Philip Thoreau

PhilipThoreauweb 2012
Phone: +64 9 359 7706
Fax:+64 9 373 2123
Position: Baldwins Intellectual Property - Consultant
Office: Auckland
Keys Registered Patent Attorney in New Zealand Registered Patent Attorney Australia
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Philip qualified as a Patent Attorney in 1973 and serves the varied intellectual property needs of local industry. He is team leader in the Branding and Marketing area, with a particular focus on building and construction.

In 2013 Philip was awarded the APAA Enduring Award recognising his engagement, commitment and loyalty to APAA.


Extensive intellectual property expertise with a particular emphasis on the use of branding and related copyright, design and other intellectual property strategy as a tool to obtain or maintain market traction

  • Trade mark and unfair competition practice
  • Branding and related IP portfolio management
  • Parallel Importation risk assessment and compliance
  • Building and marine construction intellectual property advice
  • Commercialisation of development work
  • Branding and Packaging audit 

Additional Experience

30 Plus years experience in the application of intellectual property law to project and business commercialisation both locally and internationally.

Particular knowledge and expertise in the building, boat building and construction products/design sector.  No stranger to construction sites, or boat building facilities;  a background in that field.  Favours the use of tools, machinery and leading edge construction products.

Leads a team specializing in innovative use of branding and related intellectual property rights for strategic business purposes.  Spearheaded a strategy resulting in a landmark successful Privy Council decision on rearguard defences to trade mark removal in the RADIANT® case; Unilever v Cussons.

Developed in conjunction with one of New Zealand’s largest companies a policy and compliance framework for risk assessment and management for parallel importation.

Headed the consultation process and client submissions at Government level in connection with proposed changes to parallel importation law.

Regular commentator on major intellectual property protection issues including recently in respect of Fern devices and the impact of fern trade mark registrations on the rights of the public.


AIPPI (International Association for the Protection of Industrial Property) - Member
APAA (Asian Patent Attorneys Association) – Executive Officer
FICPI (International Federation of Intellectual Property Attorneys) - Member
Marine Industry Association - Member
NZIPA (New Zealand Institute of Patent Attorneys) - Fellow 


Individual Awards & Recognition

APAA Enduring Award, 2013
Best Lawyers, 2014



Articles by Philip Thoreau