2026

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

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.

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.