Women leaders in Costa Rica have been instrumental in driving social and economic growth, promoting gender equality, and fostering sustainable practices in the workforce. Their leadership has led to positive shifts in corporate cultures, improving diversity and inclusivity in the workplace, and providing inspiring role models for future generations. One such prominent leader is Maricruz Villanea, the Managing Partner at Ideas IPS, a respected firm specializing in Intellectual Property (IP). Maricruz’s professional journey began at the young age of 18 when she was still in law school. She was fortunate to land her first job in the IP field, where she found a mentor in Ximena Soler, a hardworking woman who sparked Maricruz’s passion for Intellectual Property and helped her recognize the potential for women in leadership within the sector.

Over the course of her 18-year career, Maricruz has honed her expertise in trademark and patent prosecution, managing extensive trademark and patent portfolios, and providing strategic advice to clients across Central America and the Caribbean Islands. Her work in protecting IP rights in diverse jurisdictions has made her an invaluable resource for global clients, guiding them in maximizing the value of their intellectual property assets. Throughout her career, Maricruz has built strong relationships with clients and colleagues alike, relying on her technical expertise, innovation, and commitment to excellence to provide exceptional service. Her journey has not only contributed to the advancement of intellectual property law but also highlighted the leadership capabilities of women in a specialized and dynamic field. Let’s dive into this one on one interaction to hear more from Maricruz Villanea.

Introduce us to Ideas IPS. Tell us about the underlying idea behind the venture and its key areas of expertise?

Ideas IPS was born in 2009 out of my realization that Intellectual Property (IP) operates uniquely compared to other legal fields. During my time at a multidisciplinary firm, I observed that corporate lawyers often struggled to fully grasp the intricacies of IP. This inspired me to establish a boutique firm in Costa Rica exclusively focused on intellectual property matters.

The core idea behind Ideas IPS was to deliver specialized, high-quality IP services tailored to clients’ needs. Early on, I recognized that Costa Rica alone was too small for the ambitious growth I envisioned. To address this, I formed alliances with colleagues across Central America, creating a centralized, one-stop solution for IP needs in the region.

As the firm expanded, our focus remained on delivering exceptional service while maintaining competitive pricing. This approach allowed us to grow beyond Costa Rica, establishing offices across Central America and, later, the Caribbean Islands at the request of a key client. Today, Ideas IPS operates 12 offices, managing large trademark and patent portfolios across the region. Our mission is simple yet powerful: to provide seamless, cost-effective IP solutions, positioning us as trusted partners for our clients.

“Maricruz villanea inspires through her dedication to ip law, promoting innovation, empowering women, and shaping a sustainable, inclusive future”

What are the major roles and responsibilities you shoulder as the Managing Partner at Ideas IPS? What are your focus areas in terms of driving growth for the company?

As the Managing Partner at Ideas IPS, my primary role is centered on business development and building lasting relationships with our clients. I spend a significant amount of time traveling internationally, meeting with clients, and attending industry conferences. These engagements are crucial for understanding our clients’ evolving needs, staying informed about the latest trends in intellectual property, and reinforcing the trust that forms the foundation of our partnerships.

When it comes to driving growth, my focus is on identifying and capitalizing on new opportunities. This includes exploring untapped markets, forming strategic alliances, and continuously improving the quality of our services. I am also committed to ensuring that Ideas IPS remains a leader in innovation within the IP sector, using advanced technology to deliver efficient and cost-effective solutions.

By maintaining a client-centric approach and staying aligned with the changing landscape of intellectual property, I work to position Ideas IPS as the premier IP firm in Central America and the Caribbean Islands. My goal is to drive sustainable growth while ensuring that we continue to exceed our clients’ expectations.

What do you consider to be the most significant achievements in your professional journey? What guiding principle has contributed to your success as a leader?

One of my proudest achievements has been establishing Ideas IPS as a trusted leader in the Intellectual Property sector, not just in Costa Rica but throughout Central America and the Caribbean. Building a firm that clients rely on for its quality, innovation, and comprehensive services in a competitive and traditionally male-dominated industry has been a standout accomplishment in my career.

My success mantra as a leader is: “Don’t dwell on the ‘what if,’ because it doesn’t exist.” This mindset keeps me grounded in the present and focused on the future, fostering a proactive approach to challenges and opportunities. It drives me to prioritize action over hesitation and solutions over doubts, serving as a cornerstone for my personal and professional growth, as well as for the success of the firm.

How do you see the IP and trademark landscape in Costa Rica evolving? What industry trends do you believe will have the greatest impact?

Costa Rica is a country rich in talent, particularly in engineering and science, making it a preferred destination for multinational companies to establish laboratories and development hubs. These investments create significant opportunities for local innovation and intellectual property development, enhancing Costa Rica’s position in the global IP arena.

Looking ahead, the rise of artificial intelligence (AI) presents both challenges and opportunities for the IP landscape. The use of AI in creating intellectual property raises intricate questions about ownership, who holds the rights to creations generated with AI tools? As this technology advances, Costa Rica's IP community, along with the global sector, will need to develop legal and ethical frameworks to address these complexities.

Costa Rica is well-positioned to take a leadership role in this evolution, fostering innovation while ensuring that IP protections keep pace with emerging technologies. This progress will play a key role in defining the future of IP and trademark laws in the country.

Maricruz Villanea, Managing Partner, Ideas IPS

Maricruz Villanea is the Managing Partner at Ideas IPS, a boutique firm specializing in Intellectual Property (IP) services across Central America and the Caribbean. With over 18 years of experience in trademark and patent prosecution, Maricruz has built a reputation for managing large IP portfolios and providing strategic counsel to global clients.