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Justine Wiebe

Associée

Toronto
JWiebe@blg.com
416.367.6007

Expertise

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Justine Wiebe is a Partner, Lawyer & Trademark Agent, and Regional IP Group Leader for Toronto.

Justine has practised exclusively in the field of intellectual property for 30 years, and is known for her exemplary client service and focus on aligning brand protection and enforcement strategies with business objectives.

Justine guides clients in the domestic and global clearance and protection of trademarks, and employs strategic approaches in trademark disputes, oppositions and summary cancellation proceedings in Canada and, in collaboration with local counsel, abroad. Justine also assists clients with the commercialization of intellectual property, including trademark licensing and guiding clients on best practices for co-branding.

Justine excels at distilling complex information so that it is easily understood, and collaborating with clients to customize processes and streamline reporting protocols. These service delivery innovations respond to client business needs, and reinforce Justine’s standing as a trusted business partner.

Justine is consistently recognized as a leading trademark lawyer in leading international and domestic rankings. Justine was one of 13 Canadian trademark lawyers recognized in World Trademark Review’s inaugural “The Experts’ Expert” ranking in 2009, and has maintained this recognition as a WTR Global Leader and individual gold tier status in WTR 1000. Justine is also recognized by MIP as an IP STARS Top 250 Women in IP, and was awarded MIP Practitioner of the Year – Trademarks – Canada in 2022. Justine is also ranked in Who’s Who Legal: Canada (Trademarks) and is recognized as a WWL Global Elite Thought Leader - IP – Trademarks.

Justine fournit des services juridiques par l’intermédiaire d’une société professionnelle.

Testimonials

Chambers Canada 2023

"She is an outstanding trade marks lawyer who blends a deep understanding of both the law and our business, in order to provide well-considered, business-minded advice.”

Chambers Canada 2023

"The breadth of her trade mark expertise, domestically and globally, is impressive and she always provides prompt, practical and effective counsel.”

WTR 1000 2023 The World's Leading Trademark Professionals

“Justine stands out among international advisers. She sets the bar so incredibly high and isn’t afraid to push the boundaries of trademark law to achieve success. She is an integral part of her clients’ business, and they sleep better knowing she is in their corner."

WTR 1000 2019 The World's Leading Trademark Professionals

“The pinnacle of trademark service and knowledge, she is simply outstanding. She knows how to boil down complex issues so they can be easily understood. Justine never fails to go above and beyond.”

WTR 1000 2018 The Worlds Leading Trademark Professionals

“Justine Wiebe excels in prosecution. She is the best of the best. She provides thoughtful, precise and clearly communicated advice and has an eye for detail that is truly second to none. On top of that, she’s efficient and very responsive, always pushing things forward. To say the very least, her level of service is platinum.”

Experience

Serving as external trademark counsel to leading Canadian companies with international trademark portfolios and as external Canadian trademark counsel to leading companies in the U.S. and abroad. Clients span a wide range of industries, including insurance and finance, food and beverage, biotechnology and pharmaceutical, clothing and footwear, green chemistry, gaming and lottery and automotive/power sports vehicles.

Elected to serve on Council (the Board of Directors) of the Intellectual Property Institute of Canada (IPIC) in 2013-2014. IPIC is the Canadian professional organization of patent and trademark agents and lawyers practising in intellectual property. At that time, there were significant changes on the horizon for Canadian trademark law and practice, prompted largely by Canada's engagement in trade talks and Canada's imminent accession to three international trademark treaties (the Singapore Treaty, the Nice Agreement, and the Madrid Protocol). Justine's election to IPIC Council during this critical stage speaks to her expertise and reputation as a leading Canadian trademark lawyer with considerable experience in international trademark law and practice.

Beyond our Walls

Professional Involvement

  • Member, Canadian Bar Association (CBA)
  • Member, Ontario Bar Association (OBA)
  • Member, American Intellectual Property Law Association (AIPLA)
  • Member, Intellectual Property Owners (IPO)
  • Member, European Communities Trade Mark Association (ECTA)
  • Member, MARQUES
  • Member, International Trademark Association (INTA) - Founding Editor, Trade Dress: International Practice and Procedures
  • Fellow, Intellectual Property Institute of Canada

Community Involvement

  • Volunteer, BLG Reads to Kids Program, 2011-present

Awards & Recognitions

  • Recognized in the 2024 edition of Lexpert Special Edition: Technology and Health Sciences
  • WWL Global Elite Thought Leader - IP – Trademarks
  • World Trademark Review — Global Leader
  • World Trademark Review 1000 — The World's Leading Trademark Professionals (gold tier)
  • Managing IP — IP STARS Top 250 Women in IP
  • Managing IP — IP Star
  • Managing IP Awards 2022 - Practitioner of the Year – Trademark – Canada
  • Chambers Canada — Canada's Leading Lawyers for Business (Intellectual Property)
  • Chambers Global — World's Leading Lawyers for Business (Intellectual Property)
  • Who's Who Legal: Canada (Trademarks)
  • World IP Review — WIPR Leaders: Trademarks
  • Canadian Legal Lexpert® Directory — Intellectual Property
  • Acritas Star: Independently Rated Lawyer (Nominated as a stand-out lawyer by senior in-house counsel)

Bar Admission & Education

  • Ontario, 1994
  • LLB, Université Queen’s, 1992
  • BA, Université de Toronto, 1992