This webinar is tailored for advertisers and marketing professionals and will explore the world of non-traditional trademarks in Canada.
From sounds and scents to colours, holograms and beyond, we will discuss how non-traditional marks can be protected under Canadian law and what it means for your marketing strategy.
You’ll learn about what qualifies as a non-traditional trademark, how they can be protected with real world examples and hear practical strategic tips from practitioners.
Presenter: Kristen Kilroy, Associate Gowling WLG & Michael O’Neill, Partner, Marks&Clerk
Date: Tuesday, September 23, 2025
Time: 11:30 a.m. – 12:30 p.m. ET
Access Recording and Presentation Slides
Kristen Kilroy, Associate Gowling WLG
Kristen Kilroy is an associate in Gowling WLG’s Toronto office and a member of the firm’s Intellectual Property Group. Her practice focuses primarily on IP litigation and trademark prosecution.
Kristen has a broad range of experience in IP litigation, including acting for clients in trademark, copyright, trade secret and domain name disputes.
Kristen is a Canadian Trademark Agent. She provides advice on contentious and non-contentious trademark matters, including clearance, prosecution, portfolio management and enforcement of trademark rights. Kristen also represents clients in trademark opposition and summary cancellation matters.
In 2015, Kristen was seconded to one of the world’s largest beverage companies, where she assisted with a range of business, intellectual property and advertising needs.
Kristen is an active participant in the firm’s Pro Bono program.
Matt Hird, Senior Redearch Director, Signal Hill Insights
Michael has a broad range of expertise in all areas of trademark law and advises clients on the acquisition, protection and enforcement of trademark rights in Canada and around the world. Michael’s practice focuses on trademark clearance, trademark prosecution, trademark portfolio management, trademark opposition and expungement proceedings, trademark infringement, trademark litigation, and anti-counterfeiting matters.
Michael has appeared before the Trademarks Opposition Board, the Ontario Superior Court, the Federal Court of Canada, and the Federal Court of Appeal.
Michael was newly ranked in the 2024 World Trademark 1000 rankings as a leading trademark professional for prosecution and strategy. He is an active member of the Canadian Bar Association, the Intellectual Property Institute of Canada and the Law Society of Ontario. He is also a part-time professor at the University of Ottawa Law School where he teaches Trademark Law.