Case T-72/11: Judgment of the General Court of 13 September 2012 — Sogepi Consulting y Publicidad v OHIM (ESPETEC) (Community trade mark — Application for Community word mark ESPETEC — Absolute grounds for refusal — Descriptive nature — Lack of distinctiveness — Lack of distinctiveness acquired by use — Article 7(1)(b) and (c) and (3) of Regulation (EC) No 207/2009)