Susan D. Villanueva


Cruz Marcelo & Tenefrancia
11th Avenue University Parkway
Bonifacio Global City 1634
Metro Manila, Philippines

Tel: +632 810 5858


Ms. Villanueva is an experienced and accomplished litigator who has successfully represented in intellectual property, tax and trade cases.

Ms. Villanueva heads our firm’s Intellectual Property Department and is the principal litigator of intellectual property litigation and enforcement cases. She has represented a broad range of clients engaged in broadcasting, consumer care, pharmaceuticals, information technology, manufacturing and banking in intellectual property cases. She also handles trademark and patent prosecution on behalf of the firm’s diverse intellectual property clientele.

She was the principal litigator of landmark intellectual property cases in the Philippines where the Supreme Court first declared a trademark as internationally well-known and affirmed the jurisdiction of the Intellectual Property Office over administrative cases for violations of intellectual property rights. She also successfully defended before the Supreme Court search warrants issued against suspected infringers in an enforcement action for the liquefied petroleum gasoline industry. She also advises the University of the Philippines Diliman on intellectual property commercialization efforts.

Ms. Villanueva is a professorial lecturer of Intellectual Property Law at the University of the Philippines College of Law. She is also a member of the American Bar Association and the New York Bar Association. She was the Chairman of the Intellectual Property Professors and Researchers Organization of the Philippines (IP-PRO Philippines), the professional association of intellectual property professors and managers in the Philippines, from 2010 to 2015.

Ms. Villanueva also serves as the Co-Chairperson of the Advisory Council for Intellectual Property (ACIP), a committee composed of experts tasked to advise the Director General of the Philippine Intellectual Property Office (“IPO”) for the realization of IPO’s mission and vision and the approaches to challenges and issues that may impact the said office.

In this knowledge-based age, the protection, enforcement and commercialization of Intellectual Property rights are indispensable to economic development. Our IP lawyers are best known for their ability to provide excellent and effective legal services covering the full spectrum of IP practice.

Our IP practice includes, but is not limited to, the following:

  • Prosecution of applications for the registration of trademarks and patents (inventions, utility models, industrial designs) and applications for issuance of copyright deposit;
  • Protection of business models, trade secrets and undisclosed information; IP commercialization, which includes negotiating, drafting and reviewing agreements for licensing and franchising;
  • Registration of technology transfer agreements with the Documentation, Information and Technology Transfer Bureau of the Philippine Intellectual Property Office;
  • Conduct of IP due diligence and audit of IP assets;
  • Registration of food, cosmetics and drugs with the Food and Drug Administration;
  • Handling administrative, civil and criminal cases on trademark, copyright and patent infringement and unfair competition; dispute settlement; mediation involving IP rights; and
  • Anti-piracy programs and intellectual property enforcement cases.

Our IP Department is also the rare practice that is able to directly provide value-added services, such as patent drafting and IP litigation, without need of outsourcing work to external consultants or general litigators. This unique capability is what enables our IP Department to render prompt, responsive and effective legal services to our clients.

While most Philippine IP firms are mere local agents of foreign applicants, we have taken a more proactive role and assisted local inventors, particularly those from state universities, file their patent applications locally and in other countries. We have also managed patent and trademark application filings in multiple jurisdictions for foreign clients.

Our patent practice is not limited to patent filings. Patent litigation is inevitable in patent protection. In this regard, our Patent Group allows the bridging of technical expertise and legal skills which enables us to formulate effective legal strategies in patent litigation.

“Susan Villanueva leads the IP practice at the firm, and is highly respected for her work on IP enforcement and litigation. Peers agree that she is a standout in the market for this work, and she successfully represented Borer Chemie in opposing three trade mark applications by ChemValley Resources. Sources profess to “learning a lot” from her, and characterise her as “a well-respected IP person.”
Chambers & Partners, 2017