The webinar is held in English

As of 1 May 2026, the EU–Mercosur Trade Agreement has started provisional application, marking a major step in the economic relationship between the European Union and Mercosur countries (Argentina, Brazil, Paraguay, and Uruguay). But what does this development mean in practice for European companies?

This webinar brings together academic, business, and practical legal expertise to explore the business implications of the agreement, including trade opportunities, import-export realities, and practical considerations for companies interested in developing activities in Latin American markets.

Participants will also gain strategic insights into how Intellectual Property Rights (IPR) can support international expansion and help protect business interests when operating across borders.

The webinar is organised in cooperation with Latin America IP SME Helpdesk, UBI Business School, and Belgian-Luxembourg Chamber of Commerce in Brazil.

What will you learn?

• You will gain an understanding of what the provisional application of the EU–Mercosur agreement means in practice for EU companies, particularly in terms of market access, trade opportunities, and business expansion in Latin America.
• The session will address import-export dynamics and common misconceptions around trade flows, tariffs and quotas when doing business in the region, as well as key legal and commercial challenges faced when operating across borders.
• Building on this context, you will explore how IP tools can be leveraged not only as a protective mechanism, but as a business enabler and growth strategy.
• The session will also cover such essential topics as trademark registration, use, and enforcement challenges in LatAm jurisdictions. Special attention will be given to real-life business scenarios, highlighting common risks related to IPR ownership.

Who should attend?

This webinar is for business executives, managers, entrepreneurs, exporters, and companies interested in developing or strengthening their activities in Latin American markets.

It will be particularly relevant for organisations seeking practical insights into market entry, trade dynamics, and international growth strategies supported by effective IP management.

Programme

14:00 – 14:10 Welcome and introduction. Ekaterina Clifford, International Community Manager, Beci

14:10 – 14:15 Mercosur and the EU: Understanding the Current Landscape.  Prof Gaston Fornes, Dean, UBI Europe

14:15 – 14:25 Doing business in Mercosur: the realities of international trade. Ann Vanden Avenne, Belgian-Luxembourgian-Brazilian Chamber of Commerce and Industry in Brazil

14:25 – 15:15 Empowering EU Business in LatAm with Intellectual Property Rights. Giovanna Girardi, Training Manager and IP Expert, Latin America IP SME Helpdesk

15:15 – 15:30 Q&A

Speakers

Gaston Fornes, Dean UBI Europe 

Gaston Fornes is Dean at UBI Business School. He completed his Post-Doctoral Studies at IE Business School (Spain) after receiving a PhD in Management from the University of Bath (UK); he is also Principal Fellow of the Higher Education Academy.

He has worked on trade relations between Europe and Latin America from the beginning of the conversations on the Trade Agreement recently signed.

Gaston is the co-author of one of the best-selling books on the relations between China and Latin America (the China-Latin America Axis). He was also awarded the London School of Economics – CAF Fellowship and the High-End Foreign Expert by Shanghai University.

Giovanna Girardi, Training Manager and IP Expert

Giovanna Girardi is a lawyer specialized in intellectual and industrial property. Clients engage her to develop protection strategies for their designs, patents, and trademarks.

Giovanna is also a lecturer at business schools such as Geneva Business School, EAE, and Garrigues, and collaborates on various initiatives at both the global and European levels to promote intellectual property rights as a competitive tool for SMEs.

In 2017, she participated in an ambitious project led by the European Union Intellectual Property Office (EUIPO) aimed at helping to harmonise practices within the network of National Intellectual Property Offices of the Member States.

Participation

• Language: English
• Platform: Zoom. You will receive the link in the confirmation email. (Please check your spam folder)
• Registration is mandatory
• FREE thanks to Latin America IP SME Helpdesk and Enterprise Europe Brussels