Andrew Marsden is a UK-based Trade Mark Attorney and litigator at Wilson Gunn, specialising in brand protection, UKIPO advocacy, and dispute resolution for businesses operating in fast-moving and regulated markets.
For Andrew Marsden, Trade Mark Attorney and litigator at Wilson Gunn, a career in intellectual property wasn’t part of the original plan. In fact, he once imagined a future in the Royal Marines. But a combination of early exposure to legal practice, an encouraging lecturer, and a growing fascination with how brands are built and protected set him firmly on the path to becoming one of the UK’s most experienced and commercially attuned trade mark specialists.
Today, Andrew is known for his clear, pragmatic advice; his ability to navigate complex disputes; and his strong advocacy record before the UKIPO and the Appointed Person. He also works with clients across fast-moving industries—including e-cigarettes/e-liquids and fashion—where strategic brand protection and practical enforcement are crucial.
From the Royal Marines to the Rolls Building
Andrew initially studied law while considering a military career, but work experience at a solicitors’ firm in his hometown of Grimsby and a nudge from a university lecturer led him to pursue a master’s degree in IP. What began as curiosity blossomed into a profession he has now worked in for more than two decades.
His first role was within BAT’s IP department (Batmark) in the late 1990s—a foundation that equipped him with a strong understanding of brand strategy, global portfolio management, and the commercial realities facing fast-growth consumer industries.
A Commercially Grounded Approach to Client Success
Andrew describes himself as commercially aware and proactive, a combination that shapes how he approaches every matter at Wilson Gunn.
“Of course the legal position is important,” he explains, “but I always try to understand what the client is trying to achieve. The final ‘legal’ outcome isn’t always the best route for them.”
His focus is on resolving issues in practical, cost-effective ways while ensuring clients can continue pursuing their business objectives. This mindset is especially valuable in contentious matters, where the best solution isn’t always the most adversarial one.
Expertise in Fast-Moving Industries: E-Cigarettes and Fashion
A significant part of Andrew’s career has involved working with clients in the booming e-liquid and vaping industry—a relationship that began early in his time at Wilson Gunn. One of his first clients, then a small start-up, has since expanded to selling in 30–40 countries, and Andrew continues to protect and develop their global brand architecture.
His background at BAT naturally aligned him with this sector, though he laughs: “I don’t smoke or vape!”
He also advises clients across fashion and other lifestyle sectors, where brand distinctiveness, packaging, and fast-moving trends demand a thoughtful IP strategy.
Advocacy at the UKIPO: “It Keeps Me Sharp”
Andrew has built a strong advocacy practice, appearing regularly before the UKIPO and the Appointed Person. He values the challenge:
“I like to think I present a case in a persuasive and convincing manner. Some points don’t translate as clearly in writing as they do during a hearing.”
Memorable moments include:
Achieving a six-figure settlement in a contentious e-cigarette case alongside Guy Tritton.
Early appearances at the Rolls Building—“daunting” but formative—before Geoffrey Hobbs KC and Daniel Alexander KC.
His involvement in the high-profile Dairy UK v Oatly case, which has progressed from the UKIPO all the way to the Supreme Court.
Helping Clients Avoid Common Pitfalls
For Andrew, one recurring issue stands out: businesses waiting too long to think about IP.
The perception that IP protection is expensive often deters early action, yet failing to secure rights can lead to far greater costs later—from rebranding to damages. At Wilson Gunn, Andrew and the team work flexibly to help businesses put early, scalable protection in place.
Andrew emphasises that strong searching and filing strategies lay the groundwork for smoother enforcement. But when disputes do arise, he explores all available routes—not just litigation—including coexistence agreements, licensing, and the strategic use of social-marketplace IP complaint procedures.
In many cases, these online enforcement channels allow him to shut down infringing accounts quickly and cost-effectively, helping clients resolve problems with minimal disruption.
Tailored Support for Every Type of Client
Wilson Gunn represents individuals, SMEs, and global blue-chip companies. Andrew adapts his approach accordingly—from in-depth audits and seconded support for large clients to accessible, hands-on guidance for smaller businesses.
He prides himself on being approachable and available: “A call or text outside office hours is never an issue.”
Trends Shaping the Future of Brand Protection
Like many in the IP profession, Andrew is closely watching the impact of AI, as well as evolving regulations in the e-cigarette sector and the challenges of protecting brands across online marketplaces.
He notes a rise in misuse of trade marks and designs to gain unfair advantages online—a trend that makes proactive monitoring and enforcement more important than ever.
Looking ahead, he sees challenges but also opportunities:
“AI will generate more demand for IP. We just have to keep up with developments—and we have a growing, strong team at Wilson Gunn capable of meeting the challenge.”
Life Beyond IP: Cycling, Surfing & Staying Active
Outside of work, Andrew is passionate about cycling and staying fit. Although winter has pushed him toward Zwift sessions, he’s completed several sportives—“Tour de Manc was a good one”—and, more recently, has rekindled his love of surfing.
A wave pool in Bristol is now a regular destination: “I’m a bit of a big kid, but I love it.”
If Not an Attorney? Perhaps the Marines… or Something Outdoors
Reflecting on alternative careers, Andrew thinks he may well have followed his early military ambitions—or ended up in a role involving sport, fitness, or the outdoors. But given his skill as an advocate and strategist, it’s hard to imagine him far from a courtroom or a client’s brand.
Wilson Gunn is a leading firm of patent and trade mark attorneys with offices across the UK. Established in 1864, the firm provides strategic IP advice to businesses of all sizes—from start-ups to major global brands. Its multidisciplinary team offers expertise in patents, trade marks, designs, litigation support, and portfolio management, with a strong reputation for clear, commercially focused advice.
At PatWorld, we’re proud to support IP firms like Granta IP with comprehensive patent search and intelligence services. From prior art and freedom-to-operate searches to competitor and landscape analysis, our tools help attorneys and their clients make informed, strategic decisions — saving time and improving the strength of every patent application. Get in touch with us today to learn how we can assist with your next project.
With almost four decades in the world of intellectual property, Peter Cornford, Partner and Trade Mark Attorney at Stevens Hewlett & Perkins (SH&P), has carved out a career rich with landmark cases, global brand stewardship, and a passion for nurturing the next generation of IP professionals. Warm, reflective, and naturally engaging, Peter brings both depth of expertise and a refreshingly human touch to a profession often seen as procedural and technical. From unexpected beginnings to high-profile victories, here is Peter’s story.
An Accidental Path to IP
Peter’s route into intellectual property was anything but planned. While working towards a PhD in history and preparing for a life in academia, he was steered unexpectedly into trade mark work by a university careers adviser who, in Peter’s words, “had no idea what a trade mark agent was either.” What began as a six-month role “to pay the bills before returning to academia” quickly became a permanent calling. The overlap between academic research and trade mark practice—investigation, analysis, persuasion, and drafting skills —proved irresistible. “I was enthralled by what I was seeing. It was the perfect fit.” Fast-forward 36 years, and Peter’s enthusiasm hasn’t waned.
A Career Built at SH&P
Peter joined SH&P nearly 30 years ago and has spent two decades as a partner. Today, he is the firm’s longest-serving partner and plays a crucial role in both management and mentoring. His responsibilities range from supporting the firm’s largest global clients to preparing trainees for qualification, in which SH&P has exceptional success, with many achieving distinctions. SH&P’s commercial pragmatism is central to Peter’s approach. “We stay focused on real commercial outcomes,” he explains. “Our clients include very large household names with thousands of trade marks, so everything we do has to be practical, strategic and tightly aligned with their business needs.”
The Appeal of Trade marks: Variety, Strategy and Solving Problems
For Peter, the joy of trade mark work lies in its varied nature. Unlike many specialist patent colleagues, trade mark attorneys work across every sector imaginable, and often all in one day. “I can be advising a pharmaceutical company one minute and a restaurant owner half an hour later. You never know what’s coming.” He likens the job to a game of chess—strategic, forward-thinking, and requiring both creativity and discipline. Helping start-ups grow, protecting heritage brands, and solving complex infringement challenges are all part of his daily life.
The Diego Maradona Case: A Landmark Moment
One of Peter’s most publicised successes involved the late Argentine football legend Diego Maradona. The dispute centred on entitlement: who truly owned the rights to the Maradona name after his death? The complexity was demanding. Argentine inheritance law, conflicting claims among heirs, and cross-jurisdictional issues all collided. Peter and the SH&P team needed to interpret international probate rulings, translate and analyse extensive documentation, and present a compelling argument to the UK IPO. The result? A decisive win. “These entitlement cases are rare—and rarer still when a famous name is involved. To succeed was a real highlight.”
Celebrity Brands, The Killers & Untested Waters
Peter is also responsible for securing rights for well-known entertainment and personality brands, including The Killers. Such cases bring unique challenges: famous names often face official objections to registration because of being regarded as being merely descriptive of the goods rather than indicating their source. Even gestures, like Usain Bolt’s iconic pose, can be protected, though enforcement remains “untested waters.” His overarching advice is clear: Register early—before fame makes it more difficult.
The Carry On Legacy: A Case That Made Headlines
Perhaps the case that most shaped Peter’s public profile was the long-running battle over the rights to Carry On, the beloved British comedy franchise. When film industry professional Brian Baker inherited rights from the legendary film producer Peter Rogers, ITV still held several long-standing Carry On trade marks. Peter argued successfully that ITV’s broadcasting of film back catalogue was not trade mark use, causing the marks to be removed and returned to the rightful owner. The story hit national newspapers, morning TV, legal journals and rekindled nostalgia across the UK. “It was a case that brought a lot of attention to my work and it was genuinely fascinating to be part of the story.”
Supporting Start-Ups and the Next Generation
Peter is highly active in the Bristol innovation community, including the SETsquared ecosystem, helping early-stage companies understand why timely trade mark protection is fundamental to commercial success. Start-ups often face financial constraints, but Peter emphasises that delaying protection risks losing rights or being targeted by trade mark squatters, a problem which is increasing globally. He also acts as a mentor within SH&P, guiding trainees through qualification and instilling a practical, commercially grounded approach to IP.
Career Highlights: From ‘Insignia’ to PureGym to Buckingham Palace
Peter’s portfolio reads like a tour through modern consumer culture. He has been and remains responsible together with fellow partner Robin Webster for the global trade mark management of major brands such as Speedo, Ellesse and Berghaus, and for household names Trafalgar Tours group, Lyons coffee, Kickers, Russell & Bromley and G4S. His working on trade mark protection for The Prince’s Trust led to an invitation to a garden party at Buckingham Palace. He is responsible also for Honda’s branding requirements in the UK. His strategic advice was pivotal in the naming clearance and protection of well-known automotive models including the Vauxhall Insignia, and he has provided IP support to PureGym from its earliest beginnings to its current position as a global fitness powerhouse. He laughs that supermarket trips take twice as long, nowadays since he often finds himself muttering, “I did that one.”
Advice for Future Trade mark Attorneys: qualities required and knowledge bank
Peter is clear-eyed about what being a professional requires: an organised, analytical mind; a commercial mindset. not just legal thinking. The ability to manage stress and responsibility is paramount, as is attention to detail and strategic awareness. “Your job is to help clients run and grow a business. Never lose sight of that.” “I had thought when I was at university that I would be writing books on history but instead it has been on trade mark law”. Peter’s Trade Mark Law & Practice (5th edn 2020) (Alison Firth, Peter Cornford, Andrew Griffiths) is used by UK universities as a set text for teaching students trade mark law.
Life Beyond IP: Brass Bands, Musical Boxes & Stone Walls
Outside the office, Peter’s life is filled with creativity and curiosity. Music – Peter is a lifelong brass musician and conductor, currently leading the Dodington Parish Band, a community ensemble of all ages and abilities. Music is his escape: “It’s the one thing where work completely disappears. I get lost in it.” The band performs at a wide variety of venues. Peter also composes and arranges music.
Victorian Musical Boxes – One of Peter’s most charming hobbies is collecting Victorian musical boxes. His firm’s 2024 Christmas LinkedIn series of videos of Peter demonstrating his boxes drew thousands of views.
Dry Stone Walling & Building Renovation –Peter has always been a hands-on person. He spends much time restoring outbuildings and perfecting dry stone walls around his property. “I don’t sit still for long,” he admits with a smile.
What’s Next for Peter and SH&P?
The firm is focused on expanding its support for start-ups, continuing its awards programme for innovative young businesses, and watching its patents practice continue to grow alongside its already leading trade mark team. As for Peter? “I’m 61 now and people ask if I’m going to retire. I can’t imagine retiring—this is what I do.” He plans to continue mentoring, supporting clients and embracing change in a fast-evolving trade mark landscape.
Peter’s Favourite Walk
For coastal inspiration, Peter recommends a recent favourite: a gentle walk from Porthleven, near Land’s End, along the coast toward The Lizard. “It is quiet, scenic, and “simply heavenly.”
Contact Peter Cornford If you’d like to connect with Peter or find out more about his work:
In the latest instalment of our Meet the IP Professional series, we spoke to Oliver Tidman, an Intellectual Property lawyer with a deep passion for brand protection and founder of Edinburgh-based law firm Tidman Legal. With a client-focused approach and a reputation for making IP law accessible, Oliver shared his journey into the world of trademarks, the challenges facing modern businesses, and why prevention truly is better than cure when it comes to protecting your brand.
A Natural Fit for Innovation and Identity
From early on in his legal career, Oliver was drawn to the intersection of law, innovation, and branding.
“I’ve always had an interest in the creative and commercial aspects of business and entrepreneurship — how ideas become valuable assets,” he explains. “Trademarks stood out because they’re so closely tied to a business’s identity and reputation. Helping people protect what makes their business unique felt like a natural fit.”
This focus on identity and growth led Oliver to establish Tidman Legal in 2017. Before founding his firm, he built experience both in private practice and in-house roles in Edinburgh and London, gaining valuable insights into how different organizations approach IP strategy.
Building a Client-Centred IP Practice
Tidman Legal has carved out a strong niche by offering clear, commercially-minded advice without unnecessary complexity. Whether supporting a startup registering its first trademark or guiding a business expanding overseas, Oliver and his team focus on aligning IP protection with long-term growth goals.
“We don’t just file trademarks—we help clients build IP strategies across trademarks, patents, designs and copyright. Everything is tailored to help move the business forward.”
Common Pitfalls and the Power of Early Action
When asked about the most frequent mistakes he sees among startups and SMEs, Oliver doesn’t hesitate:
“The biggest one? Launching a brand without properly checking if the name is available. Too often, businesses invest in branding, websites, and marketing—only to face opposition or be forced into a costly rebrand.”
To help businesses avoid this, Tidman Legal offers a free downloadable guide: “5 Pitfalls of Failing to Register a Trade Mark”5 Branding Pitfalls Guide.
He also stresses the importance of thinking globally from day one, especially for online businesses.
Navigating Disputes and Strategic Enforcement
Trademark disputes, Oliver says, require the foresight of a chess game.
“It’s not just about reacting to a move — it’s about anticipating the other side’s strategy and knowing when to push forward or negotiate.”
He recalls one case where a startup faced opposition from a multinational company. Through smart strategy and evidence gathering, they not only protected the application but secured a coexistence agreement. The win was not just in registration, it was in protecting future international growth.
IP in a Digital World
With brands increasingly operating across borders and platforms, enforcement is becoming more complex.
“Some countries allow swift enforcement, others are more drawn out. I’d like to see more action around bad faith filings — something similar to the process for the Uniform Domain Name Dispute Resolution Policy (UDRP), which is fast and cost-effective.”
AI and digital tools are also playing an increasing role in monitoring and clearance.
“We use AI-powered tools to monitor trade mark applications and alert clients to potential issues. But there’s still a vital role for human insight and strategic advice.”
Educating and Empowering Clients
Oliver is a strong advocate for IP education—especially for startups and small businesses.
“Often, clients don’t come to us until there’s already a dispute. In my experience, many of these clients don’t fully understand the value of their IP until there is already a dispute or infringement. By that point, they’re on the back foot having to deal with brand damage or even having to rebrand entirely. That’s why I strongly believe that prevention is always better than cure.”
Tidman Legal supports this through blog posts, webinars, and events to raise awareness and simplify complex IP topics.
Looking Ahead: Opportunities and Challenges
What’s next for trademarks?
“AI is accelerating brand creation. But with that speed comes risk — deepfakes, voice cloning, and auto-generated infringing content. It’s a challenging area that may need new legislation to keep pace.”
Oliver also highlights the need for better funding access for early-stage innovators.
“There is support out there, but the hurdles are often high. I’d like to see more funding aimed at startups, which often have limited resources, so they can access professional IP advice early on.”
Personal Reflections
What part of your work do you find most rewarding?
“Helping someone go from an idea sketched on a napkin to a protected brand on shelves or screens is incredibly satisfying. IP is intangible but its impact is very real – when a client sees their brand protected and they can grow with confidence, that’s the real payoff.”
What advice would you give to aspiring IP professionals who are particularly interested in working with trademarks?
“Start by developing commercial awareness as much as legal expertise. Brands live in the real world – they evolve, pivot and rebrand. Also, keep an eye on tech, it’s changing the IP landscape faster than legislation can.”
Beyond the Office
When he’s not helping clients protect their brands, you’ll often find Oliver on the squash court competing in the East of Scotland leagues. A recent highlight? A match against a former world No. 1.
“I only managed to get one point off him but it was a surreal experience!”
Oliver enjoys playing saxophone in his spare time and is also a keen hiker and recommends the Pentland Hills just outside Edinburgh:
“You get an incredible view across the city over to Fife.”
“Playing sax has a lot in common with IP law. In both worlds, timing is everything – whether you’re playing the right rhythm or filing a trademark before someone else does!”
P.S. PatWorld works with companies like Tidman Legal to deliver professional trademark, patent, and registered design searches. You can order a professional search directly through our website—trusted by IP professionals across the UK and beyond. https://patworld.com/us/order-a-search/
In the complex and ever-evolving world of intellectual property (IP), safeguarding innovations is a challenge many businesses face. While patents, trademarks, and copyrights provide legal protection, enforcing these rights can be costly—especially for small and medium-sized enterprises (SMEs). This is where David Bloom, founder of Safeguard iP, comes in. As the UK’s only dedicated intellectual property insurance broker, David is on a mission to make IP protection accessible and affordable for businesses of all sizes.
In this ‘Meet the IP Professional’ feature, we explore David’s journey from IP litigator to insurance broker, the importance of IP insurance, and how Safeguard iP is helping businesses defend their most valuable assets.
From IP Litigation to IP Protection
David Bloom began his career as a solicitor specialising in IP law, working at the highly respected firm Olswang LLP, followed by Pinsent Masons. During his time as a litigator, he handled numerous patent disputes and trademark cases, working with both large corporations and small businesses.
“I saw first-hand how devastating IP litigation could be for SMEs,” David recalls. “Many businesses assumed that having a patent or trademark was enough to protect them. But in reality, these rights only give you the ability to take legal action if someone infringes them—and litigation is incredibly expensive.”
Time and again, David encountered clients who, despite having strong IP rights, were unable to afford the high costs of enforcement. For larger corporations, litigation costs could be absorbed within their legal budgets, but for smaller businesses, the financial burden was often insurmountable.
“The system felt unfair,” he explains. “I knew there had to be a better way for SMEs to defend their IP without risking bankruptcy.”
The Birth of Safeguard iP
Determined to create a solution, David transitioned from law to insurance, founding Safeguard iP, the UK’s only dedicated IP insurance brokerage. Unlike general insurance brokers, Safeguard iP exclusively focuses on intellectual property protection.
“There were existing IP insurance products in the market, but they were often too expensive or too limited in coverage,” David notes. “My goal was to help insurers develop policies that truly met the needs of SMEs—affordable, comprehensive, and easy to access.”
Safeguard iP works with businesses to assess their risks and find the right insurance solutions, ensuring they can enforce their IP rights and defend against infringement claims without financial strain.
Why IP Insurance Matters
Many businesses underestimate the risk of IP disputes. However, with over 500,000 new businesses incorporated in the UK each year, the number of potential IP conflicts is rising.
“There’s more IP being created than ever before,” David explains. “As a result, unintentional infringement is becoming more common. Whether it’s a start-up unknowingly infringing on an existing patent or a company facing a trademark challenge, the risks are significant.”
Without insurance, businesses facing IP litigation often face a tough choice: abandon their claim or risk financial ruin. IP insurance changes the equation by providing financial backing for legal action.
“When a company is insured, they can act decisively,” David says. “In many cases, just informing an opponent that you have IP insurance leads to a faster settlement—because they know you have the funds to fight.”
How Safeguard iP Supports Patent Attorneys
Safeguard iP has built strong relationships with patent and trademark attorneys, who frequently refer clients to David’s services.
“Many patent attorneys find that clients hesitate to file patents because they worry about the cost of enforcement,” he explains. “By introducing them to IP insurance, attorneys can reassure their clients that their rights can be protected affordably.”
While UK Financial Conduct Authority (FCA) regulations prevent patent attorneys from advising on specific insurance policies, they can educate clients about the existence and benefits of IP insurance, referring them to specialists like David.
“Most attorneys want their clients to feel confident in their IP strategy,” he adds. “By discussing insurance, they’re helping clients make informed decisions about protecting their assets.”
Making IP Insurance Accessible
In the past, getting IP insurance was a complicated and expensive process. Companies had to complete lengthy application forms, and quotes often came back far higher than the expected cost.
David has worked hard to streamline the process.
“Now, all I need is a company’s website address and revenue details,” he says. “I can provide a quote within 24 to 48 hours. For SMEs under £10 million turnover, policies are now significantly more affordable and predictable than they were a decade ago.”
Premiums for £1m of worldwide enforcement and defence cover are circa £3,500 and £2,500 for £500k of cover.
Thanks to these improvements, the number of businesses purchasing IP insurance has grown significantly in the last five years.
The Future of IP Insurance
As the demand for IP insurance increases, David predicts lower prices and broader coverage in the future.
“More policies mean more data for insurers, which helps them refine their risk models and reduce premiums,” he explains. “It’s a virtuous cycle—more businesses buying insurance leads to lower costs for everyone.”
Additionally, coverage is expanding. While policies traditionally covered only defence costs, new offerings now include:
Enforcement coverage (to fund legal action against infringers)
Title disputes (to resolve ownership conflicts)
Patent opposition and invalidity claims (to defend against challenges)
Looking ahead, David hopes insurers will develop policies that cover the loss of IP value—for instance, if a patent’s worth drops significantly due to legal issues.
Final Thoughts
David’s mission is clear: make IP insurance accessible, affordable, and effective. His legal expertise and deep understanding of the challenges SMEs face set Safeguard iP apart in the market.
For businesses with valuable IP assets, David’s advice is simple: “Don’t wait until there’s a problem to think about insurance.” The right coverage can mean the difference between defending your innovations and losing them to legal disputes.
With growing awareness and improved accessibility, IP insurance is no longer a niche product—it’s becoming a critical tool for businesses looking to protect their competitive edge.
Get in Touch with David Bloom
If you’d like to learn more about how Safeguard iP can help protect your business, visit safeguardip.com or connect with David Bloom on LinkedIn: David Bloom | LinkedIn.
How PatWorld Supports IP Protection
At PatWorld, we understand the importance of comprehensive IP protection. We work with companies to provide Freedom to Operate (FTO) searches, Invalidity searches, and a range of other IP-related searches. Our services help businesses mitigate risks, strengthen their IP strategies, and make informed decisions before entering new markets.
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Must-Attend Renewable Energy Conferences (July 2024 – December 2025)
As an intellectual property (IP) attorney, attending renewable energy conferences can be immensely beneficial. These events offer a unique opportunity to stay abreast of the latest technological advancements, legal frameworks, and market trends in the rapidly evolving renewable energy sector. By participating, IP attorneys can gain valuable insights into emerging technologies, understand the intricacies of energy patents, and network with industry leaders and innovators.
ONS 2024
A leading energy industry event focusing on innovation, technology, and sustainability in the offshore sector. The conference provides a platform for stakeholders to discuss the future of the energy industry and showcase the latest advancements in offshore energy.
Date: August 26-29, 2024
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The Offshore Mediterranean Conference (OMC) focuses on the latest developments in the Mediterranean energy sector, including renewable energy, sustainability, and technological innovation.
Date: April 8-10, 2025
Location: Ravenna, Italy
Who Should Attend: Energy professionals, policymakers, and researchers in the Mediterranean region.
The UK’s largest renewable energy event, covering all sectors and renewable and low-carbon energy generation. It provides a platform for experts to discuss and showcase the latest advancements and innovations.
Date: May 14-15, 2025
Location: Glasgow, UK
Who Should Attend: Renewable energy professionals, innovators, and policymakers.
Attending these conferences will provide IP attorneys with the latest insights and networking opportunities in the renewable energy sector, enabling them to better protect and manage intellectual property in this rapidly evolving field.
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