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Diageo Selects Anaqua’s IP Management Solution

Friday, September 14, 2007

Another global brand leader adopts Anaqua’s web-based IP management solution

Boston, MA -- Anaqua, a leading provider of intellectual asset management (IAM) software and services to global companies, and Diageo, the world’s largest premium drinks business, have entered into a multi-year business agreement. Under the agreement, Diageo will license the ANAQUA IAM solution to manage Diageo’s global IP portfolio of brands, trademarks, patents, designs and trade secrets. The project will be managed from Anaqua’s European headquarters in London.

Diageo has an outstanding collection of beverage alcohol brands across spirits, wine and beer, including Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

The ANAQUA system automates many of the standard processes followed by IP departments, using a configurable workflow engine to assign tasks to internal and external staff and raise alerts if tasks are not done in a timely fashion. The system can be configured to allow law firms to securely enter data directly into the system using only a web browser. Email is managed and stored and documents can be uploaded for easy access. ANAQUA tracks and maintains workflow rules for IP laws and regulations in more than 190 jurisdictions around the world.

A growing number of the world’s leading brand companies have selected the ANAQUA IAM system, including the owners of the two most valuable brands, Microsoft and The Coca Cola Company, as well as British American Tobacco, Kimberly-Clark and others. "We’re delighted to welcome Diageo into our growing community of brand leaders," said Paul DiGiammarino, CEO of Anaqua. "We are seeing strong interest in our IAM solution from a number of global European companies as word spreads among IP executives that Anaqua can truly deliver significant business benefits to both IP operations and the company’s market position."

About Anaqua

Anaqua provides software and services that allow leading companies to extract additional value from managing their global patent and trademark portfolios. The ANAQUA5 IAM solution is a central data repository for IP rights that links images and documents to all aspects of the business, including brands and product lines. Anaqua helps companies to proactively manage their intellectual property rights as strategic business assets. Clients include BAT, Ford, Kimberly-Clark, Microsoft, NXP Semiconductors and The Coca-Cola Company. Anaqua is headquartered in Boston, MA, and has a European head office in London. For additional information please visit

Anaqua is a registered trademark of Anaqua, Inc. All other trademarks are recognized as proprietary to their owners.

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