WIPO Director-General Francis Gurry took this opportunity to remind us that the Madrid System offers trade mark owners "a cost-effective, user-friendly and streamlined means of protecting and managing their trade mark portfolio internationally", noting that the system’s expanded geographical coverage makes it "a more attractive option for all businesses operating in international markets". Under the WIPO-administered Madrid System a trade mark owner may now protect a mark in up to 85 countries by filing a single application, in one language (English, French or Spanish), with one set of fees, in one currency (Swiss Francs). Applicants wishing to use the Madrid system must first apply for trade mark protection in a relevant national or regional trade mark office before seeking international protection. An international registration under the Madrid system produces the same effects as an application for registration of the mark in each of the contracting parties designated by the applicant.