Pui Keng, Lim

Department Head  - Trade Marks



Pui Keng serves as the Head of the Trade Marks Department at Advanz Fidelis. She has a background in law, having graduated with a LL.B (Hons) from the University of Leicester, United Kingdom. She has over 15 years of experience in intellectual property, and was a practicing lawyer in a law firm prior to joining Advanz Fidelis.

Pui Keng is a Registered Trade Mark and Industrial Designs Agent of Malaysia.



  • English

  • Bahasa Malaysia

  • Cantonese

  • Hokkien

Key Skills


  • Prosecution and enforcement of trade marks

  • Handles clearance searches, oral hearings, submissions, transactions

  • Management of the operations of the trade marks team

  • Planning trade mark portfolio strategies

  • Coordination and advice on enforcement, infringement and court related matters

  • Drafting of agreements


Key Areas


  • Trade mark prosecution

  • Trade mark strategy

  • Trade mark infringement

  • Trade mark enforcement

  • Transactions
  • Drafting agreements


  • LL.B (Hons), University of Leicester, United Kingdom

  • Registered Trade Mark and Industrial Designs Agent of Malaysia



  • INTA

  • APAA

  • LES Malaysia

  • MIPA



  • Committee Member, Licensing Executives Society Malaysia (LESM)

  • Committee Member, Enforcement Committee, International Trademark Association



During her free time, Pui Keng enjoys discovering new places to dine, photography and reading to her son.  The only hobby that she religiously cultivate is collecting First Day Covers; though she admits to having a nice collection of bookmarks, fridge magnets and postcards from countries that she has visited, travelling being one of the things she love to indulges in, time permitting.