A serendipitous journey into trade marks

As HLK celebrates its 175^th anniversary, we take a moment to reflect on the remarkable journeys of some of the women at HLK.

We spoke with Amanda Mallon, a seasoned trade mark attorney with a remarkable career. Amanda’s journey into the world of intellectual property (IP) began by chance, but it has since become a fulfilling and impactful career.

In this interview, Amanda shares her insights on memorable cases, significant accomplishments and her advice to the next generation of trade mark attorneys.

What was your journey into the world of IP?

“My journey into the world of IP was quite accidental. I did a business degree at the University of Newcastle and the plan was to either go into marketing or do a law conversion. I stumbled across an advert in a marketing magazine for a trainee trade mark attorney at another IP firm. My immediate thought was that’s a bit of legal and branding so it’s perfect, and the rest is history!”

As we reflect on HLK’s 175-year history, how has IP evolved during your career? Can you share any major milestones that have stood out to you?

“When I first started as a trainee, if you wanted to check the trade mark register you either had to go to the trade mark registry and manually check the register there, or you had to order details of marks through a search company, via fax! The whole process took ages.

We now take for granted that if you need any trade mark details you just go online and everything is there in seconds, which is just remarkably different from when I started. Everything runs at a much faster pace now – the expectations of turnaround times and response times generally are much, much higher.

In terms of IP milestones, I think the biggest one in recent times is Brexit. Whilst it obviously had real benefits for UK trade mark attorneys because the volume of work increased, it’s changed the work I do on a day-to-day basis as I can no longer handle EU matters, which I really enjoyed – that’s a shame. But at least my Munich colleagues can carry on!”

What is the most memorable case you’ve worked on during your career, and why?

“I work on so many different cases, so it is really difficult to say what’s a standout. For me it’s more about the clients that I’ve worked with over the years. This role has afforded me the opportunity to work with so many well-known brands, and that’s a real privilege, something I really appreciate.

I’ve been lucky enough to work with a real array of clients from the start of my career right through to now, including Virgin, Revlon and GHD in my former roles, to Valentino, Remy Martin, Jet2.com and Birds Eye currently – that’s a real mix isn’t it? And it all feeds my interest in brands at the same time!”

In what ways has your role changed over the years?

“Going from a trainee right the way through to where I am now as a partner, the essence of the work itself hasn’t necessarily changed, it’s just the more experienced you become, the more complex and strategic the tasks are that you do.

But the biggest change in my role is in the level of responsibility I have – managing individuals, teams, and now the business, it’s just the complete other end of the scale from the days as a trainee when the core focus was on passing exams and going to the pub!”

Reflecting on your career, what do you consider to be your most significant accomplishment?

“Lots of my friends have changed careers over the years, so I think it’s an accomplishment to remain in the same career that I love and that continues to challenge me each day, but is still fun (in the most part!). But I guess the greater accomplishment is going from trainee to partner, whilst working part time and bringing up three children – not easy, and certainly not unique to me, but definitely an accomplishment nonetheless.”

What advice would you give to the next generation of trade mark attorneys?

“Firstly, on a practical note, have an inbox management system that is effective because that’s the one thing I don’t have and I really wish I did given the number of cases I work on each day (thank goodness for my paralegal Leanne!)

Then I’d say work really hard, continuously, to keep up to date with cases and practice updates – trade mark law and practice is ever-changing so it’s vital you keep on top of it. Also take on board different ways of working from as many people as you can because that’s the best way to form your own style, and to continually produce your highest quality work.”

What’s one thing you would like HLK’s clients, contacts and the broader IP community to know about the firm as it celebrates its 175th anniversary?

“A specialist company like ours doesn’t survive 175 years without having absolute experts in all different fields of IP, doing what they love – we’re all just essentially a bunch of IP nerds who can write a good letter!

We also genuinely get on with each other and enjoy working together – there, that’s quite a romantic view of the firm for you, but that’s my view and experience of HLK, so that’s what I’m going to say!”