Released today, Apple, Mars and Procter & Gamble head up the 2018 edition of the WTR 300: The World’s Leading Corporate Trademark ProfessionalsNow in its second edition, this community-led research project identifies the individuals deemed to be the leading lights of the corporate trademark world.

Overall, Apple led the way in terms of the number of professionals listed in the publication, the Cupertino-based team boasting seven inductees. In joint second place were Mars and Procter & Gamble – the latter having senior executives from China, Singapore and across Europe included. The remainder of the top ten – namely adidas, Burberry, Google, Louis Vuitton, LVMH, Netflix and NIKE – each had five professionals featured on the list.

With brands from the fashion, media, tech, food and beverage, and household and consumer goods represented in the top ten, the sheer spread of expertise across industry sectors is clear. As to where the geographical spread, the USA led the way, followed by (respectively) China, the United Kingdom and Germany.

The full methodology for the publication is available here but, as a recap, we ran a four-month campaign to elicit nominations from the trademark community. Only individuals who received multiple nominations from outside of their own organisation were long-listed for consideration. Our team then engaged in additional research and outreach before deciding on the final list. As a result, many nominees did not receive the requisite number of nominations or make it through the rigorous vetting process. We cannot promise that every corporate trademark counsel who deserves to be described as a world-class industry leader has made it into this publication. However, those that are listed certainly deserve to be (and if you disagree with our opinion, we would like to hear from you – and also urge you to make nominations when we embark on the next round of research later in the year).

Next week, the winners of the WTR Industry Awards will be announced in Seattle. Those awards are – for the most part – focused on team achievements through 2017. By contrast the WTR 300 focuses solely on the leadership, expertise and professionalism of particular individuals. Taken together, the projects stand as a powerful reminder of the depth of expertise and diverse skillsets that companies across the world are able to draw on as they create, protect and monetise their brands.

In July we will be publishing an enhanced version of the WTR 300, featuring profiles of many of the experts featured. In the meantime, World Trademark Review is pleased to unveil the inductees to the 2018 edition here.

Trevor Little

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