Amanda enjoys collaborating with clients as they develop new brands and products. Her expertise lies in helping them protect their intellectual property (IP) with a commercially-robust branding and trade mark strategy.
Amanda offers clients expert advice and assistance in the areas of branding and trade mark strategy, protection and enforcement. She works with companies and individuals of all sizes across a range of industries, but the majority of her clients operate in the FMCG sector.
Advertising and food labelling, including compliance with New Zealand’s Food Standards Code and Fair Trading Act, are among her specialist areas. Amanda’s specific expertise lies in working with clients developing new products and advising on trade mark strategy during this process.
‘I enjoy working with clients from the marketing and product development stage. Offering IP input at an early stage makes everyone’s job easier going forward. Often what’s great from a marketing perspective may not work from an IP perspective, so it’s more beneficial to provide advice before too much money is spent on a product or brand.’
Friendly and open, Amanda enjoys collaborating with clients and visiting them onsite to understand how they operate and do business. She’s equally at home touring a factory, walking through an orchard, or visiting a corporate office.
‘Every company is different and each industry is specific, so we don’t have a cookie cutter approach to working with our clients. I like to speak with a range of people in a company, not just my client contact—it’s the best way to understand a business’ needs.’
Among Amanda’s strengths is her ability to offer clients commercial insights combined with sound legal advice so they can make informed business decisions. Providing concise and accurate advice is a skill she’s honed over time.
After graduating from the University of Adelaide in Australia, Amanda landed a sought-after position as a judge’s associate at the District Court in South Australia, where she gained invaluable legal experience working on criminal and civil trials. She moved to New Zealand in 2001 to join her Kiwi husband, and worked as a solicitor at another New Zealand IP firm.
Amanda also worked at a leading London law firm for three years advising clients on all aspects of branding protection, exploitation and enforcement in the UK and European Union, before returning to New Zealand to join AJ Park in 2006.
Advising New Zealand company Griffin’s on a strategy to protect its marks internationally has been a career highlight for Amanda.
Amanda was recognized as one of the Top 250 Women in IP and a Trade mark star in the IP STARS list for 2021. Amanda was also named in The Legal 500's Asia-Pacific 2021 and 2022 guide and elite 'leading lawyers' list. Amanda was selected by her peers for inclusion in the 2023 Best Lawyers in New Zealand™ in the field of IP law.
Amanda is a New Zealand contributor for the loose-leaf publication Trade Marks Trade Names and Unfair Competition World Law and Practice.
Griffin's \ All in good taste
Griffin's is determined to protect its brands and the intellectual property it's built up over the years, says General Manager Sales and Marketing Josette Prince. With previous experience in fast moving consumer goods (FMCG), Prince understands the importance of protecting Griffin's trade marks internationally.Read full story
Amanda Griffiths's insights
News \ 18 Jan 2022
Q&A with Amanda Griffiths, recently named in NZ Lawyer’s Elite Women List
Amanda Griffiths was recently named in NZ Lawyer’s Elite Women List for ‘making great strides in shaping a new future for the legal sector’.
She was appointed as the Trade Marks Practice Group Leader (PGL) on 1 July 2020, in recognition of her people leadership skills and outstanding reputation as a practitioner. Amanda is AJ Park’s first woman in this role and leads a team of 60 staff across the Auckland and Wellington offices.
Characteristically humble about her accomplishments, Amanda has also been recognised as a leading lawyer by several publications, including IP’s Top 250 Women in IP 2021, Managing IP’s IP STARS list as a Trade mark star 2021 and The Legal 500's Asia-Pacific 2021 guide and elite 'leading lawyers' list.
Article \ 19 Jan 2021
The brands and the bees: trade marks and the Mānuka…
The global honey market is estimated to be worth over US$8 billion dollars, and Mānuka honey is the industry’s “Queen Bee”. Mānuka…
Article \ 19 Nov 2020
It’s high time we protected our cannabis trade marks
It has been a big year for cannabinoids in New Zealand.
From 1 April 2020, New Zealand’s medicinal cannabis scheme was launched. New…
Article \ 17 Aug 2020
Don’t use my music! Neil Young sues Donald Trump for…
Donald Trump speaking with supporters at a campaign rally at the Prescott Valley Event Center in Prescott Valley, Arizona (cropped) by Gage…
Article \ 11 Mar 2020
A win for non-traditional trade marks: Griffin’s successfully registers two…
When asked what a ‘trade mark’ is, people traditionally think of words or perhaps a logo. But a trade mark can be…
Article \ 13 Jan 2020
Pirates sour Christmas vintage
Hundreds of New Zealand vineyards and wineries entered the Christmas season with some distressing news—a pirate had filed trade mark applications for…
Article \ 25 Sep 2019
Significant reduction in official fees for Chinese trade marks
The Chinese National Intellectual Property Administration (CNIPA) has reduced official fees by up to 50% for many national trade mark matters, from…