European Patent & Trademark Firm Relaunched and Repositioned as Avidity IP

LONDON, October 31, 2011 /PRNewswire/ --

Launch heralds fresh approach to intellectual property services and natural successor to outdated partnership model  

Pioneering European patent and trademark attorneys HLBBshaw has relaunched as Avidity IP, signalling a reappraisal of how the business sees itself, how it operates internally and how it delivers services to its clients.

As well as giving the firm a modern and memorable name, suited to the industry in which it works, the rebrand also reflects a fundamental difference in the way Avidity IP structures itself and carries out client work, as Malcolm Lawrence, CEO and Senior Attorney, Avidity IP explains:

"Rebranding is part of a journey we have been on since incorporating in 2006. Culturally and operationally, Avidity IP is a pioneering and very different entity compared with our competitors which, we believe, explains our outstanding success rate.

"Put simply, we've dispensed with the 'traditional' partnership model and embraced a flexible structure.  We think that the traditional, rigid partnership model is antithetical to best practice on a number of levels:  it perpetuates a hierarchical, non creative regime; it tends to encourage people to consider only themselves; and encourages the perpetuation of outdated and unnecessarily complex procedures.

"Our new structure, supported by the relaunch and rebranding, enables us to think and act like the corporates and individuals that we serve, helping them achieve what they want, when they want it and at an appropriate cost every time. That's why we achieve outstanding results, evidenced by an 85% success rate in contested and other contentious cases."

About Avidity IP

Avidity IP provides a comprehensive range of intellectual property services covering Patents, Trade Marks, Designs, Copyright and 'Know-how'.  Avidity's clients range from large multinationals to SMEs and partner law firms.  Services cover the full IP lifecycle including patent filing & prosecution, patent opposition, litigation, Patent Co-operation Treaty consultancy, default recovery, trademarks, and difficult cases. Plus advice on IP strategy,  valuation, transactions and best practices.

Avidity IP employs around 80 people, working from offices in Cambridge, Epping, Reading, Birmingham and Leeds.  With over 1,000 clients from the US, Europe and Asia the business has a truly global flavour.