Firms To Watch: Trademarks: non-contentious (including prosecution, portfolio management and licensing)

Based in Austin, Texas and the DC Metro area, the team at boutique IP firm Pirkey Barber maintains and enforces the international trademark portfolios of household names in food and beverages, restaurants, apparel and consumer electronics.

Trademarks: non-contentious (including prosecution, portfolio management and licensing) in United States

Finnegan, Henderson, Farabow, Garrett & Dunner LLP

Finnegan, Henderson, Farabow, Garrett & Dunner LLP remains a market leader, leveraging the bench strength of its network and the experience of its team to advise major global brands like Unilever, Caterpillar and Nestlé on the management, licensing and enforcement of their international trademark portfolios. In Washington DC, practice leader Danny Awdeh, who specializes in infringement, unfair competition, false advertising disputes leads the team, along with managing partner Anand Sharma and chair Mark Sweet. Veteran trademark litigators Douglas Rettew and Mark Sommers provide support in DC, along with Naresh Kilaru, who previously served as the in-house counsel to the Turner Broadcasting System. In Boston, of counsel Laura Johnson assist clients in the telecoms, automotive, sports apparel, music and electronics industries. Morgan E. Smith in Silicon Valley was promoted to partner in January 2022.

Practice head(s):

Danny Awdeh; Anand SharmaMark Sweet

Key clients

1st Detect, Inc.

Advanced Drainage Systems, Inc.

American Chemical Society

Armadillo Enterprises

ATP Tour, Inc.

Assurant, Inc.

Avanir Pharmaceuticals, Inc.



BSN Sports, LLC

Bytedance Ltd.


Coupang Corporation


EdgeVerve Systems Limited

Flare Health, Inc.

Fuente Marketing Ltd.

Glioblastoma Foundation, Inc.

Head Sport GmbH

Infosys, Ltd.

Intercontinental Hotels Group (a/k/a IHG)

Kinesio Holding Corporation

Le-Vel Brands, LLC


Petco Animal Supplies Stores, Inc.

Science Applications International Corp.(SAIC)

SpringWorks Therapeutics

Subaru of America, Inc.

TD Bank

Trek Bicycle Corporation

Unilever United States, Inc.

Under Armour, Inc.

Varsity Spirit, LLC

VIAVI Solutions

VYNE Pharmaceuticals Ltd

Welspun India Ltd.

WIPRO Limited

Xiaomi Inc.

Work highlights

  • Advising Six Continents Hotels clearance and prosecution work for launches of high-profile domestic and worldwide advertising campaigns, slogans, updated logos for famous brands, new global hotel names/brands, new programs and service offerings for InterContinental Hotels Group (IHG)’s customers.
  • Advising BRF on its worldwide trademark portfolio (comprised of several thousand traditional trademarks, design marks, and product packaging configurations).
  • Assisting Caterpillar with respect to a wide range of trademark clearance, prosecution, and enforcement issues involving Caterpillar’s complex portfolio of brands, the cornerstone of which is the CAT mark.

Kilpatrick Townsend & Stockton

Kilpatrick Townsend & Stockton remains a leader in the market, advising on the management and prosecution of the global trademark portfolios of such household names as Amazon, L’Oreal, Clorox and Delta Airlines. The group is led by trademark and advertising specialists Bill Brewster in Atlanta and David Mayberry in New York and San Francisco-based global portfolio strategist Anthony Malutta. With Alicia Jones, who brings clearance and prosecution expertise to the Atlanta office, and Jennifer Arkowitz in San Francisco, the team’s client base spans the aviation, education, consumer goods, tech, financial services, e-commerce and entertainment.

Other key lawyers:

Alicia Jones; Jennifer Arkowitz


‘Depth and breadth of trademark knowledge and experience is unparalleled. Easy to work with, customer-service oriented. Makes sure to provide legal support in the way you need, from billing to reporting. Feels bespoke, boutique, but can handle the largest matters and portfolio.’

‘Depth of experience in all IP areas and firm works well at bringing in “the right” team for each matter. Easy collaboration and adjustments to issues.’

‘The team is expert in global trademark portfolio management and at the top of the game. They have helped us to develop a cost-effective way to manage a large portfolio. They are truly the best in terms of trademark prosecution, filing strategy and global management – you cannot go wrong!’

Key clients

Oxford Industries (Tommy Bahama)

S’well Bottle Company


Delta Air Lines

Goodwill Industries

Clif Bar


John B. Stetson Company






ArentFox Schiff

ArentFox Schiff leverages the experience of its team and the bench strength of its offices in New York, Boston, Los Angeles, San Francisco and Washington, DC, to assist clients such as Amazon and Tesla with the management and prosecution of major global portfolios. Anthony Lupo specializes in advising clients in the fashion industry, such as Diane von Furstenberg, Gucci, Yves Saint Laurent and Jimmy Choo. Ricardo Fischer counsels companies operating in Europe, Latin America, and the Caribbean on distribution and market entry, across the retail and food and beverage sectors. In addition, firm-wide managing partner Cristina Carvalho, who represents Mars, Incorporated and its affiliates, advises major corporates in Brazil on technology, commercial, licensing and intellectual property matters. Michelle Mancino Marsh advises cutting-edge clients in e-commerce and robotics. In December 2021, Arent Fox announced a merger with Chicago firm Schiff Hardin (to come into effect March 2022), with Anthony Lupo as chair of the combined firm and managing partner Cristina Carvalho as co-firmwide managing partner.

Other key lawyers:

Michelle Mancino Marsh


‘Michelle Marsh and her team – always reliable and know their stuff.’

Key clients

Discovery Inc.

Rothy’s, Inc.

Qualcomm Incorporated, Inc.

Ron Santa Teresa

Restaurant Brands International (Burger King and Tim Hortons)

Ferrari S.p.A.


Deutsche Telekom AG (T-Mobile)

Boston Dynamics

Buzzfeed, Inc.

The Western Union Company

Work highlights

  • Advising Discovery Inc., overseeing the company’s international and domestic trademark and copyright portfolio, including global branding initiatives for each business unit, as well as litigation and licensing activities related to the company’s consumer products.
  • Advising Rothy’s, handling all of the company’s national and international IP matters, from product concept to launch, and now in the enforcement of the brand and designs against third-party infringement and counterfeiting.
  • Advising Tesla on the management of its extensive worldwide trademark portfolio for Tesla, including brand clearance, protection, publicity rights, and enforcement matters.

Baker McKenzie LLP

Baker McKenzie LLP continues to manage the portfolios of major global clients such as Johnson & Johnson, the C.S. Lewis Company and Swarovski, across the consumer goods, publishing, entertainment, education, oil, fitness and retail sectors. The multidisciplinary group advises on clearance and filing strategies, false advertising and trademark prosecutions. Headed by transactions, tax controversies and restructurings expert Pamela Church at the New York office, the group also coordinates with the M&A team on disposals and IP heavy acquisitions, franchising and strategic investments. The practice is supported in Chicago by prosecution specialist David Davis and in New York by Lisa Rosaya, who provides brand management expertise, and associate Alysha Preston in New York.

Practice head(s):

Pamela Church

Key clients

Joyo Interactive/Kuaishou

Johnson & Johnson

Ecolab Inc.


The C.S. Lewis Company




IXL Learning


Work highlights

  • Representing Kuaishou, a mobile video sharing app with a following throughout Asia, the Middle East and South America, in negotiating with the major record labels and music publishers to secure the rights to enable users to exploit their entire music catalogues on the Kuaishouplatform in numerous territories throughout the world.
  • Assisting Johnson & Johnson with trademark and other IP issues relating to its spin-off of its consumer goods product division from its drug and healthcare business.
  • Advised long-standing client Ecolab Inc. on trademark issues relating to its acquisition of Purolite, a provider of high-end ion exchange resins for separation and purification solutions, in an all-cash acquisition is valued at approximately  $3.7 bn.

Cowan, Liebowitz & Latman, PC

With its experienced team, New York firm Cowan, Liebowitz & Latman, PC specializes in the registration, maintenance and enforcement of the portfolios of major global brands such as Barclays Bank, Sony Pictures, Maserati and Major League Baseball. The team is headed by counselling and prosecution expert Deborah Squiers, whose client base spans the entertainment, financial services, food and restaurant sectors. The group is supported by trademark law authority William Borchard and Joel Karni Schmidt, who acts for start-ups, fashion and lifestyle companies, and video game design companies. In addition, Kieran Doyle brings expertise to clients in the publishing, footwear and medical marijuana areas. Robert English manages complex international enforcement matters for clients in the craft beer, software, apparel, advertising, and beauty industries. In January 2022, Jeffrey Chery, who handles domestic and international enforcement issues, was promoted to partner, and Joelle A. Milov, who specializes in domain name disputes, was appointed counsel.

Practice head(s):

Deborah Squiers


‘The team at Cowan provides exceptional service and they are fast responsive. They provide the services fast, without losing the quality of work.’

‘Robert English and Jeffrey Chery are exceptional attorneys that have managed our cases throughtout the years. They understand the clients’ needs and market and find the best solution within an actual scenario, providing achievable and realistic results.’

‘I have worked closely with Cowan, Liebowitz & Latman’s team for many years and they have provided excellent service to me and my clients. They are very professional, knowledgeable and responsive. They provide good advice, solve problems and are very responsive.’

‘Joel Karni Schmidt has been advising and assisting my clients with trademark filing and prosecution for the past 15 years. I worked closely with Joel on multiple matters and he is an excellent attorney. He is very efficient, always recommends the best and most cost-effective approach, is extremely experienced and thus knows how to solve the problems, and just as important – he is very nice and pleasant to work with.’

‘Joel Schmidt is a well-natured, calm and yet astute professional who treats small as well as big issues with the appropriate importance and utmost of professionalism.’

‘Trademark prosecution is, in my opinion, one of the strongest points of the firm. The team is well-structured with attorneys and paralegals, the attention to detail is noteworthy, the responses are timely and well-thought out and the all-round training of lawyers ensures that a matter is analyzed from all angles, not just prosecution.’

Key clients

S&P Global / Standard & Poor’s Financial Services

Thompson Hotels LLC (owned by Hyatt Hotels Corporation)

Sandvik AB

Columbia University

Curtis Instruments, Inc.

Share a Splash Wine Co. (CANNONBALL)

Major League Baseball

J. Crew Group, Inc. and Madewell Inc.

G-III Apparel Group, Ltd. (DKNY and DONNA KARAN)

Buckle Brands, Inc.

Sony Pictures Entertainment

QVC, Inc. (now part of Qurate Retail Inc.)

Barclays Bank PLC

Tri State Management/Wetson Restaurant Group

S&P Global / Standard & Poor’s Financial Services

Thompson Hotels LLC (owned by Hyatt Hotels Corporation)

Sandvik AB

Columbia University

Curtis Instruments, Inc.

Share a Splash Wine Co. (CANNONBALL)

Major League Baseball

J. Crew Group, Inc. and Madewell Inc.

G-III Apparel Group, Ltd. (DKNY and DONNA KARAN)

Buckle Brands, Inc.

Sony Pictures Entertainment

QVC, Inc. (now part of Qurate Retail Inc.)

Barclays Bank PLC

Tri State Management/Wetson Restaurant Group

Work highlights

  • Advising Major League Baseball and the 30 Major League Baseball clubs in the United States on registering, maintaining, and enforcing their trademark portfolios.
  • Advising S&P Global, Inc. / Standard & Poor’s Financial Services on the management and enforcement of a portfolio of approximately 2,500 applications and registrations, and over 125 oppositions and cancellations and trademark litigations in the U.S. as well as in other countries throughout the world through local counsel under our supervision.
  • Representing G-III Apparel Group, Ltd in the management of the large portfolio of registrations and applications for the famous marks DKNY and DONNA KARAN in the U.S. as well as in other countries throughout the world.

DLA Piper LLP (US)

Representing trademarks in over 150 countries worldwide, the team at DLA Piper LLP (US) advises on the management, prosecution and enforcement of the portfolios of major household names across such sectors as food, hospitality, retail, e-commerce, consumer goods, tech and entertainment. The practice is led by global co-practice group leader Mark Fowler in Silicon Valley and IP prosecution expert Gina Durham in San Francisco. At the Washington DC office, Ann Ford counsels mature and emerging companies on developing and strengthening their brands, and Thomas Zutic specializes in the selection, adoption and use of trademarks. In addition, in Chicago, IP specialist Keith Medansky advises major clients on brand strategy.

Practice head(s):

Mark Fowler; Gina Durham

Other key lawyers:

Ann Ford; Thomas Zutic; Keith Medansky; David Kramer


‘The team at DLA is fantastic in that they understand open source, non-profit and IP the unique nature in which our foundation interacts with our members for contributions and product recognition makes DLA’s role even more significant to the community.’

‘Everything they do is simply top notch. I like the trademark renewals that I receive, at least, two months before it is due. No matter what issue we have, they solve the problem and get us to where we need to go. I trust everyone I deal with there implicitly.’

‘The firm’s ability to handle our trademarks world wide is incredibly unique. We talk to one or two different attorneys, and they in turn manage our trademark portfolio worldwide. They are efficient and do it at a cost that makes sense for our business.’

‘David Kramer is a true standout in this space. He manages our portfolio with ease. He is pleasant to interact with, and consistently provides practical solutions to each problem.’

Key clients

The Dannon Company, Inc.

Altria/Philip Morris USA/Nu Mark/John Middleton Co.

lululemon athletica

Dr. Seuss Enterprises, L.P.

ZeniMax Media Inc.

Solarwinds Corporation

Vindex LLC

T. Rowe Price

FTI Consulting, Inc.

Hyatt Hotels Corporation

Equinox Holdings, Inc. /SoulCycle LLC

Ace Hardware Corporation


Mark W. Cross & Co.


Work highlights

  • Representing Dr. Seuss Enterprises, L.P. on trademark, copyright, and media issues, including prosecution, counselling, enforcement, media and merchandise licensing, publishing agreements, promotional agreements, sponsorship agreements, prepublication review and clearance, and global intellectual property enforcement strategy.
  • Advising The Dannon Company as a lead counsel on domestic intellectual property matters.
  • Acting as lead global outside trademark counsel for Hyatt Hotels Corporation and handles all IP matters throughout the world.

Haynes and Boone, L.L.P.

Haynes and Boone, L.L.P. advises on the international portfolios of a diverse global range of active trademark clients. The team is headed in Dallas by David Bell, who builds protection plans and trademark enforcement strategies for clients across the financial services, music, apparel, consumer products, restaurants and telecoms sectors. Supported by Jeffrey Becker, who has extensive brand management experience, and advertising and social media issues specialist Erin Hennessy in New York, the group’s comprehensive service extends to international trademark clearance and brand launches and prosecutions around the globe. In Dallas, Purvi Patel Albers handles tech and television and film clients and Tiffany Ferris, who brings expertise in brand promotion, was promoted to partner in January 2022.

Practice head(s):

David Bell


‘Very friendly attorneys who are excellent at advising clients.’

‘Partner goes to great effort to provide top quality service and establish good relations.’

‘Purvi Albers, Tiffany Ferris – both amazing lawyers, who know our business, and tailor their practice to our needs. They are the best of the best.’

Key clients



Dallas Cowboys

San Antonio Shoe Company

Halliburton Energy Services

Hachette Book Group


VP Racing Fuels


Work highlights

  • Acting as primary trademark counsel for AT&T and representing the company for more than two decades in trademark prosecution and counseling as well as trademark litigation, TTAB oppositions and proceedings.
  • Acting as primary outside trademark counsel to the Dallas Cowboys, handing trademark prosecution and clearance for the company.
  • Acting as primary trademark counsel to oil field service company Halliburton, managing its trademark clearance, preparation and filing of new trademark applications, defense of oppositions before the Trademark Office. Trademark Trial and Appeal Board, and overall strategy.

King & Spalding LLP

Representing household names like Sephora, Home Depot and Coca-Cola, the team at King & Spalding LLP utilizes the strength of its network global locations to advise clients on the managing, enforcement and licensing of their global trademark portfolios. The group is headed by Richard Groos in Austin, who builds strategies for trademark, trade secret and domain name-related matters, and IP enforcement expert Kathleen McCarthy in New York. Supported by counsel Sheri Hunter in Austin, the team’s client base spans the retail, consumer products, food and beverages, life sciences, tech and energy sectors.

Other key lawyers:

Sheri Hunter


‘The team has an extensive reach across many types of licensing/IP projects. An incredibly strong get-it-done approach coupled with a deep knowledge of the industry and the people representing key counterparties.’

‘K&S is efficient and thorough, provides smart legal advice, keeps up on changes in the law and is highly flexible to work with.’

‘Kathleen McCarthy is a gem. She’s both an excellent attorney and a great client manager. It’s often hard to find someone who does both this well.’

Key clients

The Home Depot Inc.

Steve Jackson Games

Pathway Vet Alliance

Indeed Inc.


The Coca-Cola Company

Booz Allen Hamilton







Work highlights

  • Representing The Home Depot in IP matters, having served as the company’s trademark counsel for more than 20 years.
  • Representing Indeed, Inc., a multinational job placement and recruiting company, in a wide range of trademark strategy matters and in the enforcement and protection of the company’s brands.
  • Advising DFS, a global luxury travel retailer owned by LVMH and Robert Miller, in a wide range of trademark strategy matters and in the enforcement and protection of the company’s brands.

Loeb & Loeb LLP

Representing such major entertainers as Arnold Schwarzenegger, Loretta Lynne, Carrie Underwood and Tenacious D, as well as luxury brands such as Saks Fifth Avenue and Lord & Taylor, the intellectual property protection group at Loeb & Loeb LLP safeguards and manages the trademarks of clients, counseling on engagement of influencers and the leveraging of assets through cutting-edge marketing, advertising and media platforms. The team is headed in Los Angeles by Melanie Howard, who provides brand guidance on acquisition, licensing and exploitation to clients in the media, tech, automotive, retail, fashion and financial services sectors. The group is supported in Los Angeles by trademark dispute resolution expert David Grace and Jorge Arciniega, who arrived from McDermott Will & Emery LLP in February 2021 and specializes in sponsorship and celebrity endorsements, and in Nashville, Tennessee by new partner Bess Morgan, promoted January 2022, whose expertise includes assisting clients with IP-related advertising matters.

Practice head(s):

Melanie Howard

Key clients

Univision Communications

Hudson’s Bay Company/Saks Fifth Avenue and Lord & Taylor

Richard Tyler “Ninja” Blevins

City National Bank

Arnold Schwarzenegger

World of Wonder Productions, Inc.

Tenacious D

Carrie Underwood

John R. Cash Revocable Trust

Trust of B.B. King

Midland, Vince Gill, Jerrod Niemann, Casting Crowns, Runaway June, Andrew Peterson, Building 429, Luke Combs and Kane Brown.

Grand Ole Opry

Hollywood Foreign Press Association (HFPA)


Washington Football Team

Katherine Schwarzenegger Pratt

Christie Brinkley, Inc.

Loretta Lynn

Work highlights

  • Acting as intellectual property counsel to Univision Communications, providing services in global trademark prosecution, enforcement, and exploitation.
  • Representing Hudson’s Bay Company/Saks Fifth Avenue and Lord & Taylor in the global management of the company’s trademark portfolio and domain name portfolio.
  • Representing well-known musical artist Tenacious D, comprised of Jack Black and Kyle Gass, in connection with brand protection matters, including: (a) trademark portfolio management and strategy; (b) domestic and foreign prosecution and maintenance for trademark matters; and (c) enforcement counseling, both in the U.S. and globally.

McDermott Will & Emery LLP

McDermott Will & Emery LLP advises on the management and enforcement of the trademark portfolios of major clients in the life sciences, tech, healthcare, professional services, biotech, logistics, insurance, fintech and alcoholic beverages sectors. Trademark prosecution expert Christina Martini in Chicago leads the team with William Gaede in Silicon Valley. Support is provided by licensing and counseling specialist Jennifer Mikulina in Chicago and in Washington DC by Robert Zelnick, who manages unfair competition and advertising matters, and associate Eleanor Atkins. Orange County office managing partner Sarah Bro assists clients in the alcoholic beverages, IT, blockchain and financial tech and wellness sectors.


‘The team of IP attorneys are some of the most practical outside counsel I have ever encountered. I always know my matters will be treated with white glove service and the work product will be exacting, timely and importantly, delivered in a user-friendly manner.’

‘Sarah Bro and Robert Zelnick’s approachability, light-handed billing and consistent professionalism leave them leaps and bounds ahead of their competitors.’

Key clients

Alico Services Corporation

Computing Technology Industry Association (CompTIA)

CXtec Inc.


FIG. 1

Gorton’s Seafood

Hitachi Ltd.

Ilegal Mezcal

Irving Oil

Lyell Immunopharma, Inc.

MCIC Vermont

My Medical Suitcase SAS

New York Life Insurance Company

Olam International

One Home Brands, Inc., d/b/a Blueland

Outpace Bio

Pindrop/Next Caller

Plume Design

Tampico Beverages, Inc.

Terlato Wines International

Walking Fish Therapeutics

Xypex Chemical Corporation

Young Innovations, Inc.

Zodiac Pool Systems LLC / Fluidra

Work highlights

  • Advising EQRx as primary trademark counsel.
  • Advising Tampico Beverages on managing and enforcing the international trademark portfolio of Tampico Beverages.
  • Advising Terlato Wines, a marketer of luxury wines in the US, on all aspects of its global trademark portfolio, which includes more than 80 brands from wine and spirits producers in more than a dozen countries.


The team at Baker & Hostetler LLP advises high-profile international and global clients such asLG Electronics and the J.M. Smucker Company on the management, exploitation and the enforcement of their trademark portfolios. In Washington DC, IP group chair Mark Tidman , who offers deep experience in trademark clearance and expansion, heads the group, along with national trademark and copyright team leader Deborah Wilcox in Cleveland, who represents clients across the manufacturing, technology, healthcare and insurance sectors. In Philadelphia, Kevin Bovard assists start-ups and multinationals with procurement and protection, and Lesley McCall Grossberg has significant litigation expertise, acting for companies in the financial services, social media, e-commerce, software, telecoms and food service industries.

Practice head(s):

Mark Tidman; Deborah Wilcox


‘The team takes a personalized approach to the practice. They are responsive, can expedite when necessary, and are flexible with our billing requests.’

‘I have worked with Deborah Wilcox for many years. She provides sound, consistent advice and offers helpful suggestions.’

Key clients

Cardinal Health, Inc. (and its numerous affiliates)

Konica Minolta

Ascena Retail Group, Inc.

LG Innotek, LG Electronics Korea and LG Electronics USA

Interblock Gaming

Evenflo Company, Inc., Goodbaby International Holdings, Inc., Cybex

The J.M. Smucker Company

Showa Glove Co.

The Hanson Group, LLC; Guardian Innovations, LLC

State of Georgia

Culligan International Company

Big Lots Stores, Inc.

CBOE Global Markets

Globefill Incorporated

Baker Botts L.L.P.

The team at Texas-based Baker Botts L.L.P. manages and protects the global trademark portfolios of a roster of notable clients across the hospitality, sports, food and beverages, tech and consumer products sectors. Paul Reilly, who advises clients on domestic and overseas rebranding and application prosecutions, heads the team in Dallas. Suzanne Hengl in New York brings expertise to matters of clearance and use, as well as advertising and promotion strategies.

Practice head(s):

Paul Reilly

Other key lawyers:

Suzanne Hengl


‘The team is always responsive and provides a comprehensive view of all options and associated risks while keeping budget in mind.’

‘Suzanne Hengl truly listens to the needs of the business. She functions much as in-house attorney would by partnering with the business to find solutions.’

‘Professional, well-experienced, responsiveness and offers practical and effective solutions/recommendations.’

‘I would strongly refer Suzanne Hengl of Baker Botts with whom my team and I have worked for decades. She is consistently very responsive, helpful and is so well- experienced to help handle the clients’ IP issues in a practical and cost effective way.’

Key clients

Tenet Healthcare Corporation

Revlon Consumer Products Corporation

Reynolds Group Holdings

Fujifilm/NGB Corporation

Talbots, Inc.

Aramark Corporation

Mother Parker’s Tea & Coffee Inc.


Jill Acquisition (J.Jill)

PepsiCo Inc.

Channel Master, LLC

Liberty Media Corporation

Pactiv LLC

The Genting Group

Work highlights

  • Advising Reynolds Group trademark prosecution and portfolio management.
  • Advising Fujifilm Corporation and its affiliates on its domestic and international trademark portfolio.
  • Advising Talbots on developing and implementing brand protection strategies.

Cooley LLP

Cooley LLP advises celebrities and household name brands on clearance and enforcement matters related the management of their global trademark portfolios. In Washington DC, experienced partner Brendan Hughes heads the team, assisting clients across the tech, life sciences, telecoms and aerospace sectors. Based in the Los Angeles office, JP Oleksiuk and Bobby Ghajar both bring advertising and trademark counseling and prosecution expertise. Anne Peck, a founding trademark partner at the Palo Alto office, builds market expansion strategies for corporates in biopharmaceuticals and beverages. Washington DC-based special counsel Susan Christoff handles registration and protection actions for apparel and real estate companies.

Practice head(s):

Brendan Hughes


‘The Cooley team is top-notch when it comes to: 1) technical expertise (they know or find out the solution), 2) responsiveness, and 3) client interaction and collaboration is superior.’

‘Susan Christoff is a fantastic attorney who is very knowledgeable and very responsive. She is also personable and relates well to clients and collaborators. She is a problem-solver!’

Key clients

Gilead Sciences

Kamut International

Movado Group

Normatec Recovery

Pabst Brewing Company


Spin Master


USB Implementers Forum


Houzz Inc.


Crowell & Moring LLP

Strengthened by its June 2021 merger with intellectual property boutique Brinks Gilson & Lione, the team at Crowell & Moring LLP has a collective team of over 100 lawyers, advising major clients in the retail, education, food and tech sectors on the development and protection of their global trademark portfolios. The group is led in Chicago by veteran trademark attorney Andrew J. Avsec and Howard Michael, who specializes in the implementation of trademark enforcement programs. Experienced trademark litigator Jeffery Handelman is another key team member, along with Virginia Wolk Marino, who provides counsel on strategic filing to clients in the pharmaceuticals and life sciences areas. All lawyers mentioned work in Chicago.


‘Excellent responsiveness and advice; very client-friendly – we trust them with our most complex cases.’

‘We work with Andrew Avsec mainly. And his great team. Andrew is an exceptionally talented young partner.’

‘Crowell & Moring’s intellectual property team offers a comprehensive and quality service.’

‘Mr. Andrew Avsec, Mr. Howard Michael, Ms. Emily Kappers and Ms. Fan Cheng – they are all very responsive and provide quality services with reasonable fees.’

‘Andrew Avsec and Emily Kappers are both very client-oriented, spend a lot of time getting to know nuances of the business and give very practical timely advice.’

Dechert LLP

Dechert LLP advises on the management, prosecution and enforcement of the trademark portfolios of major international corporates such as Willis Towers Watson, LaFargeHolcim and Zara. Headed by trademark searching and clearance authority Glenn A Gundersen at the Philadelphia office, the group’s client base spans the tech, food and beverages, apparel, and insurance sectors. The team is supported in New York by Jennifer Insley-Pruitt, who was promoted to partner in January 2022, and, in addition to trademark counselling, assists clients with right of publicity and advertising issues, and associate Gayle Denman, who represents clients in fashion, healthcare, professional sports, and media and entertainment.

Practice head(s):

Glenn A Gundersen


‘Very responsive. High-quality advice. Innovative in their thinking.’

‘Glenn Gundersen: a star Gayle Denman: totally dependable for good advice Jennifer Insley-Pruitt: careful thinker, excellent strategy, very hard working.’

Key clients

Willis Towers Watson


The Ivy League



The Cousteau Society

Work highlights

  • Representing VF in seeking U.S. trademark registration of the distinctive design of the Kipling backpack.

Fenwick & West LLP

Representing the global trademarks of major global brands such as Peloton, NVIDIA and Riot Games, the team at Fenwick & West LLP advises clients across the tech, fitness and e-commerce sectors on strategy and enforcement. Connie Ellerbach in Silicon Valley leads the team, providing experience with securing and protecting the marks used in connection with emerging technologies, such as blockchain and cryptocurrency, augmented and virtual reality, and personal aviation vehicles. Karen Webb, also in Silicon Valley, counsels established and start-up companies on strategy and brand asset protection. Working on both the West Coast and in New York, Mark Jansen assists household tech companies on a worldwide scale.

Practice head(s):

Connie Ellerbach

Other key lawyers:

Karen Webb; Mark Jansen

Key clients

Upwork Atlassian Corporation Niantic Peloton Interactive Riot Games Scopely NVIDIA Corporation

Facebook Reality Labs (Oculus)

Diem Association (fka Libra Association) Cisco Systems Archer Aviation

Work highlights

  • Representing Atlassian on worldwide portfolio management and/or trademark counsel.
  • Representing NVIDIA as worldwide trademark portfolio counsel.

Fross Zelnick Lehrman & Zissu, P.C.

Fross Zelnick Lehrman & Zissu, P.C. maintains the portfolio of major global brands across the pharmaceuticals, fashion, hospitality, and personal care and cosmetics sectors. In addition, the firm provides guidance to startups, from clearance of brand marks to international expansion. In New York, trademark authority Nadine Jacobson advises on global strategies, Tamar Niv Bessinger focuses on trademark registration, and Karen Lim specializes in managing trademark portfolios over the entire course of their development. Experienced trademark prosecutor and data analytics expert Allison Strickland Ricketts assists clients at the Alexandria office.

Key clients

Bristol Myers Squibb


Colgate-Palmolive Company

Gap/Banana Republic/Old Navy

Johnson & Johnson

The LEGO Group


Overtime Sports, Inc.

Peloton Interactive, Inc.

Richemont (brand include Cartier, Van Cleef & Arpels, and Chloé, among others)

Sony Interactive Entertainment—Brands include PlayStation, PS4 and PS5

Tiffany & Company

Warner Brothers Entertainment Group

Work highlights

  • Representing Hill House Home’s NAP DRESS loungewear in preparing a declaration of acquired distinctiveness that was accepted by the U.S. Trademark Office even though the mark had been in use only 18 months; the application was published without any third-party opposition, and the registration issued in September 2021.
  • Advising TCP Brands, owner of The Children’s Place national retail stores, who wished to create a new brand to be directed at tween girls, conducting a trademark clearance and global filing strategy for a new name.

Greenberg Traurig, LLP

Greenberg Traurig LLP utilizes the bench strength of its network to advise household names such as UPS, Godiva, and Katy Perry on the monetization and protection of their global trademark portfolios. The team is led in Los Angeles and Orange County by Susan Heller, who specializes in assisting major celebrities and pre-IPO companies, Mark Galis in Chicago, who counsels clients in the e-commerce space, and Joel Feldman in Atlanta, who brings expertise to the settling of controversies between clients and third parties. Chicago's Jeffrey Dunning handles enforcement efforts for gaming and hospitality companies.

Other key lawyers:

Jeffrey Dunning


‘The attorneys and staff are knowledgeable and diligent in providing advice and prosecution of trademark applications. They are also appropriately aggressive in obtaining and maintaining client registrations.’

‘GT is a firm with incredible talent, knowledge, communication, and acumen. They have an incredible docket system, world class staff, and best-in-business partners.’

‘Mark Galis, the lead partner on our engagement, has a very collaborative relationships with our senior leadership. He is a trusted advisor in all areas of our corporate IP, including IP litigation, brand protection and enforcement, product expansion, etc.  Jeff Dunning, also a shareholder at GT, provides extremely well thought out guidance and perspective in the day to day management of our IP, including infringements, risk assessments related to the use of new marks and taglines, portfolio maintenance, etc.’

Key clients

United Parcel Service, Inc. (“UPS”)

Manscaped, LLC

Katy Perry/Killer Queen, LLC

Caesars Entertainment Corporation

Westbrook Inc.

Godiva Chocolatier, Inc.

Anastasia Beverly Hills

Shiseido Company, Limited

Broadridge Financial Solutions, Inc.

Barry’s Bootcamp

Work highlights

  • Representing UPS in connection with the management of its worldwide trademark portfolio, handling its clearance, prosecution, maintenance, opposition and enforcement activities.
  • Representing Will Smith’s Westbrook Inc, which is commercializing the BEL-AIR ATHLETICS and FRESH PRINCE brands.
  • Representing men’s personal grooming company Manscaped in connection with the prosecution, enforcement, and management of its global trademark portfolio.

Holland & Hart LLP

Holland & Hart LLP manages and enforces portfolios of major multinationals across such sectors as food and beverages, e-commerce, tech, aviation and apparel, benefiting from an integrated national presence across the US. The team is headed in Salt Lake City, Utah by Matthew Horlacher, who is experienced in developing portfolio management strategies. The practice is supported in Boulder, Colorado, by office founding partner Scott Havlick, who maintains relationships with foreign counsel, enforcement specialist Hope Hamilton and Kazuyo Morita, who employs a background in neuroscience. Ester Martín in Denver provides prior in-house expertise.

Practice head(s):

Matthew Horlacher


‘H&H’s trademark team always does great work. Also, they have skilled attorneys and can handle big projects within tight schedules.’

‘Scott Havlick and Kazuyo Morita: their responses are always nimble, and to the point.’

‘The team at Holland & Hart is well leveraged with a variety of knowledgeable specialists and paralegals. They optimize technology to reduce billable time on reporting and docketing, and work closely with staff departments (billing) to maximize efficiency and utility to their in-house clients.’

Hunton Andrews Kurth LLP

Hunton Andrews Kurth LLP provides comprehensive brand services to major global clients, advising on the clearance, registration and enforcement of their trademark portfolios. The group is led in Washington DC by John Gary Maynard who develops enforcement programs for companies in aviation, retail, chemicals and financial services, Tyler Maddry and Michael Oakes. James Rosini at the New York office employs deep IP experience to assist on trademark and unfair competition matters. Stephen Demm in Richmond counsels clients in the energy sector.

Other key lawyers:

James RosiniStephen Demm


‘Great personal service from the partners I work with at this firm.’

‘The partners I work with understand the issues quickly and laser focus in on solutions. Tremendously efficient.’

Key clients


Ahold Delhaize

Peanuts Worldwide

Diginex Ltd.

Fifth Generation, Inc.

MIH Technology Holdings B.V.

Work highlights

  • Representing Ahold Delhaize in the clearance, registration, maintenance, and licensing of its portfolio.
  • Representing Peanuts Worldwide, which owns all rights to the PEANUTS characters including Snoopy, Charlie Brown, etc., in trademark prosecution, strategy, and licensing.
  • Representing Fifth Generation, Inc in global trademark prosecution and brand management matters.

Jones Day

Advising household names including BMW, Wikimedia and the Rock and Roll Hall of Fame and Museum, the intellectual property practice at Jones Day provides clients with comprehensive services for the clearance, licensing, prosecution and management of their global trademark portfolios. Meredith Wilkes, an experienced brand protection and enforcement advisor, leads the team in Cleveland, where support is provided by Carrie Kiedrowski, who advises companies across the real estate, food and beverage, education, software and insurance sectors. In Houston, Anna E. Raimer specializes in counselling clients on Internet and social media trademark issues. Jessica Bradley  left in August 2021.

Practice head(s):

Meredith Wilkes


‘I like that Jones Day provides a one-stop solution to our trademark prosecution and portfolio management needs.’

Key clients

The Wikimedia Foundation

BMW Group (including Rolls-Royce Motorcars Ltd. and MINI)

The Rock and Roll Hall of Fame and Museum

EOS Products LLC

The NOCO Company

K&L Gates

K&L Gates advises global household clients like Abercrombie & Fitch and TripAdvisor on the clearance, prosecution and maintenance of their trademark portfolios. In Boston, IP practice group partner David Byer specializes in trademark, trade dress, advertising and distribution issues. Susan Kayser in Washington DC assists clients in the fashion, luxury, tech, food, and consumer products sectors. Strategic expansion licensing and enforcement expertise is brought by Pam Jacobson in Seattle. Added support is provided by Eric Lee in Boston, whose work spans the e-commerce, music, travel, software, medical devices and pharmaceutical industries. The team is directed in the US by Bob Barrett in Chicago.

Practice head(s):

Bob Barrett


‘They take the time to get to know their clients and their clients’ business, and they provide solid, practical advice. They are proactive and timely.’

Key clients

Abercrombie & Fitch

Kudelski Group


The Icelandic Milk & Skyr Corporation


Valve Corporation


Zillow Group



Work highlights

  • Advising TripAdvisor on trademark management.
  • Advising Abercrombie & Fitch as primary U.S. trademark and copyright counsel.

Kelley Drye & Warren LLP

Advising major clients in the entertainment, fashion, sports and retail sectors such as the Major League Baseball Players Association (MLBPA), Endeavor and Ralph Lauren, the intellectual property group at Kelley Drye & Warren LLP advises clients on the clearance management and protection of their global trademark portfolios. In addition, the team advises on emerging issues in the practice space such NFTs, the growth of e-commerce platforms, US cannabis laws and changes in the US Patent and Trademark office. Veteran IP expert Andrea Calvaruso at the New York office leads the team, counseling companies on strategy, as well as domestic and international prosecution. In New Jersey, Michael Zinna, who represents clients in the beauty, apparel and tech industries brings expertise to opposition and cancellation proceedings. Patricia L. Werner manages the portfolios of cannabis and entertainment clients in New York, where associate Kelli Ortega handles enforcement and trade dress matters.

Practice head(s):

Andrea Calvaruso


‘Patricia Werner is quick, shrewd, responsive, efficient, intelligent, and entirely delightful. Globally, she is one of my favorite counsel and is the first call for our most valued clients’

‘This is hands-down the most skillful trademarks team I have ever had the fortune to work with. Smart, hawk-eyed when it comes to detail, reliable and provides commercial advice.’

‘Andrea Calvaruso (partner) – as well as being a wonderful human, Andrea is remarkably smart, reliable, responsive and knows everything there is to know about IP, and trademarks specifically. She can always be trusted to give commercial and pragmatic advice. Patricia Werner (special counsel) – the best trademark specialist I have come across in almost 20 years of being in the industry. Kelli Ortega (senior counsel) – key in helping us with complex settlement and coexistence agreements: her advice is always clear and commercial.’

‘The team has great depth and expertise, with a particular focus on fashion and media clients. They provide outstanding levels of service and are extremely professional, approachable and responsive. We would not hesitate to recommend them to our colleagues and associates.’

‘Andrea Calvaruso is an expert in her field and provides considered, commercially-astute advice. She and her team provide outstanding levels of service and are extremely professional, approachable and responsive. We would not hesitate to recommend Ms Calvaruso and her team to our colleagues and associates.’

Key clients

Endeavor (formerly WME | IMG)

Chico’s FAS, Inc.

Bacardi & Co. Ltd.

Foot Locker Retail, Inc.

Nelk Inc.

Take-Two Interactive Software, Inc. (“Take-Two”)

Ralph Lauren Corp.

Ashley Stewart, Inc.

Major League Baseball Players Association (MLBPA)

MarioDedivanovic / Makeup By Mario

GameStop, Inc.

Work highlights

  • Advised video game company Take-Two on the launch of a new business venture, including negotiation of contract terms and protection of intellectual property.
  • Advising a number of cannabis companies with respect to trademark protection and enforcement for their brands in the U.S.
  • Advising and counselling Jones Road Beauty on intellectual property filings.

Knobbe Martens Olson & Bear LLP

With a nationwide presence, the team at boutique firm Knobbe Martens Olson & Bear LLP acts as a one-stop-shop, advising on the licensing, management, and protection of the global trademark portfolios of key market players in a diverse range of industries. The practice also focuses on emerging areas such as AI, cryptocurrency, blockchain and the legal cannabis industries. In the Irvine office, the team is headed by Jeff Van Hoosear, who represents clients in the automotive, fashion, insurance and entertainment industries and Susan Natland, the vice-chair of the Trademark Public Advisory Committee. Firm managing partner Steven Nataupsky is a hugely experienced figure within the space. Diane Reed has now retired.

Other key lawyers:

Steven Nataupsky


‘In-depth knowledge of IP. Boutique firm/specialty firm so they focus on IP full-time. Pricing is far better than a large full-service law firm.’

‘Susan Natland and her team are thoughtful, strategic advisors who consider all aspects of your portfolio’s needs.’

‘Susan Natland is creative, resourceful, and strategic.’

‘Flexible reporting structures in re providing status reports on trademark portfolios. The team has taken the time to know our business and to understand our needs as a company and as a legal department.’

‘They are the most enjoyable outside counsel that we work with. We not only like them as lawyers, we like them as people. Approachable, fun, flexible.’

Key clients

Qatar Airways


Jacuzzi Brands

99 Cents Only Stores

Toshiba America Electronics Corporation


Meyer Natural Foods

Venus Laboratories (ECOS)

Monster Energy Company

Illumina, Inc.


Jelly Belly

Fox Corporation

BJ Restaurant

Soke Beauty

Edwards Life Sciences

Work highlights

  • Representing Fox Corporation in protecting its various brands including FOX SPORTS as well as entertainment properties including the hit TV show The Masked Singer.
  • Advising on the management of Monster Energy’s worldwide trademark portfolio handling all aspects, including management, protection, and enforcement.
  • Assisted Passy-Muir, Inc specifically with the implementation of a long-term strategy to successfully register a trademark after its initial application was refused.

Morgan, Lewis & Bockius LLP

Morgan, Lewis & Bockius LLP advises household names across sectors from pharmaceuticals, media, healthcare, food and beverages to financial services, hospitality, education, retail and fashion. The practice is led by Karen Butcher, a specialist in trademark issues related to licensing, corporate reorganizations, strategic alliances and M&A in Washington DC, with support from Kevin Fee, who co-heads the litigation team with Josh Dalton in Boston. DC's Anita Polott assists clients with brand protection strategies and Rachelle Dubow in Boston manages complex, cross-border prosecutions. Carla Oakley offers expertise maintenance and enforcement for life sciences and education clients in San Francisco, where Gene Park was promoted to partner in October 2021.


‘MLB’s client service is impeccable when it comes to our intellectual property and monitoring our federally registered trademarks, including the timely renewals for all our of marks.’

‘Sophisticated yet practical and cost effective, often working under fixed fees. Outstanding team that builds strong relationships.’

‘Carla Oakley is a practical, pragmatic and creative trademark attorney. She has managed the trademark portfolios for many of my companies and does a thorough and outstanding job thinking about all the nuances of protection ww- both prosecution and enforcement.’

Key clients

Anthem, Inc.

Diageo plc

Edgewell Personal Care

Exploding Kittens, Inc.

Fanatics, Inc.

Farmers Restaurant Group/Founding Farmers and Our Last Straw

High Performance Industries, Inc.

Office Depot, Inc.

SimpliSafe, Inc.

Urban Outfitters

Work highlights

  • Representing Anthem’s in trademarking issues in the United States and coordinating counsel internationally.
  • Represented Diageo plc, a worldwide spirits maker, and its affiliates in connection with a wide range of trademark and other matters for more than 25 years.
  • Advising Office Depot on US and global trademark issues.

Norton Rose Fulbright US LLP

The team at Norton Rose Fulbright provides comprehensive services for the management and enforcement of the trademark portfolios of multinationals like Electronic Arts, and across the financial services, alcoholic beverages, automotive, non-profit, manufacturing, and video games sectors. In Houston, intellectual property head James W Repass, who advises on the IP aspects of major transactions, leads the practice, with head of IP brands Timothy M Kenny in Minneapolis. Support is provided by Linda M Merritt in Dallas, who counsels clients on trademark strength and availability, and in Minneapolis by Felicia Boyd, who specializes in finance matters.

Practice head(s):

Timothy M Kenny; Jim Repass

Other key lawyers:

Linda M Merritt; Felicia Boyd


‘Good use of support staff/paralegals. They don’t pad their bills and teams with expensive associates and partners for straightforward work.’

Key clients

APi Group

Archdiocese of St. Paul/Minneapolis

Electronic Arts, Inc.

Fair Isaac Corporation, dba FICO

Hadassah The Women’s Zionist Organization of America, Inc.


Red Locks Irish Whiskey


Standard Homeopathic

USA Warriors

Veranda Gold Incorporated USA Inc. dba Uther Supply

Work highlights

  • Representing FICO across an array of work which encompasses trademarks, copyrights, and patents and includes litigation, oppositions/cancellations, counseling, prosecution, and strategic portfolio management.
  • Representing Standard Homeopathic with day-to-day counseling, help with development of strategy and handling of trademark searches, trademark prosecution/maintenance registration, licensing and enforcement.
  • Advising EA on its new logo and rebrand.

Orrick, Herrington & Sutcliffe LLP

Orrick, Herrington & Sutcliffe LLP works with household names including Vera Wang, BIC and Beyond Meat on the filing, enforcement and management of their global trademark portfolios. Sten Jensen, known for his IP work in the tech sector, leads the team at the Washington DC office, with Jared Bobrow in Silicon Valley. Beth Goldman in San Francisco assists clients with the worldwide policing of trademarks across the biotech, renewable energy, consumer products, pharmaceuticals, telecoms and food and beverages sectors. In addition, Peter Vogl at the New York office offers deep expertise in building strategies for corporates and start-ups.

Practice head(s):

Sten Jensen; Jared Bobrow

Other key lawyers:

Beth Goldman; Peter Vogl

Key clients

Vera Wang Group

Viking River Cruises

Urban Zen by Donna Karan

BIC Corp.

Anika Therapeutics

Beyond Meat


Alit Wines

Stoller Vineyards

Work highlights

  • Representing Vera Wang’s worldwide trademark portfolio, including clearing, filing, and maintaining all marks, managing oppositions and cancelations throughout the world.
  • Advising Salesforce on global trademark issues.
  • Representing Beyond Meat in global trademark prosecution and enforcement proceedings.

Pryor Cashman LLP

Pryor Cashman LLP provides a one-stop-shop for brand management, advising on the enforcement, maintenance and clearance of the trademarks of major global clients such as Kanye West, Honda, L’Oréal and Avon. IP practice group chair Brad Rose has deep experience in celebrities and corporates in the entertainment, music, digital media, consumer products and fashion sectors. The trademark practice group is co-chaired by Dyan Finguerra-DuCharme, who specializes in assisting clients on mark availability and portfolio development, and Teresa Lee, who provides expertise in assisting authors, songwriters, models, models, athletes, entertainment companies and other key players in the practice space. Ryan Klarberg was elevated from associate to counsel in January 2022. All lawyers mentioned are based in the New York office.

Other key lawyers:

Ryan Klarberg

Key clients

Creative Culinary Communities LLC


Kanye West

WHP Global



Honda Motor Co. Ltd.

Umami Burger

sbe Entertainment Group


Work highlights

  • Representing Kanye West and has acted successfully for him in multiple trademark infringement cases regarding his YEEZY and SUNDAY SERVICE marks as well as COINYE WEST cryptocurrency.
  • Advising Creative Culinary Communities on intellectual property issues.
  • Advising Richemont’s on the management of its trademark portfolio.