Shelley has been practising in the area of advertising and marketing law for over 20 years and started her own firm Shelley Samel Law in 2014. She spent the first 15 years of her legal career working at one of Canada's largest national law firms, where she was a partner in the Advertising and Marketing Law practice group. Prior to that, she had the privilege of articling as a law clerk at the Court of Appeal for Ontario.
Shelley advises some of the world's largest and most respected companies on all legal matters related to their advertising and marketing strategies and campaigns. She has extensive experience working with world-leading and top Canadian companies within the following sectors:
In addition, Shelley has negotiated multi-year sponsorship agreements with major sports leagues, players associations and a world-class film festival. She has worked on promotions, loyalty, and rewards programs that are household names and she has helped many brands launch in Canada.
Several of the cutting-edge campaigns that Shelley has worked on have gone on to win industry awards.
Shelley was named the Best Lawyers® Advertising and Marketing Law "Lawyer of the Year" in Toronto in 2021, 2019, 2017 and 2014. She has been ranked in each edition of The Best Lawyers in Canada since the list's inception in 2006. Shelley has also been ranked in the Canadian Legal Lexpert Directory in each year since 2012 and is ranked in Chambers and Partners Advertising and Marketing - Canada since 2016.
Shelley was called to the Ontario bar in 2000. She won numerous class awards and placed second in her class in each of her second and third years at Osgoode Hall Law School. Prior to entering law school, Shelley studied Journalism at Carleton University, where she also won several awards and scholarships.
Shelley is currently a member of a UJA Toronto leadership program. She is a past committee member of UJA Toronto and is past co-President of the board of directors of The Leo Baeck Day School, where she served as a director for six years. She has also served on the board and committees of several child-focused charitable organizations.
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