UK Trademark Rankings 2024


Firm overview:

Wiggin’s deep expertise in specialist industries and peer-recognised “cutting-edge work” in trademarks has led to stellar client wins from rival practices. The media, technology and IP firm has had “real growth in the last 10 years”, particularly in portfolio management and with a niche in the betting industry. The practice has attracted the likes of technology leader Microsoft and production giant Banijay, home to UK TV favourites Masterchef, Big Brother and Peaky Blinders

In 2023, Wiggin won the global brand management mandate for Entain, the FTSE 100 betting company and owner of Ladbrokes and Coral. The firm assists with Entain's 2,500+ trademark portfolio, registry disputes and litigation in multiple territories, showcasing Wiggin's 360-degree service offering.

Wiggin receives outstanding feedback from its clients; one says the team “thinks like they’re in my shoes… the money saved and recovered is incomparable”. On the contentious side, the team represents both long-standing clients and famous brands seeking litigation outside their primary counsel, handling matters before the UK and EU Intellectual Property Offices (IPOs) up to the Court of Appeal and Supreme Court. 

Recent highlights include complex matters surrounding non-traditional trademarks, jurisdictional issues following Brexit and cases clarifying the law on brand reputation in relation to similarity between trademarks.

Team overview:

Based in the UK and Belgium, Wiggin’s IP team is made up of 30 lawyers, attorneys and dual-qualified practitioners. In 2017, head of the IP team Sara Ashby joined Wiggin with the merger with IP boutique Redd, a firm she founded. Litigator Ashby provides “sound and sensible advice” and is president of the International Association for the Protection of Intellectual Property UK (AIPPI UK). 

“Capable” Rachel Alexander has represented well-known clients before the Supreme Court and Court of Appeal, and leads the team advising Oxford University and Oxford University Press on their brand strategy and enforcement matters. 

Joanne Gibbs is particularly experienced in multinational disputes, with clients commenting, “the way she thinks about enforcement strategy is really interesting and incisive”.

Based in both London and Brussels, the “absolutely fantastic” Peter Dawson is “a really good negotiator”, say peers. Dawson advises on strategy and trademark protection and clients praise how “he explains [and] condenses complex legal problems and understands and factors in our business needs.” 

All-rounder Michael Browne is a “really solid advisor”. Browne advises on trademark portfolio and strategy matters, litigates before English courts, and assists with commercial IP work. 

John Colbourn is knowledgeable in a range of sectors, including sports, media, technology and life sciences, and has experience in disputes and enforcement programmes against misuse of trademarks and designs. 

Calum Smyth brings a history of in-house knowledge and experience at leading firm Bird & Bird to advise on vast portfolios.

Key matters:

  • Wiggin represented China Construction Bank (CCB), one of the ‘big four’ banks in China, in a complex European trademark matter involving multiple appeals and a new ruling of law for reputation and distinctive character of trademarks. CCB’s European trademarks of its logo were successfully opposed by French debit card payment system Groupement Cartes Bancaires (GCB) in the EUIPO, due to a finding in separate proceedings that GCB had a reputation.
  • CCB appealed within the EUIPO, to the EU General Court and the Court of Justice of the EU (CJEU). The CJEU allowed the appeal, and agreed with the client’s argument that it was incorrect to assess the similarity of the marks in relation to the reputation of the trademark.

    In addition to the clarification of law on this point, the client went on to succeed after the matter was sent back to the EUIPO in addition to the related opposition proceedings, which concluded in favour of the client. Involved in the matter were Joanne Gibbs, Carina Gommers and John Colbourn.
  • Wiggin handles the global portfolio for Bet365, including clearance and protection of its growing brands. The British gambling company offers a range of betting services and launched an online gaming platform in 2018. Wiggin’s team, led by Michael Browne, has conducted searches and advised on more than 150 new brands since its first instruction in 2019 and acts on related disputes when necessary.


3M, Banijay, Bet365, China Construction Bank, Entain, Honeywell, KnitPro, Microsoft, Oxford University & Oxford University Press, Palace Skateboards, Trudell Medical, Wargaming, Xerox