It follows the release last year of the DTI’s Innovation Report, which highlighted the importance of intellectual property to the UK.
Called ‘What is the Key’, the campaign is being handled by Prowse & Co and aims to offer practical advice for business managers and inventors on how to protect their rights and ensure they are not infringing others’.
Prowse & Co senior executive Kristina Crowe said that an example of the issues included the need to raise awareness of the importance of a trademark for business names: ‘The target isn’t those involved with marketing or legal matters. It’s about reaching the inventors and those that run the businesses.’
The PR campaign includes a media relations push targeting the press and broadcast. Journalists are being offered case studies of inventors who successfully understood the importance of their rights.
This includes Aziz Patel whose patented Freshorize 3-in-1 product, a handwash dispenser that also emits an air freshener, is now sold exclusively through Tesco.