IP Ones to Watch 2022: MIP recognises Fredrika Hellberg at Essity
Fredrika Hellberg is a trademark attorney at Essity in Sweden
Fredrika Hellberg makes it onto this year’s list for her proactive and hard work managing Essity’s Tena brand, which comprises a billion-dollar range of incontinence products.
Based in Stockholm, Hellberg has been responsible for the trademark, design, copyright and domain name protection of Tena as well as the enforcement actions for those intellectual property rights.
Working with the IP director for incontinence care, Hellberg helped build a strategic framework for the business’s five-year IP aspirations.
She created an action plan for how to achieve this outcome, in which she identified the areas of IP in need of strengthening.
One of the recommendations outlined, which achieved budget approval from Essity, was to obtain well-known brand status in certain jurisdictions.
In her daily role, Hellberg has strong connections with Essity’s sales and marketing teams globally and takes an aggressive approach to protecting the company’s brands. As part of this dynamic, she actively works on online takedowns of third parties using Essity’s brands, designs or images.
On top of all those achievements, Hellberg was elected as a board member of the Swedish AIPPI committee.
According to her boss, who is the IP director, she is not afraid to voice her opinion in legal matters or when it comes to tactical decisions.
“She is courageous in testing new ways of doing things and challenges the limits of the legal systems and regulations to test the system,” says the IP director.