Milan Milojevic

Ranked in Serbia
WTR Research

The WTR 1000 focuses exclusively on trademark practice and has firmly established itself as the definitive 'go-to' resource for those seeking world-class legal trademark expertise

Silver - Individuals

“MSA IP stands out for its practical, business-oriented style, as well as its specialised brand protection expertise. It consistently invests in its infrastructure, provides superb technical support in filing matters and tailors its advice to the specifics of each country in cross-border enforcement.” The firm wins warm plaudits for its “reliability, dynamism and clear guidance. It never backs down from a challenge and always finds optimum solutions”. Milan Milojevic and Vuk Sekulic oversee the prosecution and litigation practices respectively; the former has a focus on the pharmaceutical industry, while the latter conducted a staggering 56 seizures for Gucci in 12 months alone. “Milan combines all the positive traits expected of a senior professional: strategic savvy, planning ability and vision, as well as an exceptional attitude and remarkable communication skills. Vuk has a great commercial approach and longstanding experience, and is flexible, goal oriented and open minded.” Joining them in the guide this year are Mirjana Šarić and Vera Davidović. Šarić leads the oppositions and cancellations group and is a former head of the trademarks department at the Serbian trademark office. All-rounder Davidović is “a meticulous lawyer who asks all the right questions to decide on the best course of action in a conflict. She readily makes herself available, replies quickly and is extremely trustworthy”.

Milan Milojevic's Profile

Milan Milojevic is a founding partner of MSA IP. He has over 20 years’ experience in the field of protection and enforcement of trademarks in Europe, during which time he has managed cases for some of the world’s leading companies in the fast-moving consumer goods, pharmaceuticals and the apparel industries, among others. Mr Milojevic’s practice now focuses on strategic advice to clients on portfolio management, brand protection strategy and introducing new ways of managing trademark portfolios – with a particular emphasis on Eastern Europe. In addition, Mr Milojevic handles complex contentious matters and advises on cross-border infringement and unfair competition matters in the region.

As a representative of some of the world’s leading pharmaceutical companies, Mr Milojevic is also involved in regulatory affairs in the region and has gained in-depth knowledge in that field.

Mr Milojevic is an active member of INTA. He was chair of the Enforcement Committee for the 2017-2019 term, sat on the INTA Presidential Task Force in 2018 and has worked on a number of Board Resolution drafts. He continues with his INTA volunteer work by serving on the Unfair Competition Committee. Previously, Mr Milojevic had sat on the Anti-Counterfeiting Committee as chair of the Subcommittee for Eastern Europe and Central Asia. In that role, he lobbied extensively for the implementation of anti-counterfeiting rules into national laws of the countries in Southeast Europe and organised round tables on the subject of anti-counterfeiting. He is a regular speaker at INTA events and has written many articles on the subjects of trademark enforcement and anti-counterfeiting. Mr Milojevic’s other professional memberships include the Pharmaceutical Trademarks Group and MARQUES.

Firm Profile

MSA IP – Milojevic, Sekulic and Associates is a boutique law firm that specialises in prosecution and litigation of trademarks, patents and designs, as well as in enforcement of IP rights in Eastern Europe. From its head office in Belgrade, Serbia, MSA IP directs and coordinates the work of its local offices in nine countries in the region, as well as the work of its associated firms in other Eastern European countries.

The firm was established in March 2012 by a group of professionals led by Milan Milojevic and Vuk Sekulic, who had previously worked together in a well-established regional IP firm. The idea behind the establishment of MSA IP was to provide the best possible service to clients by creating a more motivating working environment for smart, talented lawyers and paralegals, and by being much more proactive and working alongside clients to better understand their needs and offer the best possible solutions in a complex and constantly changing environment.

Eastern Europe is a large and continuously growing market for IP rights holders, particularly multinational companies. In addition, the region has become an important port of entry for counterfeit and pirated goods into the European Union.

As far as IP rights are concerned, all countries in the region have, with more or less success, adjusted their laws and regulations to fall in line with EU laws and regulations. The local governments are constantly increasing their efforts to improve the environment for the successful protection of IP rights. For MSA IP, it is evident that the efficient protection of IP rights in Eastern Europe is in the best interest of rights holders and MSA IP not only seeks to give proper and efficient protection to its clients’ IP rights, but also to work with the authorities in order to enhance legal and regulatory environment.


Since its establishment, MSA IP has grown significantly and today represents one of major players on the regional IP scene. The firm now has a team of more than 120 professionals in the field of IP law, including more than 40 attorneys at law and trademark and patent attorneys who possess in-depth knowledge of local laws and procedures, and are backed by an experienced team of administrative staff, which translates into a quick and expert response to clients’ needs. All team members are fluent in English and speak at least one additional language. They are all well versed in using the latest computer technology, which enables them to work efficiently and up to clients’ standards.

Clients and market feedback

The firm’s many clients include leading international companies from various sectors, including luxury goods, automotive, food and beverages, and pharmaceuticals. MSA IP has received phenomenal market feedback; it is lauded as “a young and dynamic outfit that does sterling work in intellectual property” (WTR 1000, 2020). Further, clients say that MSA IP’s Mr Milojevic is “a highly active and well-respected market figure” (Chambers Europe, 2014) and “a brilliant manager who is great with clients” (WTR 1000, 2020). Mr Sekulic is praised by clients as “fast, responsive and possessed of outstanding knowledge” (WTR 1000, 2016) and “a top litigator whose performances in the courtroom are exemplary“ (WTR 1000, 2020).


MSA IP’s expertise encompasses all areas of IP law to include:

  • providing opinions on the registrability of trademarks, patents and designs;
  • searches;
  • filing, prosecution and maintenance;
  • assignments and licensing;
  • enforcing IP rights through litigation, negotiation and arbitration;
  • anti-counterfeiting activities; and
  • domain name registrations and dispute resolution.


MSA IP and its attorneys are members of numerous international professional organisations, including INTA, MARQUES, the Pharmaceutical Trademarks Group, UNION-IP and IT IP Law Group Europe, and they are actively contributing to these organisations’ goals.


MSA IP is highly ranked and recommended by Chambers Europe, WTR 1000 and IP STARS, and is the winner of numerous industry awards, including the Client Choice Awards in 2015, 2017 and 2018.

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