Neal, Gerber & Eisenberg LLP

49 Best Lawyers awards

Neal, Gerber & Eisenberg LLP logo

Awarded Practice Areas

Trademark Law

Biography

Tony develops and implements global strategies for creating, protecting and enforcing the full range of traditional and digital intellectual property assets, including trademarks, copyrights, trade secrets, patents, domain names and social media portfolios. He enforces intellectual property rights in federal and state courts throughout the country and before the Trademark Trial and Appeal Board. He coordinates similar enforcement efforts all over the world.

He manages the daily intellectual property demands of a varied client base – Fortune 500 companies, hospitality businesses, sports franchises, social media and tech companies, entrepreneurs and many other growing enterprises. Praised in Chambers for always providing the “right level of detail and analysis,” Tony’s counsel benefits from his dual litigation and counseling acumen that assists him in identifying and developing the intellectual property assets that define a client’s business and build its brand. He skillfully considers how a decision will help a client’s business while assessing the risks of potential disputes.

The founder and former co-chair of the firm's Intellectual Property practice group, Tony has worked to build the firm’s IP group into one of the largest and most diverse practices in the nation. He has also been an editor for the Trademark Reporter, published by the International Trademark Association, and a faculty member of the International Trademark Association’s Trial Advocacy Workshop, which was sponsored by the National Institute of Trial Advocacy.

He speaks frequently before industry and legal groups on intellectual property and social media strategies. He regularly conducts client seminars on identifying, developing and protecting intellectual property. He has been an adjunct professor at the Kellogg Graduate School of Management, where he taught a class on Intellectual Property Strategies for Managers of E-Commerce. His talent for teaching helps him assist young business leaders as a trusted strategic legal advisor who speaks their language and understands the contemporary challenges of developing global digital brands.

Dedicated to Pro Bono initiatives, Tony was one of seven NGE attorneys to receive the 2023 Award for Excellence in Pro Bono Service from the U.S. District Court for the Northern District of Illinois and the Chicago Chapter of the Federal Bar Association.

Tony has been recognized in Chambers USA: America’s Leading Lawyers for Business since 2008. He has also been recognized by The Legal 500 United States in “Trademark Litigation” since 2020 and The Best Lawyers in America in “Trademark Law” since 2015. Tony has also been selected for inclusion in the World Trademark Review in “Trademark Enforcement and Litigation” and “Trademark Prosecution and Strategy” since 2014 and by the Illinois Super Lawyers in “Intellectual Property” since 2006.

Neal, Gerber & Eisenberg LLP

49 Best Lawyers awards

Neal, Gerber & Eisenberg LLP logo

Overview

  • DePaul University, J.D., graduated 1985
  • University of Illinois at Urbana–Champaign, B.A., graduated 1982

  • Illinois, Illinois State Bar

  • U.S. District Court for the Northern District of Illinois
  • U.S. District Court for the Southern District of New York
  • U.S. District Court for the Southern District of Florida
  • U.S. District Court for the Northern District of Georgia
  • U.S. District Court for the District of Minnesota
  • U.S. District Court for the Southern District of Texas
  • U.S. District Court for the District of Washington
  • U.S. District Court for the District of Oregon
  • U.S. District Court for the Northern District of California
  • U.S. District Court for the Central District of California
  • U.S. District Court for the Southern District of California
  • U.S. Court of Appeals for the Second Circuit
  • U.S. Court of Appeals for the Seventh Circuit
  • U.S. Court of Appeals for the Eleventh Circuit
  • Illinois, Illinois State Bar
  • DePaul University, J.D., graduated 1985
  • University of Illinois at Urbana–Champaign, B.A., graduated 1982
  • U.S. District Court for the Northern District of Illinois
  • U.S. District Court for the Southern District of New York
  • U.S. District Court for the Southern District of Florida
  • U.S. District Court for the Northern District of Georgia
  • U.S. District Court for the District of Minnesota
  • U.S. District Court for the Southern District of Texas
  • U.S. District Court for the District of Washington
  • U.S. District Court for the District of Oregon
  • U.S. District Court for the Northern District of California
  • U.S. District Court for the Central District of California
  • U.S. District Court for the Southern District of California
  • U.S. Court of Appeals for the Second Circuit
  • U.S. Court of Appeals for the Seventh Circuit
  • U.S. Court of Appeals for the Eleventh Circuit

Client Testimonials

Tony has led our trademark review, troubleshooting and coordination with Major League Baseball for over 20 years. He is knowledgeable about both the law and our league requirements and blends the two well. He is one of the better intellectual property lawyers I have run across in my 40 years of practice.

John Corvino (Chicago White Sox)

In the area of Intellectual Property, Anthony McShane provides timely, responsive, and high-quality services and advice. He finds a nice balance between aggressively protecting a client and resolving issues.

Jay L. Stieber (Lettuce Entertain You Enterprises)

Antony McShane has represented the White Sox well over the years in the intellectual property area and is highly recommended. He has the unique ability to combine in-depth knowledge of a complex area of law with understandable and business practical analyses. I would not hesitate to turn him loose at any level of our organization (boardroom to staff) and feel comfortable in the result.

John Corvino (Chicago White Sox)

Anthony McShane knows the area very well, takes reasonable positions, and has helped us maintain a broad array of marks in a highly competitive brand-oriented business.

Seth Gold (DRL Enterprises, Inc.)

Glenview, IL

We have used Tony McShane for our intellectual property work for years and highly recommend him. He is smart, well-versed in all areas of IP law, and has been able to help develop some business solutions to our IP challenges in addition to providing sound legal advice. In addition, he's easy to work with.

Kim Volk (Delta Dental Plans Association)

Oak Brook, IL

Awards & Focus

Recognized in The Best Lawyers in America® 2026 for work in:
  • Trademark Law
Additional Areas of Practice:
  • Copyright Law
  • Litigation - Intellectual Property
  • Litigation - Patent
  • Patent Law

Additional Information

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Case History

Cases
  • Lettuce Entertain You Enterprises, Inc. v. Talk of the Town Restaurants, Inc. and Ron Woodsby (M.D. Florida)
won a jury verdict for Lettuce Entertain You Enterprises finding that Talk of the Town Restaurants infringed Lettuce’s rights in the trademark WILDFIRE, in violation of Sections 32 and 43(a) of the Lanham Act, when it rebranded its well-known Orlando-area CHARLEY’S STEAKHOUSE to CHARLEY’S WILDFIRE GRILLE.
  • Lettuce Entertain You Enterprises, Inc. v. Leila Sophia AR LLC (N.D. Illinois)
obtained a preliminary injunction preventing defendants from opening a restaurant under the name LETTUCE MIX on the basis that the name infringed upon the family of LETTUCE trademarks.
  • The Nielsen Company (U.S.) LLC v. Truck Ads (N.D. Illinois)
established protectable copyrights and licensing revenue in Nielsen’s widely-used DMA maps.
  • Nielsen Media Research v. Eagle Creek Broadcasting (Corpus Christi, Texas and S.D. Texas)
defeated preliminary injunction and established the right to de-list TV stations from Nielsen ratings book.
  • Michael’s Chicago Style Red Hots, Inc. v. Michael’s Restaurant Group, LLC (N.D. Illinois)
obtained a preliminary injunction preventing defendants from opening a restaurant under the name MICHAEL’S on the basis that the name infringed upon common law rights.

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