Ariboni, Fabbri, Schmidt Sociedade de Advogados
Ariboni, Fabbri, Schmidt isn’t one to shout loudly about its successes, but is quietly working magic for discerning brand owners with complex prosecution and enforcement needs. Creative problem solving is a forte of the skilled group, which communicates advice clearly and fluently in several languages, including English, French and Italian. Lead partners Hélio Fabbri
and Lélio Denicoli Schmidt
both enjoy sterling reputations. The former is “brilliant on strategy” and the latter an “excellent litigator” who “takes the firm to the next level”. Schmidt comes in for particular praise given “the real sophistication that he brings to proceedings”: “When he speaks, you can see that he has extremely deep knowledge and outstanding reasoning skills. He is a bright scholar whose briefs are carefully crafted.”
Bhering goes straight into the silver tier for its maiden entry in the WTR 1000
– the extent and effusiveness of client reviews are impossible to ignore. “It is a go-to firm in Brazil because of its prompt and professional service, its thoroughness and practical approach, and its cost effectiveness.” “It is excellent across all trademark areas and great at achieving results under difficult circumstances.” Sao Paulo office manager Philippe Bhering
“anticipates your requirements and is extremely responsive. He knows what will and won’t work in the Brazilian market, and is easy to communicate with. He takes every matter seriously, whether small or large, and gives it his personal attention. His German language skills add a lot of value.” “Honest, direct and very knowledgeable”, Guilherme de Mattos Abrantes
is “one of the best in Brazil”. “He lays everything out clearly and concisely, which cuts down on unnecessary back and forth. He sees problems and takes appropriate action before you even need to ask and he feeds back promptly – all of which saves valuable time and resources. His advice helps you to make sound business decisions.” “A top professional with a great strategic brain”, founding partner and Rio manager Pedro Bhering
“immediately gives comprehensive proposals and advice which help you to overcome problems”. The team acts for brand owners from all corners of the world, but is particularly noted for its specialised German desk, which has grown exponentially in recent years. BASF, MAN Truck & Bus and adidas are just some of the Teutonic heavyweights that come here for portfolio management.
BMA Barbosa Müssnich Aragão
Commentators hail Barbosa Müssnich Aragão as an elite player in intellectual property among Brazil’s full-service firms. It certainly attracts high-calibre trademark work and has added to its sparkling track record in significant ways recently: it obtained preliminary injunctions for L’Oréal in a dispute with a Brazilian company over its registration for the expression COLOR SHOW, which appears on L’Oréal’s Maybelline nail polish products. It also protected Ferrero’s Tic Tac brand, taking action in the Superior Court of Justice to prevent another company from using ‘Tic Tac’ as a cookie brand. Antonella Carminatti
masterminded both of these victories, cementing her reputation as one of the best contentious and all-round trademark tacticians on the market. Carminatti co-leads the group alongside the versatile Claudia Christina Schulz
, an expert on anti-counterfeiting, data privacy, IP transactions and portfolio management. Her recent work highlights are no less impressive: she assisted Coty in its $1 billion acquisition of a beauty business from Hypermarcas and negotiated an intricate agreement between AmBev and Whirlpool for the development and sale of a capsule-based drink system.
Daniel Legal & IP Strategy
Making significant investments to modernise its trademark practice, Daniel Legal & IP Strategy has stepped up its game of late. “Being family run doesn’t appear to diminish its ability to provide a great service and produce excellence, and hasn’t prevented its young lawyers from moving up in the profession either. It has some extremely bright young talents making a name for themselves.” It ranks high in the filing statistics and can crunch through prodigious workloads while ensuring consistent quality thanks to its clever use of sophisticated software tools. It assuredly handles out-of-the-ordinary matters, too; it recently put an end to infringements suffered by household names such as United Parcel Service, Next Group and Hasbro. The left hand always knows what the right hand is doing, thanks to close cooperation among department heads, including legal group captain André Oliveira
and trademark division lead Isabella Cardozo
. A smart negotiator who is extremely quick on his feet in pre-trial dispute phases, Oliveira has overseen the phenomenal growth of the contentious practice. Cardozo, who recently assumed her leadership position, has also been an engine of growth on the prosecution side. Coordinating a dedicated search team, but adding further value in many other ways, is international lawyer Andrew Bellingall
, a seasoned strategist with impressive prosecution, litigation and transactional expertise. The firm is becoming a force to be reckoned with in the war on counterfeiting and the efforts of WTR 1000
debutant George Mendonça de Lucena
have been instrumental in this regard. “He is very proactive and will look out for your interests even when handling raids for other companies. He conducts very effective customs training seminars.”
Dannemann needs no introduction – it is the premier IP outfit in Latin America and “has remained a reference point in the area in spite of expanding into other disciplines”. It fields an army of highly qualified professionals and has a record-setting 12 individuals in the Brazilian tables. The list must start with IP Hall of Famer Peter Dirk Siemsen
, the undisputed godfather of the domestic IP scene. José Antonio Faria Correa
, Luiz Henrique O do Amaral
, Joaquim Eugenio Goulart
and Elisabeth Siemsen do Amaral
also play key roles within the organisation. “Prestigious, seasoned lawyer” Correa is a go-to for the thorniest contentious mandates. “Appropriately aggressive in court” and a “leader in franchising law”, Amaral is “internationally respected” for his branding know-how. Goulart takes the reins of the litigation department and is a master advocate in patent and trademark cases. Siemsen do Amaral manages the overseas trademark and marketing departments with a sure hand. “Rodrigo Borges Carneiro
and Attilio Gorini
both have profound knowledge of trademark law and are very nice to cooperate with.” They enjoy a loyal following in the entertainment world and are gurus on trademark use and film rights in the movie and television industries. “Excellent on strategy”, Peter Eduardo Siemsen
is a “fantastic all-rounder”. The group has experts at the ready for every possible need: Cândida Ribeiro Caffé
wields the magic touch in transactions and works wonders with licensing and franchising instructions; while José Henrique Vasi Werner
is an authority on Latin American anti-counterfeiting. Alvaro Loureiro Oliveira
knows the fashion and luxury goods industries like the back of his hand; his focus on quality resonates strongly with French and Italian enterprises in particular. “A great exponent of the new generation of Dannemann lawyers”, Filipe Fonteles Cabral
is fast making a name for himself in Brazil and further afield, most notably in Asia. “He is a strong advocate and it is always a hard task when you have him as opposing counsel.”
David do Nascimento Advogados Associados
David do Nascimento has the tools to resolve any IP conundrum that arises; the popular boutique’s diverse team includes lawyers, patent attorneys and professional paralegals, as well as a hawkish anti-counterfeiting unit. It maintains a busy prosecution practice and can work through routine instructions efficiently and without error, but is especially “great on time-sensitive, complex matters where strategies have to be analysed closely” – an assertion backed up by its stellar enforcement record. The tenacious team keeps up to speed with infringers who are adept at covering their tracks and changing their modus operandi
, and handles the political aspects of anti-counterfeiting with a deft touch. Commercially oriented and internationally plugged in, Marcello do Nascimento
is the main man.
Demarest makes its first appearance in the WTR 1000
for 2017; in addition to its standout IP transactions practice, the full-service operator has a growing stake in trademark prosecution and litigation. It recently assumed responsibility for managing PSA Peugeot Citroen’s brand portfolio and, following a competitive tender, was retained to continue protecting the marks of one of Latin America’s leading retailers. One commentator enthuses: “Demarest is one of my top correspondents in Latin America – when I send instructions, they are acknowledged right away and carried out immediately, and the quality of the work is high. The team takes a fresh look at matters and its helpful analysis can move things forward if they get stalled.” Transactional maven and IP head Tatiana Campello
has “outstanding communication skills and gives spot-on advice”. As chair of Lex Mundi’s IP practice, she is exceptionally well connected internationally. A foreign associate remarks: “I never felt I found the right lawyer in Brazil until I found Tatiana.”
Di Blasi, Parente & Associados
This “reliable and committed” boutique has “unrivalled knowledge in the IP area”, allowing it to rigorously protect and enforce brand owners’ key intangible assets. “The team has an exceptionally high degree of technical and legal competence, and provides a friendly, attentive and personalised service. It is very diligent, so you never have problems with deadlines, and it stands out with its international comprehension of intellectual property.” Clients appreciate the fact that “you don’t get passed around – the lawyer in charge of the case stays involved”. Always there when you need him, “charismatic and politically astute” Paulo Parente Marques Mendes
takes a hands-on approach with patrons, even while managing the firm’s busy operations.
Consistently on-point output at flexible, reasonable prices is a rare combination that Guerra pulls off with distinction. “It offers immense bang for your buck and really listens to the needs of its clients – you always feel like a member of the team when you are working with Guerra IP.” “Commercially and market oriented”, this Southern Brazil-based heavy-hitter “has become a national force with a strong presence in Rio de Janeiro”. Since the turn of the decade, it has been steadily adding talent to its ranks to accommodate the needs of a growing domestic and international client base. With Diego Vieira
at the helm, the trademark practice is in eminently capable hands. “A go-to lawyer for important matters in Brazil and the region, he knows how to prepare the best strategic approaches for the protection of a trademark portfolio. He understands your business concerns and his overall level of client care is excellent.” He sits in Porto Alegre with geographical indications expert, assiduous anti-counterfeiter and adroit portfolio manager Cristina Guerra
. Anchoring the Rio office are Ricardo Pinho
and Patrícia Lusoli
, both well-practised professionals with broad skill sets. Pinho is hailed as Brazil’s top licensing specialist, but is a brilliant counsellor all around. The ultra-efficient Lusoli can prosecute trademarks and defend them in the courtroom with equal proficiency, and is a thought leader on the subject of non-traditional marks.
Gusmão & Labrunie
Gusmão & Labrunie is “the strongest IP player in Sao Paulo”, a potent presence in Brazil and a force to be reckoned with internationally. It wins laurels for its assured handling of complex trademark disputes, and is renowned as a “formidable opponent” with “the guts to fight” and “an aggressive litigation style”. However, it also “does a good job keeping channels open and entering into agreements where appropriate”. José Roberto Gusmão
and Jacques Labrunie
are “excellent litigators and highly respected in the IP community”. “They have a great feel for cases and are good at finding the hidden evidence and arguments that can turn things. They research the files and the case law very deeply and are truly dedicated.” João Vieira da Cunha
is another valued member of the contentious crew, who blends expertise on advertising and unfair competition into his trademark practice. The procurement, protection and commercialisation of brand rights all fall within the remit of trademark head Laetitia d’Hanens
. The accessible partner stays in close touch with clients, ensuring that their needs are met with a gimlet eye on quality.
Spanish player Herrero is doing great things in Latin America and enters the Brazilian listings for the first time this year. With outposts in Argentina, Brazil and Mexico – as well as Lisbon – it dispenses joined-up guidance to international brand owners seeking watertight protection in the hispanophone and lusophone worlds. “It gives an excellent service for very modest prices and is an excellent one-stop shop for prosecution and enforcement across Latin America. It gives you the answers that you need immediately and does the work with a personal touch – it doesn’t use standardised templates to do everything.” In charge of the Brazil office, situated in Rio de Janeiro, Maria Pia Guerra
handles the Brazilian trademarks of Rovio Entertainment, Zoetis and Cipriani Group, among many others. “She is proactive and understands the challenges faced by in-house lawyers”, and “her advice is always clear and to the point”. Moreover, “she is extremely personable and fun to be around”.
“A reference in terms of quality and excellence”, Kasznar Leonardos has “a committed and loyal team” which is “known for taking big cases all the way and obtaining precedential decisions”. Managing all aspects of the trademark lifecycle, it maintains an innovative fee structure which ensures that services are sensibly priced. It also has some of the tightest internal process and quality controls of any Brazilian firm – one reason why it is experiencing increased demand as a regional coordinator. In response, it has launched a dedicated platform for international work called I’B The IP Hub. “Each member of its staff has top qualifications.” Claudio Roberto Barbosa
is the liaison partner for many Brazilian clients seeking cross-border protection. Consummate litigator and counsellor Elisabeth Kasznar Fekete
garners some of the most effusive feedback of any practitioner on the market. One source remarks: “If I had to choose the single best, most complete IP lawyer in Brazil, I would choose Elisabeth.” “Technically brilliant as a lawyer”, she also “has wonderful people skills and is an extraordinary person”. Another “sensational lawyer” is Gabriel Francisco Leonardos
, who captains the contentious line-up. He is one of the busiest courtroom practitioners around and brings tangible confidence to proceedings. Driving the litigation practice alongside Leonardos is Rafael Lacaz Amaral
, widely feted for his human touch and ability to translate complex legal theory and arguments into language that is easily understood by non-experts. Manning prosecution efforts are Filipe da Cunha Leonardos
and Liz Starling
. Starling works around the clock to tailor her advice to the specific needs of clients, who are unswervingly loyal as a result. Those looking to monetise their rights turn to Nancy Satiko Caigawa
; she is a formidable presence at the negotiating table, thanks to her abundant courtroom experience.
Licks never fails to impress with its “outstanding quality, technical accuracy and precision, clarity of recommendations and timely delivery”. According to one foreign associate: “Its speed and immediate reporting enable us to inform our clients quickly, so that they can make decisions. I’ve worked in Brazil for so long, but have never seen this level of proactivity before.” Several sources further highlight the organisation’s cost effectiveness and crystal-clear invoicing. When the firm opened in 2011, patent litigation was its primary focus; while it remains a major force in that domain, it has developed a significant trademark practice along the way, which operates flawlessly on both sides of the contentious/non-contentious divide. The past two years have been marked by substantial expansion for the energetic outfit, which recently opened an office in Sao Paulo. “Highly efficient” head of trademarks Eduardo Hallak
moved to the country’s commercial capital to get closer to the Brazilian branches of many of the firm’s eminent international clients, which benefit immensely from his “extremely well-founded advice”. “He makes a great team with Ana Montenegro
”, an up-and-coming lawyer who is “always ready to solve problems that others struggle with”. “She will never give you a wrong answer and working with her is very easy.”
Luiz Leonardos & Advogados
Luiz Leonardos & Advogados is distinguished by its vast collective experience. Firm talisman Luiz Leonardos
is a decorated IP veteran who has been instrumental in developing the IP agenda in Brazil. The outfit is managed by Gustavo Starling Leonardos
, who has held leadership positions in several local and international IP associations. Senior partners Rodrigo Bonan de Aguiar
and Marcelo de Oliveira Müller
can safely be entrusted with the most daunting briefs; Müller is hailed as an “extremely skilled and responsive prosecutor”. Together, they provide an end-to-end trademark service that is transparent, efficient and strategically focused.
Montaury Pimenta Machado & Vieira de Mello
Montaury Pimenta Machado & Vieira de Mello set a filing personal best over one month in 2016, suggesting that its non-contentious practice is in rude health; it offers competitive rates for high-volume, high-quality prosecution. Shrewd tactician Eduardo Magalhães Machado
sets the tone for the branding group and is admired as a “fast, responsive lawyer who knows everything about trademarks”. The sparkling communication skills of Joana de Mattos Siqueira
are also integral to the set’s success; the agile negotiator can easily nip the most difficult cases in the bud and knows just about everybody in the IP community to boot. Claudia Maria Zeraik
is a touchstone for domestic companies looking to secure ironclad brand protection and increase their goodwill abroad. The firm has “successfully developed its litigation practice”, with “hardworking and creative people” manning its 12-strong disputes team, including contentious dynamo Luiz Edgard Montaury Pimenta
. He melds expertise across myriad areas, from advertising, copyright and domain name law to trademarks and beyond.
Nascent boutique Müller Mazzonetto may be best known for its patent prowess, but it “gives good practical advice and is very dependable” when it comes to trademarks, too. Peers feel comfortable referring conflicts to it, because they “won’t get any blowback from clients about the service”. Highly proficient at processing trademark applications and tackling infringements, it is also a preferred choice on the transactional front, winning particular commendations for its licensing work. Karina Haidar Müller
runs this dynamic, nearly all-female team.
New successes are continually being chalked up at Murta Goyanes; as well as handling trademark prosecution for Alibaba Group and managing the 1,000-strong portfolio of Globo Comunicação e Participações, it undertakes enforcement for international heavyweights such as Transport for London, Walmart and Alpargatas. It recently settled in to new headquarters and digitised its archives; these moves, among others, have given it a thoroughly modernised look – commentators acknowledge that “it always wants to move forward and try new things”. Antonio Murta Filho
“has a deep academic interest in IP law, but more importantly, can apply his knowledge to give clear, pragmatic advice which is enormously helpful in moving matters to a swift resolution in a tricky jurisdiction”. “His written and spoken English is excellent, and you can rely on a quick response from him. He is very transparent on charging and is a delight to deal with on a personal level.” “Marcelo Goyanes
is a gifted young partner and a teacher at one of the best universities in Brazil. Lawyers at traditional firms like to talk a lot and write long explanations; in contrast, Marcelo gets straight to the heart of the matter.” Also highly rated is Luiza Duarte Pereira
, who frequently assists local clients with their intricate foreign affairs. Licensed to practise in New York, she has heaps of international experience, matched with “excellent language and communication skills”. “She thinks outside the box and is great to work with – when she’s on the case, you know where you stand with your trademark applications.”
Ouro Preto Advogados
“Magnificent up-and-coming boutique” Ouro Preto “provides clear legal advice in trademark prosecution”. Founding partners Rodrigo de Ouro Preto Santos
and Samantha Bancroft Vianna Braga
“never overlook important details”, which is a common pitfall of many larger firms. Young, friendly and energetic, its practitioners are nevertheless “serious about the work”. Rodrigo Ouro Preto is “an experienced lawyer who is swift to act”. “Intelligent, diligent and trustworthy, he is well prepared and knows intellectual property”. Moreover, “he has great vision” and frames his advice around a nuanced understanding of clients’ industries and commercial goals.
Pinheiro Neto Advogados
Considered by many to be “the top general practice firm in Brazil in terms of quality”, Pinheiro Neto is home to an IP team which “renders excellent litigation and commercialisation work” and excels in complex cases with lots of moving parts. A good example of this was its valiant defence of Consorzio del Prociutto di San Daniele in a high-stakes designation of origin dispute. However, the prosecution side of the practice enjoyed a major growth year in 2015, recording a striking 40% increase in business volume. It maintains large portfolios – such as that of Alpargatas – with finesse. André Zonaro Giacchetta
and José Mauro Decoussau Machado
provide strong leadership to the group. Multi-talented Giachetta litigates commandingly across the IP spectrum in a wide range of venues. Machado is likewise a versatile operator and, “regardless of originally being an IP litigator, provides valuable advice on transactional matters, as well as information technology and data privacy”.
Pinheiro Palmer Advogados
Pinheiro Palmer is a prime address for international clients seeking portfolio strategy advice, registration services and enforcement know-how. The two-partner set-up – which now has the support of an associate – provides a personalised service and dispenses shrewd counsel promptly and clearly. Companies from the United States and other English-speaking jurisdictions love working with Walter Palmer
, who – with his US academic and professional background – can cut out the filters and distortions that sometimes arise when instructing overseas firms. The “very user-friendly” lawyer and brilliant all-round counsellor is an ace on clearance, prosecution and disputes. Native Portuguese speaker Cristina Pinheiro-Palmer
marries US and local know-how to superb effect. The eminently experienced practitioner can manoeuvre clients around any obstacle when protecting and enforcing marks in Brazil.
Siqueira Castro Advogados
“It is really difficult to find a quality IP service within a general practice, but Siqueira Castro delivers. It has great IP lawyers who understand your business, report clearly and provide accessible advice. In terms of quality and results, it is outstanding.” Its trademark practice really took off in 2012, when Eduardo Ribeiro Augusto
and Márcio Costa De Menezes e Gonçalves
came on board. They originally focused on anti-counterfeiting – and remain incredibly potent on border measures – but have since broadened their offering to cover all aspects of trademark protection. The two highly accessible partners don’t like to delegate unnecessarily, personally supervising matters and maintaining close contact with clients at all times.
This “dynamic, commercial and responsive firm” is a beacon for international companies with a stake in Brazil. Through perceptive strategy building and creative problem solving, it staunchly protects numerous A-list brands. It strikes the right personnel balance, with a team of committed young partners guided by veteran leadership. Founding partner Mario Augusto Soerensen Garcia
has “unbeatable charisma” and is a mentor to many rising stars. “He is business focused and driven, and straightforward and clear in his communications – his style is distinct in Brazil, which has many older IP firms with more bureaucratic approaches.” He is flanked by Renata Carneiro
, Paula Bezerra de Menezes
and Otávio Saraiva Padilha Velasco
, who practise in litigation, consulting and prosecution, but each brings something unique to the table. “Carneiro presents thorough advice, the cost/benefit ratio of which is excellent. She is detail oriented and adjusts well to the needs and budget constraints of foreign associates.” “Menezes provides excellent trademark prosecution and counselling services and clear directions for how you can achieve your goals. She is also very responsive.” Enforcement and transactional mastermind Padilha enjoys the patronage of a clutch of US technology and social media trendsetters.
Souto Correa Cesa Lummertz & Amaral Advogados
Provedel was one of the fastest-growing boutiques in the country, but has recently merged into business law firm Souto Correa Cesa Lummertz & Amaral Advogados. The move will no doubt enhance the IP team’s resolutely commercial yet innovative approach to all instructions – clients seeking to achieve their business goals through astute exploitation of their intellectual property need look no further. Founding partner and “gifted lawyer” Leticia Provedel
leads the charge when complex disputes arise; her assertive style is widely admired and a key to her success. She recently recruited fellow litigator Patricia Franco
from Daniel Legal & IP Strategy, which was a smart move, as one foreign associate attests: “Of all the lawyers I use in Brazil and around Latin America, Patricia Franco has to be the standout. She is knowledgeable, practical, extremely responsive and very nice to work with.”
TozziniFreire’s offering runs the gamut of commercial law and provides broad reach, with six domestic offices as well as a branch in New York. Garnering recommendations for its “deep bench and ability to assist on issues that are sometimes out of the box”, its IP team enters the WTR 1000
this year in some style. Its sterling work has turned many heads of late; highlights include managing the IP portfolios of leading packaging company Scholle and The Pokémon Company, assisting McCain do Brasil Alimentos with the launch of new food products in the domestic market and filing suits for Toto USA and nail beauty innovator Kiss. “Having Andreia Gomes
on hand as a reliable counsel in Brazil is invaluable – it’s a consistently positive experience working with her. She is highly responsive and strategically thoughtful on contentious and non-contentious matters.” The Rio-based lawyer co-captains the IP division with Sao Paulo’s Marcela Waksman Ejnisman
, a transactional maven with broad corporate, IP and technology know-how.
Trench, Rossi e Watanabe Advogados
Trench, Rossi e Watanabe is “a reference in Brazil when it comes to IP contracts and agreements”. As part of Baker McKenzie’s sprawling global network, it can also manage the largest trademark portfolios without breaking a sweat. Those who need a contact point in Rio de Janeiro would do well to reach out to Flávia Maria Vasconcelos Pereira
, a top expert on pharmaceutical trademarks who runs a comprehensive counselling, prosecution and transactions practice. Flavia Rebello
is just the ticket in Sao Paulo: the precise drafter and tactical negotiator knows how to monetise intellectual property and ink lucrative deals. She is also a font of insight on e-commerce matters and online IP infringement.
Despite its size formidable 600-plus attorney firm Veirano provides some of the most attentive services in the IP space; its dedicated team functions almost like a boutique, albeit with the backing of a titanic full-service support package behind it. The team is fronted by the irreplaceable Valdir Rocha
, a gold-rated IP and enforcement guru who is venerated by countless stakeholders in the Brazilian market. “He possesses common sense, never overcomplicates issues and is always attuned to the business needs of his clients.” “He is deeply knowledgeable and a sophisticated, thoughtful lawyer who has built a very skilled team.” He astutely added to it in 2015, orchestrating the recruitment of Isabel Boardman
from Soerensen Garcia. The “excellent, well-prepared lawyer” is a “rising star in the Latin American trademark scene” and an asset to those with portfolio management and contentious needs.