Sally Britton > Mishcon de Reya LLP > London, England > Lawyer Profile

Mishcon de Reya LLP

Work Department

Dispute Resolution - Intellectual Property


Sally is a partner in the firm’s Intellectual Property department and head of the Brands group. She advises on brand protection strategies including clearance, monitoring and enforcement as well as trade mark and design filing. She acts for brands at all stages, from creation through to international expansion, both in preparation for investment and following acquisition.
Sally advises clients in a wide variety of sectors ranging from betting and gaming to real estate. She is co-head of the firm’s Retail group and takes a lead role in the firm’s mentoring programmes with the British Fashion Council and Walpole, and sits on the UK Council of the Creative Industries Federation.

Prior to qualifying as a lawyer Sally worked in brand management for Benckiser (Reckitt Benckiser), Heinz and Budweiser where her responsibilities included new product development, advertising, promotion, PR, packaging and sponsorship. She is frequently called upon by both the press and broadcast media to comment on brand related developments. 


Mishcon de Reya LLP 2013 to date; Partner 2011, Pitmans; Qualified 2004, Jones Day; Trained; Jones Day


Manchester University( LLB (Hons) Law)

Lawyer Rankings

London > Industry focus > TMT

Mishcon de Reya LLP‘s TMT offering has, since April 2021, operated as part of the firm’s innovation department, which brings together teams with expertise across IP and competition, commercial, data, technology and sport, and betting and gaming issues. Jeremy Hertzog heads up the department, bringing significant experience in litigation, especially related to IP and other technology disputes. Head of data Adam Rose co-leads the firm’s technology group, where his expertise extends to IT and commercial contracts for suppliers and licensees of IT systems. Sally Britton heads up the brands group and co-chairs the retail department, while the arrival of Ashley Winton from McDermott Will & Emery UK LLP in April 2021 extends the team’s reach into fintech, data protection, and cybersecurity work.

London > TMT (technology, media and telecoms) > PATMA: Trade mark attorneys

Mishcon de Reya LLP provides a ‘seamless end-to-end service’ to clients across the fashion, retail, media and entertainment, automotive and pharmaceutical sectors and covers the full spectrum of trade mark prosecution matters, from searches and filing programmes to registry proceedings, as well as developing international portfolios. The team is noted for its expertise in enforcement mandates and is well-placed to leverage the firm’s global footprint to act for US, Chinese, Indian, Japanese and EU firms seeking advice on trade mark matters. Under the ‘fantastic direction’ of Sally Britton, the practice includes litigator David Rose, who is praised as ‘excellent in guiding clients through registrations to contentious litigation’.

London > Industry focus > Retail and consumer

(Leading individuals)

Sally BrittonMishcon de Reya LLP

Mishcon de Reya LLP‘s practice utilises its MDR Brand Management business to advise clients on all retail-related matters, with expertise spanning brand licensing work, franchise developments, commercial and strategic partnerships, IP and trade mark strategies and reputation management issues. Sally Britton and Lewis Cohen jointly lead the team. Britton is well regarded for her brand protection work and often oversees clearance, enforcement and trade mark and design filing mandates. Cohen’s expertise encompasses high-profile endorsement arrangements, international franchising issues, product distribution matters, and retail website and app developments.

London > TMT (technology, media and telecoms) > Intellectual property: trade marks, copyright and design

Fielding an ‘all-star’ team with a very good practice, Mishcon de Reya LLP‘s IP offering is spearheaded by trade mark litigation and enforcement expert Jeremy Hertzog, who is known particularly for his anti-counterfeiting expertise. Within the team is also David Rose, who leads the IP disputes group; his ‘strong on detail and strategy’ approach is notable to clients, having acted in a number of high-profile cases before the UK and EU courts, including the higher UK courts and IPEC. Sally Britton is the go-to partner for brands, particularly in the retail sector, while commercial matters and transactions are the purview of Lewis Cohen, who advises on the full range of commercial IP, including media and sports agreements in relation to the use and exploitation of IP rights. Recent highlights for the team include advising several household names, including acting for Sky in a trade mark infringement case before the Court of Appeal. Criminal IP is another area of expertise for the team, leveraged through the firm’s white-collar crime practice. Cassandra Hill was promoted to the partnership in 2021 and Campbell Forsyth joined the team from Dentons in 2022.