Allie Morris, Merchant & Gould

In 2024, Merchant & Gould was preparing to launch its new WAGS (Worldwide Absolute Grounds Screening) service, a cutting-edge tool to streamline the global trademark clearance process. The firm called upon a vendor to produce a video to accompany the launch, but with one week remaining before that date, a serious problem emerged. The contractor handed in a video that was unusable.  

In response, the firm turned to Digital Media & Engagement Specialist Allie Morris, who possessed the skills necessary to fix the problem. In the end, Morris saved the day. Logging 24 hours of work in two days, Morris corrected the problem and got the platform up and running.  

“What we ended up with was a polished, successful video,” Morris said. “But it took a while.”

That’s the kind of commitment that has earned Morris recognition. At Merchant & Gould she is known not only for delivering badly needed fixes, but for regularly taking part in projects that advance the firm’s visibility and business development goals.

Morris recently spearheaded the creation and launch of Will & AiME, a newsletter and digital platform authored by one of the firm’s partners, IP attorney Will Schultz, and his AI counterpart. The site answers questions about AE and emerging technologies, and Morris developed its brand identity from scratch, including a promotional strategy that established it as a go-to resource.

“It’s really meant for anyone with questions about using AI in the workplace,” Morris says. “It covers a big range of AI applications and uses that might impact various entities legally.”

In another recent venture, Morris took the lead in developing the Marketing Team’s Brand Story Guide, which is designed to bring consistency to the firm’s messaging.

“I think that, especially in the legal industry, things can get wordy and academic, and that simply doesn’t sell in the way that we want to,” she says. “We shouldn’t expect our audience to burn more calories than they need to understand what you’re saying. That’s something we reference a lot — just boil it down to the core meaning and say it.”