Wrays is pleased to announce the appointment of Richard Baddeley as a Principal in our Perth Engineering & Technology Group.
Richard provides advice on all aspects of intellectual property and has built an impressive track record acting for a range of clients from start-ups to large multinationals. Richard’s background in both chemical and mechanical engineering provides a platform to understand the technical merits of innovation across a wide range of fields including the energy, mining and automotive sectors.
Chairman Gary Cox announced the appointment saying “Richard is a valuable addition to the Wrays stable of expertise. He is a highly experienced IP specialist who is well-known for providing clients with tailored commercial advice. With his experience as past-President of the Institute of Patent and Trade Mark Attorneys and connections to the energy industry, Richard has a lot to offer Wrays. We look forward to having him as part of our team”.
Richard’s appointment follows the recent arrival of Dr Mary Turonek to the Wrays Chemical, Resources and Oil and Gas team. With Mary and Richard now both at Wrays, the firm has arguably one of the best technical chemical and engineering IP groups in the country.
We put Richard under the Spotlight to find out what he is looking forward to at Wrays, what form of energy excites him the most, and what he enjoys doing – when he is not doing IP!
After spending over 30 years at your previous firm, it’s been a while since you had your first day at work! What are you looking forward to most about joining Wrays?
I have long admired the ambition and drive behind Wrays. As a formidable competitor to my previous firm, our team was always looking for ways to step ahead. I would often find that the Wrays team, with its brand strength, had already got there. This propelled my efforts to come up with new ideas. Now, I look forward to joining that step-ahead team culture and making things happen with the Wrays team.
On the energy side, for example, I see great potential for developing our energy practice working with Mary Turonek who has much experience as I do. I look forward to sharing ideas and learning from my colleagues in the engineering and technology group as well. We’re going to be busy!
How do you develop a creative approach to IP whilst also aligning with a client’s business strategy?
A client is nearly always competing with others and doing what the competitors are doing does not offer differentiation and a road to better margins. The way to better margins is intellectual property – as that term is used in both a legal and business sense. Immediately, there is a need to develop an IP strategy that differentiates those competitors. That opens the door to being creative whilst being perfectly aligned with the business strategy. IP is a platform for that strategy.
Being creative could include looking at a particular industry with a new perspective, looking at new geographies for client products and services and using new techniques – such as analytics and AI – to optimise client IP strategy.
You have extensive knowledge of the use of hydrogen as a clean fuel across a number of industries. What excites you about the potential for this form of energy?
I am really excited by hydrogen and I have recently had a short abstract with my perspectives in the APPEA Journal. It offers wonderful possibilities for the energy industry. A particular appeal is the clean nature of ‘blue’ and ‘green’ hydrogen. Hydrogen is a building block for important chemicals based around ammonia for example. It is a powerful fuel that will become competitive within the next ten or so years. What is not to like?
What IP advice do you give to start-up companies and how does it differ when advising a large multinational?
While I recognise differences in scale and available resources, I advise my startup/SME clients to operate, so far as resources allow, like a large corporation or multi-national. That is, focus on business strategy, avoid alluring diversification and act in a sophisticated way with business partners and prospects. I think this can make a big difference because others will see this as a sign of confidence and even quality. The IP strategy is key here, marshalling those scarce resources to key markets and – in the case of patent – technological developments. It is also worth remembering that even large companies are very focused on where the IP budget is spent so it is not a case of covering all potential markets. Stay with key markets and an IP advisor will be able to assist with the sometimes difficult decisions that arise.
What did you learn through your role as President of The Institute of Patent and Trade Marks Attorneys of Australia (IPTA)?
I learnt a lot actually. In my two years as President, I was blessed with a talented and energetic Council and we focussed – along with busy lobbying effort – on a couple of key areas. We saw and acted on expanding our work on education and professional development for younger members of the profession (also an issue for energy industry young professionals too by the way). Education has always been one of IPTA’s strengths but there are other areas of professional development on which younger professionals look for advice. They want to be involved in the process too so IPTA has worked on this.
When you are not providing IP advice to your clients how do you keep yourself busy?
That’s an easy question to answer with the recent COVID-19 shutdowns, cooking! I have spent a lot of time trying to perfect a chicken curry. I’m also experimenting with new things, trying to make falafel as I write this actually…Also, I love wine and will endlessly search for the perfect pinot noir. Then, there is nothing like a walk along the waterfront or beach in Fremantle. There’s a new photo to take every day!