Sue Irwin Ironside

SueIronsideweb 2012
Phone: + 64 9 373 3137
Fax:+64 9 373 2123
Position: Baldwins Intellectual Property - Partner
Position: Baldwins Law Limited - Director
Office: Auckland
Qualifications: LLB, Notary Public (New Zealand)
Keys Registered Patent Attorney and Barrister & Solicitor NZ Registered Patent Attorney & Legal Practitioner Australia
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Sue has been a trade mark specialist with Baldwins since 1993 and a partner in the Auckland office since 2000. She was the Executive Partner of the Auckland office between 2000 to 2007 and led the partnership as Chair between 2008 to 2015. Sue works primarily in the areas of trade marks, managing IP portfolios, preparation of related agreements, and commercial and strategic advice on trade mark oppositions in New Zealand and internationally.

When not advising clients, Sue enjoys getting out on the water canoeing, in particular outrigger canoeing.  Sue has a keen interest in following all sorts of different sports.


Sue’s areas of expertise are in-depth knowledge of trade marks, copyright, licensing, franchising, sponsorship, liquor and the hospitality industries, strategies relating to brand protection, brand creation and architecture, management of IP portfolios for small and large clients, licensing involving various forms of licenses for manufacture and sale of merchandise, knowledge and experience in IP Audits and Due Diligence.

Sue has had over 25 years' experience in commercial and intellectual property law.

Additional Experience

Sue’s experience includes eight years as a Corporate Solicitor/Company Secretary for Lion Nathan Limited, and twenty years experience at Baldwins in all aspects of trade mark work. Including:

  • advice on availability and registration of trade marks
  • knowledge and experience of prosecution and opposition proceedings in New Zealand, Australia and internationally
  • continued educational knowledge of New Zealand, Australian and international legislation and case law
  • providing strategic advice on trade mark portfolios and proactive ideas on expanding IP protection and knowledge globally
  • experience in the preparation of various forms of licenses


Auckland District Law Society
AWLA (Auckland Women’s Lawyers Association)
ANZSLA (Australia/New Zealand Sports Law Association)
INTA (International Trade Mark Association)
IPSANZ (Intellectual Property Society of Australia and New Zealand)
LES (Licensing Executives Society)
NZIPA (New Zealand Institute of Patent Attorneys) - Fellow
New Zealand Law Society
New Zealand Society of Notaries Inc
PTMG (Pharmaceutical Trade Mark Group)


2014-2015 INTA TOPC - Madrid System Subcommittee
2012-2013 INTA Famous and Well Known Marks committee


1986  Bachelor of Laws – Auckland University


Individual Awards & Recognition

Best Lawyers, 2015
Best Lawyers, 2014
ManagingIP Star, 2015
ManagingIP Star, 2014
Who's Who Legal, 2015
Who’s Who Legal, 2014
WTR 1000, 2015
WTR 1000, 2014
WTR 1000, 2013



Articles by Sue Irwin Ironside