Introduction. Focus. Our clients. Why our clients work with us

Focus

Hoogenraad & Haak is an independent boutique law firm in Amsterdam, the Netherlands. The firm has a clear focus on five areas: advertising, intellectual property, health, beauty & food, media & entertainment and reputation management. Hoogenraad & Haak and its lawyers are recommended by independent publishers such as Legal 500, Chambers and Best Lawyers. The international magazine Corporate INTL has named our firm Advertising Law Firm of the Year from 2010 onwards.

Our clients

Hoogenraad & Haak counsels international and domestic corporate clients. Our clients mainly operate in the advertising, food, retail, fashion,

entertainment and design industries. The firm has a leading position in the advertising field, advising the majority of the large advertising agencies and many major advertisers in the Netherlands. Chambers Europe (2015) states:

unlawful advertising and marketing matters. Also handles media disputes and reputation management. Clients include Dutch and international blue-chip corporates and advertising agencies . Chambers Global (2015) says:

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Why our clients work with us

Hoogenraad & Haak are proactive and thorough litigators and advisors. We think along with our clients, with legal profundity and with human understanding. Our firm is known for its excellent and commercially sound approach of issues, while our rates are competitive. Our motto is to present a creative solution at an early stage: How can it be done? We litigate at the highest level, without losing sight of practical interests. Hoogenraad & Haak is a trusted and reliable partner delivering top-notch certified quality. Last but not least: our clients enjoy working with us.

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Advertising law

We are counsel to almost every large advertising agency and many

advertisers about what can be done in advertising. We represent advertisers at the self-regulatory Advertising Code Committee and the Courts.

For example, we successfully represented market leading supermarket Albert Heijn against its competitor Dirk van den Broek, obtaining a court order for a nationwide rectification. Our firm is the Dutch member of the prestigious Global Advertising Lawyers Alliance (GALA), the international network of independent law firms specializing in advertising law. Frequently occurring topics are:

- comparative and misleading advertising (B2B and B2C) - medicines and health products, medical devices - promotional games of chance, prize draws, lotteries - talent agreements

- agency-client relationships - privacy

Intellectual property law

We represent national and multinational clients before the civil court and in opposition matters before the Bureau of Intellectual Property and OHIM. We can take the lead in a European action and can act quickly for IP owners in case of an infringement. Successes include a high profile case about 3D trademarks and an unfair competition case regarding the shape of pudding packaging. Our expertise includes:

- copyright and designs - trademarks and trade names - patents

- unfair competition, trade dress - domain names

- IP contracts (a.o. publishing, license, distribution and franchising) - IP in mergers and acquisitions

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Health, beauty and food law

We advise many producers in the health, beauty, food & beverage and tobacco sectors on compliance with applicable rules and regulations. When needed, we conduct administrative or civil proceedings against the

Netherlands Food and Consumer Product Safety Authority (NVWA) or other market participants. Our clients include Yakult, Chiquita, Red Bull, WASA, VSM and a global tobacco producer. Frequently occurring topics are: - labeling

- ingredients

- product introductions

- health claims (European Claims Regulation) - recalls

Media and entertainment

We have particular expertise concerning (digital) media, film, music,

television, games, books, magazines, protection of formats, and social media. We combine our knowledge of the sector and its players with our experience with advising and litigating in this field. This enables us to quickly assess the legal and practical challenges. We advise publishers, artists, large and small producers of music, film and television, platform operators and other providers of content on all possible content driven cooperations.

Reputation management

We help brands and individuals in protecting their reputation.

We provide discrete advice and support in legal proceedings to companies and individuals confronted with unwanted press intrusion. If reputational damage occurs, we advise on remedies and media strategy. In doing so, we regularly co-operate with PR-agencies, resulting in an integrated PR/legal approach to media crises. Frequently occurring topics are:

- legal proceedings and advice in case of negative press attention - freedom of information, freedom of speech

- publication ban, rectification

- preventive risk analysis, preparedness scan - legally substantiated PR-strategy

- integrated support (legal/PR) in the event of an impending media crisis

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Ebba Hoogenraad, partner

Ebba Hoogenraad was admitted to the bar in 1985 and has been focusing on the advertising industry since 1989. Chambers Europe says about Ebba: a renowned figure in advertising law, and attracts high praise from clients. She's fast, smart and speaks our language, says one. She is also praised for her considerable knowledge and eye for detail She is known for her clear and practicable advice in which she always addresses how it can be done. She counsels advertising agencies and advertisers. She also advises producers of health, beauty and food products and a global tobacco producer on food law, health claims and labeling regulations.

Maarten Haak, partner

Maarten Haak is a specialist in trademark law, copyright, designs and unfair competition. Since his bar admission in 1998, clients have appreciated his litigation skills and ability to explain complex problems in a

simple manner. Maarten was a deputy justice in the Arnhem-Leeuwarden Court of Appeal. Consequently, he is able to utilize the judicial perspective in litigation. WTR1000 (2015) writes:

-hitters in the fashion, design, luxury goods, retail and food industries call on the strategic counselling and litigation skills of Maarten Haak, a popular trademark, copyright, designs and unfair competition specialist. "He is exactly what you want

in the modern lawyer - practical and able to advise from both business and

Daniël Haije, partner

Daniel was admitted to the bar in 2004. Chambers (2013) recommends Daniel as a rising star in IP, advertising and media law. Chambers (2015) writes:

Haije, noting he "has a passion for creativity and manoeuvres ideas He advises and litigates on advertising-related matters and IP law, especially trademarks and trade names. Furthermore he provides discrete pre-publication or pre-broadcast advice to companies and individuals exposed to unwelcome press intrusion. Clients include celebrities, advertising agencies and companies in the sectors FMCG, entertainment, aviation, fashion, and charity.

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Marga Verwoert, counsel

Since her bar admission in 2000, Marga Verwoert has focused on contentious and non-contentious matters regarding IP

exploitation. Marga represents high profile brand owners with a focus on FMCG, fashion and luxury, retail, technology, digital media and entertainment. Clients refer to her as

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work with because she is quick to respond and gets to the point . Her work covers the whole IP lifecycle of

trademarks and copyright protected works, from launch to protection and enforcement. She is an experienced litigator, always one step ahead of her opponent and has extensive eperience in drafting and negotiating contracts, including licenses, distribution agreements and other kinds of assignments. She also specializes in privacy, e-commerce, database rights and unfair competition.

Moïra Truijens, senior associate

Moïra Truijens was admitted to the bar in 2005. Ever since, she has advised and litigated on patent, copyright, design, trademark and advertising law (including pharma advertising). Moïra is a

committed strategist with vast litigation experience, who is able to keep matters simple where that serves the case at hand. She is able to look further than the question concerned and sees business opportunities for the client as well as legal solutions. Before joining Hoogenraad & Haak in 2014, she worked with two other top IP firms. Moïra regularly teaches in her focus areas and has co-authored several legal reports for AIPPI.

Daan van Eek, associate

Daan has a particular interest in matters on the border of IP and advertising law, and entertainment. Before his bar admission in 2009, Daan worked as a junior teacher and researcher at the Center for Intellectual Property Law (University of Utrecht). He also assisted the editorial board of the leading Dutch Journal for IP and Advertising Law IER. He is currently on the editorial board of the advertising blog Reclameboek.nl and member of several professional associations, including BMM, VvA and VvRr.

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Sarah Arayess, associate

Sarah joined Hoogenraad & Haak in December 2013, and joined the bar in 2014. She focuses on all practices areas. Sarah is a regular contributor to European Food and Feed Law Review (EFFL), IER and WAAR&WET. She studied both Dutch Law (Corporate Law/IP) and Business Administration (Marketing). Her broad academic background enables her to approach legal issues from a creative and multidisciplinary perspective.

Bram Duivenvoorde, associate

Bram defended his PhD thesis on unfair commercial practices at the University of Amsterdam in July 2014, after studying law at Utrecht University and Bucerius Law School (Hamburg). Bram has a strong passion for commercial communication law. He was

managing editor at the Dutch Journal for Consumer and Trade Practices Law, for which he is still correspondent in the field of unfair commercial practices. He also taught law at the University of Amsterdam and publishes regularly in the field of commercial communication law.

Marissa Brinks, support lawyer

Marissa joined the firm in June 2015. During her masters in Civil Law at the University of Tilburg she became interested in intellectual property law. She proceeded to study Information Law at the University of Amsterdam. During her studies Marissa was a member of the Topklas (top class) program of the

University of Tilburg. In addition she participated in the Copyrightx program of Harvard Law School.

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Our website: www.hoogenhaak.nl

Our NEWS

Four times a year our Advertising + Intellectual Property NEWS is e-mailed to an extensive group of readers all over the world: an easy-to-read overview of Dutch and European developments in advertising law, intellectual property, food law and reputation management. Anyone interested can subscribe for free through www.hoogenhaak.nl/newsletter. No spam, just our NEWS.

Contact information

office post

Emerald House PO Box 76780

Jozef Israëlskade 48-G NL-1070 KB Amsterdam Amsterdam, the Netherlands e [email protected] t +3120 305 3066 f +3120 305 3069

www.hoogenhaak.nl chamber of commerce 34314579