The final session on the first day of this year's MARQUES Conference focused on the Reality of Costs.  In the chair, Cara Boyle (Fross Zelnick Lehrman & Zissu, PC, USA) introduced Jean-Pierre Maeder (Société des Produits Nestlé SA, Switzerland), who described the magnitude of his company's trade mark portfolio, this being so vast as to make it worthwhile managing its marks and brands in-house to the greatest extent.  There are however some 200 external service providers, who in turn also require centralised management. External service providers have to be business partners, rather than merely fee earners, to work with Nestlé as a team and to respond to requests for information and advice within 48 hours. Nestlé doesn't like (i) a list of options without a strategy behind them, (ii) estimates that a course of action is 50% likely to succeed or (iii) overlawyering.  Litigation isn't much liked either: 50% of IP disputes are resolved  by its in-house ADR team.  How does Nestlé assess the quality of its outside advice? There are regular meetings and the quality of services rendered is regularly reviewed.

Above right: Nestlé has no wish to be milked by its external service providers.

Below left: Tulip -- more than just a budding proposition?