East Asia IPR SME Helpdesks. He is also an expert and lecturer of the Italian Trade Agency (ICE-ITA). Additionally, he is the author of several publications and articles on Intellectual Property, also translated into foreign languages (Chinese, Russian, German).

Intellectual Property Protection in Internationalisation

Date: 18 June 2024 | 11.00 - 12.00 - CET

This webinar, organised under the activity of IP4SME, a project financed by the European Commission and supported by EUIPO and Ideas Powered for Business, will focus on the benefits of international expansion for SMEs and the creation of strategies that enhance and protect intangible assets in the global market. Then, it will explore the various types of IP protections available, such as patents, trademarks, copyrights and trade secrets and their strategic applications. Participants will also learn practical tools and strategies for enforcing IP rights and defending against IP infringement, including international treaties and agreements like the Madrid Protocol and the Patent Cooperation Treaty (PCT). Thus, featuring IP experts, the webinar aims to provide SMEs with a comprehensive understanding of the complexities and opportunities associated with internationalisation, ultimately preparing them to navigate the challenges of global markets and achieve sustainable growth.


Relator: Elio De Tullio

De Tullio & Partners

Elio De Tullio is a lawyer and trademark attorney specialized in Intellectual Property, with 20 years of experience in assisting SMEs for the protection and exploitation of their intellectual property rights at international level. After 10 years of experience in IP matters, in 2005 he founded the IP tech-law firm De Tullio & Partners, with offices in Rome and Bari and a liaison office in New York. He cooperates as an expert with significant agencies and governmental bodies related to IP such as EUIPO in Expert Groups (ECP6 – Supporting SMEs), EU Observatory Expert Groups (SMEs, Legal) and Working Groups (Enforcement) as well as with Italian Ministries (Foreign Affairs, Economic Development, Agriculture), European Commission (in particular, EASME as Coach of SME Instrument) and WIPO (SME Division). Since 2013 he has been one of the experts of the EU-China and the EU-South East Asia IPR SME Helpdesks. He is also an expert and lecturer of the Italian Trade Agency (ICE-ITA). Additionally, he is the author of several publications and articles on Intellectual Property, also translated into foreign languages (Chinese, Russian, German).