My particular focus is helping clients solve trade mark and copyright issues that have a digital or online focus.A major part of my practice is working with companies to set up their global brand enforcement projects: using technology to streamline processes for clients and make their anti-counterfeit programmes as cost effective as possible. This work includes developing strategies to help large global brands protect and enforce their rights from online infringement, taking into account the complicating risk factors regarding new gTLDs. As part of developing global anti-counterfeit strategies I have worked extensively with the customs authorities; as a result I was invited to be the Irish liaison between rights holders and international customs authorities in the initial phase of the World Customs Organisations' innovative Interface Public-Members Tool project. My digital focus relates to all IP issues arising online, including highly complex issues regarding copyright infringement, hyperlinking and the communication of works to the public. I work with a range of service platforms, content owners and content creators helping them navigate their business against a changing legislative backdrop, enabling them to maximise their digital and data assets for commercial success.While my focus has been on contentious IP work - including mediation and arbitration - I have also worked on major corporate transactions with significant IP issues, particularly on transactions that involve complex cross-border issues, future-proofing IP arrangements to take account of digital developments. I'm also interested in how we can develop new methods of providing our services to clients and forcing us to think outside the box: I like to challenge how we can build better relationships with our clients and help them in ways traditional lawyers don't.I joined the team at Bird & Bird in 2012 after training and practising with a leading Irish law firm for several years and working at a 'magic circle' firm in London.