How many people can claim to have got the world’s most-loved and famous elf to headline their company’s Christmas advertising campaigns? ASDA’s senior legal director Graeme Morrison can, having led the team that created the ultimate festive advert of 2022.
A showcase of the group’s ‘best in class’ partnering, Morrison successfully oversaw a team that has been designed over the last 18 months to be suited toward these kinds of projects. From getting all the contracts signed to making sure that the advert met advertising requirements, the task took months to complete but was still done in time for the Christmas advertising season.
Managing a team of 20 responsible for everything from IP, litigation, competition, advertising and more, Morrison has overseen a broad range of tasks alongside the ad and highlighted the importance of transformative practices and teamwork in-house. Promoting a mix of business services professionals and legal personnel within the structure, Morrison has maintained a team that allows for better systems and processes within ASDA when it comes to communicating with legal and compliance across the board.