About Us

SENA & BERTON MORENO was founded in 1937 by ALFREDO SENA and ERNESTO E. BERTON MORENO as a Patent and Trademarks Agency with a stable staff of only four people. Since then, the Firm has grown to reach its current size of forty people, working at our offices located only two blocks away from the Government House and at the heart of the commercial and financial district of the city.

• Industrial Property
• Intellectual Property
• Corporate Law
• Banking Law - Investments
• Labor Law
• Commercial Law
• Advisory in Taxes matters
• Advisory in Accounting Administrative matters
• Auditing
• International Commercial Law
• Corporate Criminal Law

• 

  Alfredo Marcelo Sena Partner.

  amsena@sbm.com.ar

  

  Alfredo Marcelo Sena

  Partner.

  amsena@sbm.com.ar

  Born in Buenos Aires, Argentina, on October 25, 1950. Studies: Colegio La Salle. School of Engineering. Industrial Property Agent (since 1970).

• 

  Gustavo A.A. Sena Partner.

  gsena@sbm.com.ar

  

  Gustavo A.A. Sena

  Partner.

  gsena@sbm.com.ar

  
  
  Lawyer from ÚCA, 1980.
  
  MAIN AREAS OF PRACTICE
  
  Advisory in administrative, contractual and contentious areas of the Industrial Property, Copyright, Computer and Electronic Business fields.
  General advisory to companies in Civil and Commercial law issues.
  Advisory related to the incorporation of business companies, joint ventures, Business cooperation agreements; advisory in licensing and/or investment processes.
  Advisory related to the financing of real estate projects. Real estate investment trust.
  Advisory related to the establishment of Finance and Administration Trusts.
  
  MEMBER TO THE FOLLOWING ASSOCIATIONS
  
  ABA. American Bar Association
  AAAPI. Asociación Argentina de Agentes de la Propiedad Industrial.
  ASIPI. Asociación Interamericana de la Propiedad Industrial.
  AIPPI. Asociación Internacional para la Protección de la Propiedad Industrial.
  Colegio de Abogados de la Ciudad de Buenos Aires.
  Colegio Público de Abogados de la Ciudad de Buenos Aires.
  INTA. International Trademark Association.
  IBA. International Bar Association.
  ECTA. European Communities Trade Mark Association
  LES. Licensing Executives Society
  MARQUES.
  
  PROFESSIONAL ACTIVITIES
  
  Partner at Sena & Berton Moreno Law Firm, Buenos Aires, Argentina, since 1980.
  Consultant to the Executive Committee of the Entidad Binacional Yacyreta, from January 2000 to January 2002.
  President of AAAPI Asociación Argentina de Agentes de la Propiedad Industrial from September 19, 2002 to September, 2006.
  Member of ECTA's Anti Counterfeiting Committee since 2004.
  Member of the Intellectual Property, the Communications and Technology and the Travel And Leisure Committees at the International Bar Association IBA since 2000.
  Member of the Latin America & Caribbean Subcommittee about nontraditional marks at the International Trademarks Association since 2010.
  
  CONFERENCES AND PUBLICATIONS
  
  Instituto para el Desarrollo de Empresarios de la Argentina, IDEA, August 1987, “Trademark Identification of Goods and Services.”
  
  Unión Comercial e Industrial de Mendoza, September 1987, “Comments on the Legislation in Force about Industrial Property”.
  
  Cámara De Comercio e Industria de San Rafael, October 1987, “Trademarks Law”.
  
  IV Industrial Property Conference, organized by the Asociación Argentina de Agentes de la Propiedad Industrial, AAAPI, October 1990. “Use Requirement vs Coexistence in the Registry.”
  
  V Industrial Property Conference, organized by the Asociación Argentina de Agentes de la Propiedad Industrial, AAAPI, October 1991. “The Trade Name and the Corporate Name”.
  
  First Policies within the Mercosur, June 1992, Asunción, Paraguay, “Argentine System in Patents and Trademarks matters”. Centro Universitario De Estudios, CUDES, Seminar about the Bill drafted by the Executive Power on Patents and Utility Models. “The Party in Patents Law.” 1992
  
  VIII Industrial Property Conference, organized by the Asociación Argentina de la Propiedad Industrial, AAAPI, October 1993. “Can a Licensee defend the mark of the Licensor?”
  
  XII International Conference of the Asociación Interamericana de la Propiedad Industrial, ASIPI, Lima, Peru, November 1994. “Relevance of Policies for Selecting, Protecting and Promoting Distinguishing Signs.”
  
  XIII International Congress of the Asociación Interamericana de la Propiedad Industrial, ASIPI, Santiago, Chile, October 1997. “Current Tendencies in issues related to the Harmonization of Certain Aspects of Trademarks on a Global or Regional Level.”
  
  Revista Campus. Special Edition. “Something Else About a Renowned Mark.” 1997.
  
  VIII Work Sessions and Administration Council, organized by the Asociación Interamericana de la Propiedad Industrial, ASIPI, November 1999. Panama. “Three-dimensional Marks, Limits and Differences with Industrial Designs and Models”. II Conference. Compensation for infringement of Industrial Property Rights. Comments of the case of “HOLA SUSANA”.
  
  Institute For International Research, IIR, September 2000. Regulatory Framework of the E-Procurement.
  
  XIV International Congress of the Asociación Interamericana de la Propiedad Industrial, ASIPI, Buenos Aires, October 2000. “Registrability of New Signs”(smell, sound, taste marks)
  
  Managing Intellectual Property, September 2001, “How to protect Novel Marks in Argentina”
  
  124th Annual Meeting, International Trademark Association INTA, Washington, D.C, May 18-22, 2002, “Treatment Of Non Traditional Trademarks In Argentina.”
  
  II Ibero-American Forum on Innovation, Industrial and Intellectual Property and Development, organized by the Asociación Interamericana de la Propiedad Industrial (ASIPI), the Colegio Oficial de Agentes de Propiedad Industrial de España (COAPI) and the Associaçao Portuguesa de Consultores em Propriedade Industrial (ACPI), Lisbon, Portugal, April 28 to 30, 2003, “The New Objects of Protection.”
  
  Seminar on Industrial Property, organized by the Asociación de Derechos Intelectuales, ASDIN, for the Judicial School of the Asociación de Magistrados y Funcionarios de la Justicia Nacional, Buenos Aires, July 1, 2003, “Trademarks, Tendencies and Challenges.”
  
  Work Session about Intellectual Property, organized by the Asociación Paraguaya de Agentes de Propiedad Intelectual (APAPI) supported by the AIPPI's Paraguayan Group and the Asociación Interamericana de Propiedad Intelectual (ASIPI). Asunción, Paraguay, August 4, 2003, “Compulsory use of the mark. Cancellation for lack of use.”
  
  Workshop organized by the Centro de Estudios para el desarrollo de la Industria Químico-Farmacéutica Argentina, Cediquifa, Buenos Aires, October 8, 2003, “News and Tendencies in Trademark Signs. The Private Sector View”
  
  XV International Congress of the Asociación Interamericana de la Propiedad Industrial, ASIPI, Mexico DF, November 2003, “Confusion due to association and new trademark signs”
  
  INTA-ASIPI Conference, Buenos Aires, March 7-9, 2004, “Trade Dress. Protection of Trade Dress in Argentina”
  
  Publication of the conference “The New Objects of Protection” -given at the II Ibero-American Forum on Innovation, Industrial and Intellectual Property and Development, Portugal, April 28 to 30, 2003 -in Cuadernos de Propiedad Industrial, Volume 1, August 2004, published by Editorial Ad-Hoc, Buenos Aires Argentina.
  
  Contribution to the Book “140 años de Registros del Progreso. Patentes y Marcas” published by Editorial Jorge Rossi, Buenos Aires, 2004 (Partial reproduction of opinions stated by the author in conference about protection of non traditional marks and trade dress or commercial style).
  
  Derechos Intelectuales No. 11, published by Editorial Astrea, Buenos Aires, Argentina, Updated and commented text of the conference “The New Objects of Protection”
  
  XXVI National Seminar on Intellectual Property of the Associação Brasileira da Propiedade Intelectual, ABPI “ Perspectives of International Development of the Protection of Intellectual Property in the Mercosur,” Brasilia, Brazil, August 29, 2006.
  
  Contribution to the “Codigo de Comercio. Análisis doctrinal y jurisprudencial”. Comments to section 1 to 3 of the Act 22,362 of Trademarks and Trade Names, published by Editorial Hammurabi. October 2006.
  
  V Work Sessions of Industrial Property, organized by the Asociación Chilena de Propiedad Industrial, ACHIPI, “Industrial Property and Sports, a good team” September 2012, Santiago de Chile.
  
  “The Industrial Property and the Creation of Value” 1st Meeting of Ministries for Industry in the Argentine Republic, about Intellectual Property, Industrial Policy, Innovation and Development, organized by the Instituto Nacional de la Propiedad Industrial, INPI, the Ministry of the Industry of the Argentine Republic and the World Intellectual Property Organization, WIPO, November 1 and 2, 2012, El Calafate, Santa Cruz, Argentina.
  
  
  
  LANGUAGES
  Spanish and English.