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Georgina Hey


Georgina Hey


T:+61 2 9330 8210

F:+61 2 9947 6999

Georgina is an IP lawyer based in Sydney.

Her experience covers all aspects of brand and IP asset management, including managing the global brand portfolios for large companies, and managing IP issues for the acquisition or divestment of large IP portfolios.

Georgina manages and advises on pre and post completion issues, recordals of assignment, the review of internal agreements, licences and sponsorship agreements, conducting pre and post-acquisition due diligence of IP, and the development of a suitable IP ownership strategies and IP policies. She regularly advises vendors on implementing a strategy to maximise the value of their IP prior to divestment, including ensuring issues and gaps in the IP portfolio are identified before going to market to maximise business value.

Georgina also has extensive experience in global brand portfolio management, covering all aspects of new brand clearances (including locally, regionally and globally), IP asset protection and maintenance matters, advising on the development and protection of localised Asian brands (including the development of local character brands), advising on infringement issues and trade mark oppositions, providing IP commercialisation support and advice, and implementing strategies to manage worldwide trade mark and domain name portfolios efficiently and effectively.

Georgina manages the global IP and brand portfolios for significant Australian-based clients including IOOF, the Country Road Group (incorporating Mimco, Witchery and Trenery), David Jones, Goodman Fielder, Murray Goulburn Co-Operative, Fairfax Media and Accolade Wines.

In addition to being an admitted solicitor, Georgina is a registered Trade Marks Attorney and has a Masters in Intellectual Property Law from the University of Technology, Sydney. Georgina was a Recommended Lawyer, Intellectual Property Asia Pacific Legal 500, 2013, 2014 and Euromoney, Australasian Woman in Business Law Awards, nominated ‘Rising Star’ in IP.

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  • Representative experience

    • Accolade Wines Limited: Georgina advised on and implemented the takeover of the Accolade Wines Limited global trade mark portfolio, which involved the transfer of around 3,500 trade marks with businesses in Australia, Europe, South America, the US, Singapore, Russia, China, Vietnam and through the Asia Pacific region. Accolade has subsequently sought out our firm’s specialist IP services in relation to all IP aspects of its acquisition of a number of winery businesses globally.
    • Murray Goulburn Co-Operative: Georgina also managed the global takeover of the Murray Goulburn IP portfolio, a leading dairy producer in Australia with a growing Asian presence, including a significant Asian brand portfolio. This involved the settling of a number of brand disputes on a global basis throughout China, Laos, Vietnam and Cambodia. Georgina’s advice extended to providing strategic support to the business to implement a Chinese brand ownership structure.
    • Goodman Fielder: Goodman Fielder is a leading food company across Australia, New Zealand and the Asia Pacific. Georgina has the care of its large brand portfolio globally, and has advised on the implementation of a global IP ownership and protection strategy post acquisition of the business by a Singaporean-based parent.

  • Admissions
    • Admitted Supreme Court of New South Wales
    • Registered Trade Marks Attorney in Australia
  • Languages
    • English