Kiwi IP champions enter bold new chapter, launching website with humour, irreverence – and balls
James & Wells have just entered a new chapter in their 35 year history, and by the looks of their new-look website, it will be
a memorable one.
With a casual tone and irreverent humour evident throughout the website, the firm has shunned the usual corporate suit
and tie approach to intellectual property law.
You needn’t look further than the ‘Meet the team’ page to see a fresh take on staff profiles.
By hovering over each team member’s profile photo, pop up imagery demonstrates the personalities behind the firm.
You’ll meet farmers, wanna-be soccer players and lycra-clad sports enthusiasts, to name a few of the hobbies, all while
delving into the James & Wells teams' rather impressive industry credentials.
James & Wells have shown it takes balls to be able to poke fun at yourself, and even bigger ones to feature cross-dressers,
blow-up sheep and dung beetles in order to promote your corporate services.
Although James & Wells have set themselves apart from their competitors with a unique approach to intellectual property law, they have
managed to convey themselves as approachable, while displaying their professionalism and high level of expertise.
It is with New Zealanders in mind that the firm has positioned themselves as the ‘Champions of Innovation’.
They want to speak for all innovative New Zealanders and create a better environment in which clever New Zealanders can
prosper. As part of this new positioning James & Wells have developed new service lines which offer a business solution – rather than merely a legal process.
The newly formed ‘Asia team’ includes three English/Mandarin speaking staff, and with their connections in China and
Taiwan, and their expertise and knowledge of Asian business practises and IP law, they can identify business
opportunities for clients in Asia, negotiate contracts and produce dual language legal documents.
“We’re all proud that New Zealand is a country of thought leaders and innovators, but if we continue to give our
knowledge away, we’re never going to be anything other than a peasant-based economy,” says foundation partner Ceri
Wells.
“The first thing we need to do is change our attitude. We have to stop kidding ourselves that no one will copy us and
that our geographical isolation will protect us. They have and will continue to do so until we shift our focus to
commercialising innovation,” he says.
“Commercialising our innovation can fire up the New Zealand economy if we own and exploit it, particularly in big
foreign markets where serious money can be made. The end result is a no brainer - stronger, healthier New Zealand
businesses, which result in more jobs, more money and a higher standard of living.”
www.jaws.co.nz
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