The human resource consulting company, Adecco, is in the midst of receiving a major public backlash from its launch of the competition Around the World in 80 Jobs. The marketing campaign blatantly rips off the site and domain of the same name run by blogger/adventurer/career hunter Turner Barr. Although Barr has been using the brand creatively for the past two years, Adecco recently grabbed the trademark to the name. Whether this was intentional on Adeccoâ€™s part or an insurmountably huge oversight, Barrâ€™s supporters and creatives from all over the world have jumped on social feeds to publicize the event and call out Adecco.
Although the situation is still unfolding, it serves as a lesson to eCommerce companies and marketers alike. Letâ€™s start with a few tips to avoid trademark infringement on moving forward with creative marketing and branding ideas.