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Paula Mena Barreto Pinheiro

She/Her
Partner, Campos Mello Advogados (cooperation firm)*
Rio de Janeiro
About

Paula Mena Barreto is a partner in Campos Mello Advogados in cooperation with DLA Piper’ of the Intellectual Property and Data Protection practices. 

 

Paula advises clients on intellectual property issues, which include IP transactions (intellectual property agreements, transfer of technology and franchising), as well as prosecution and consulting services in relation to trademarks, copyrights, patents and software. 

 

Paula is also highly experienced in the area of data protection and privacy matters, advising clients on implementation of privacy policies, as well as data breach and privacy compliance issues, including marketing, labor and consumer related aspects. 

 

Paula further advises clients on strategies for IP management, including legal due diligence for evaluation of IP assets and analysis of data privacy compliance, IP policies and litigation. 

DLA Piper and Campos Mello Advogados (CMA) are separate and independent law firms, which work in cooperation with one another. Partners of DLA Piper are not partners of CMA; and CMA partners are not partners of DLA Piper.

Areas of FocusData Protection Privacy and CybersecurityIntellectual PropertyConsumer Goods Food and RetailMedia Sport and EntertainmentTechnology
Bar admissionsRio de Janeiro, BrazilSao Paulo, Brazil

EXPERIENCE

  • Advised a Brazilian energy company on the technology agreements related to the project for the construction of a second generation ethanol plant
  • Advised a renowned Brazillian pulp and paper company on the protection, management and registration of its trademarks in Brazil and abroad
  • Advised a renowned game company on IP issues related to online games, as well as the drafting of all agreements related to the protection of such intellectual property assets, data protection and for the ruling of its internet policies
  • Advised a Brazilian brewing company on the IP agreements related to the research and sale project of system that produces beverages through a capsule-dispensing method
  • Advised a famous Brazilian retired soccer player on consulting services and agreements related to intellectual property and rights of publicity
  • Advised a renowned relationship Social Media with the compliance of data protection and analysis of company's Terms of Use and Privacy Policy in Brazil
  • Advised a well-known group of companies, consisting of high-profile brands of apparel and luxury accessories, with data privacy issues and hotspot services in Brazilian stores
  • Advised media companies on issues involving copyrights, image and privacy rights related to media
  • Advised IT companies in Brazil regarding issues involving data protection, privacy and Internet
  • Advised a Brazilian education company on the software agreements and IP policies related to its activities
Languages
  • Portuguese
  • English
Education
    • Harvard Business School, Intellectual Property and Business Strategy Program, February 2012
    • Franklin Pierce University, Extension Couse in Intellectual Property, July 2006
    • Fundação Getúlio Vargas, Extension Course in Intellectual Property Controversies and Strategies, 2004
    • Pontifícia Universidade Católica, Postgraduate Degree in Intellectual Property Law, 2002
    • Pontifícia Universidade Católica, B.A in Law, 2001

Awards

Chambers Latin America

  • Up & Coming, Intellectual Property (2019–2021)

Chambers Global

  • Band 4, Brazil Intellectual Property: Trademark, Copyright & Trade Secrets (2024)
  • Band 5, Brazil (Campos Mello Advogados) Intellectual Property (2023)
  • Up & Coming, Intellectual Property (2019–2021)

Chambers Brazil

  • Band 4, Intellectual Property: Trademark, Copyright & Trade Secrets (2023)
  • Band 5, Intellectual Property, (2021–2022)

Chambers Brazil: Contentious

  • Band 4, Brazil Intellectual Property: Trademark, Copyright & Trade Secrets (2023 – 2024)
  • Band 5, Brazil Intellectual Property: Trademark, Copyright & Trade Secrets (2021 – 2022)

The Legal 500 Latin America

  • Recommended, Brazil Intellectual Property (2024)
  • Recommended, Brazil TMT: Cybersecurity and Data Privacy (2021-2024)
  • Recommended, Brazil TMT: Media (2022-2024)
  • Recommended, Brazil Compliance (2022)
  • Recommended, Brazil TMT (2019)

Best Lawyers

  • Recommended Lawyer in Intellectual Property (2018–2022)

World Trademark Review

  • Recommended Lawyer in Trademark (2020–2022)

Análise Advocacia 500

  • Top Tier in Intellectual Property (2019–2020)
  • Top 10 Most Admired Lawyer in Rio de Janeiro (2019–2020)

Análise Advocacia Mulher 2014–2020

  • Tier in Intellectual Property, Digital, Rio de Janeiro (2021)

Leaders League

  • Recommended Lawyer in Data Protection (2019–2022)
  • Highly Recommended Lawyer in Data Protection (2018)
  • Recommended Lawyer in Media, Sports and Entertainment (2018–2020)

Publications

  • "A Importância de uma Política de Propriedade Intelectual em Tempos de Crise," Jota, June 2016
  • "Good Faith in Franchising," International Journal of Franchising Law, 2015
  • "Disputes Involving Franchising in Brazil," The Trademark Reporter, November 2015

Seminars

  • Speaker at the event “Talking with the INPI” organized by Les Brasil and ICC Brazil – August, 2023
  • Professor in the course “IP Agreements: Much more than IP” (Class about data protection and IP Agreements) – June 2023
  • Speaker “AI in LatAm: Legal, Policy & Business Developments Surrounding Emerging AI”- Legal Issues concerning Hispanic and Latin America Media, organized by Media Law Resource Center (MLRC), May/2023
  • Speaker “Cross-Boarder Streaming Services”- Legal Issues concerning Hispanic and Latin America Media, organized by Media Law Resource Center (MLRC), May/2022
  • Speaker, Webinar “Ask me Anything Session” (Patents and Technology”, LESI – Licensing Executive Society, March/2021
  • Moderator, Webinar “The new regulation of the Foreign Exchange Market”, LES BRAZIL, March/2022
  • Speaker, Event “Arbitration and IP”, ICC Mexico (International Chamber of Commerce), February 2022
  • Speaker, Webinar “Software and Technology Licenses in LatAm and Cross-Border Deals, DLA Piper, November 2021
  • Speaker in the launch of the Book “Discussões sobre Direito Digital” – Image Rights and the LGPD, November 2021
  • Speaker, Event “Privacy Career”, IAPP (International Association of Privacy Professionals), November 2021
  • Moderator “What Strategies you would take to adjust to recent changes in IP Laws in different North and South American Countries, LESI Americas Committee, October 2021
  • Speaker, Webinar “Comparative Libel & Privacy Laws Affecting Publishers”, Legal Issues concerning Hispanic and Latin America Media, organized by Media Law Resource Center (MLRC), University of Miami, April/2021
  • Speaker to the Webinar “Latin America International Arbitration Webinar Series: Franchise and Distribution in Latin America: the basics of doing business for US companies”, DLA Piper; December 08, 2021
  • Professor PUC-RJ (post-graduation) – Licensing Agreements – May/2019; March/2020; September 2021; March 2022; March 2023

Memberships And Affiliations

    • Brazilian Bar Association (OAB), Rio de Janeiro.
    • IAPP (International Association of Privacy Professionals)
    • LES Brasil (Licensing Executives Society in Brazil)
    • INTA (Internet Trademark Association)
    • Certified Information Privacy Professional/Europe (CIPP/E) – IAPP, August 2020)
    • President, LES Brasil (Licensing Executive Society), 2022–2023
    • Copyrights Commission, Rio de Janeiro (Brazilian Bar Association), 2016 to present
    • Co-Chair, American Committee of Licensing Executive Society International, 2019 to present
    • Vice-President of Licensing Executive Society Brasil, 2018–2021
    • Vice-President, Copyrights Federal Commission (Brazilian Bar Association), 2019–2021
    • Adjunct Coordinator, Commission of Copyrights of the Brazilian Association of Intellectual Property, 2018–2021
    • Vice President, Industrial Property and Piracy Commission Brazilian Bar Association, 2007–2012

My latest insights

Past event

Challenges involving franchise agreements in Latin America

23 April 2024 .2 minute read

Publication

E-commerce in Brazil: Practical specificities for complying with the brazilian online...

26 November 2018 .2 minute read

Connect

Phone

+55 21 3262 3000
(Work, Rio de Janeiro)
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