About EL Creative Counsel

Legal expertise shaped by business, brands and creativity.

EL Creative Counsel was founded by Emma Lockyer, a commercially focused lawyer with more than 14 years' experience advising some of the most recognised businesses, brands and creative organisations across Australia, New Zealand, APAC, the UK and Europe.

Emma's career has taken her from global entertainment and media to major consumer brands and highly regulated FMCG environments, giving her a rare understanding of what happens at the intersection of law, creativity and commercial opportunity. Today, Emma and the EL Creative Counsel team bring that experience together to provide practical, commercially focused legal advice to businesses, brands, creators and organisations across Australia.

Global experience. Commercial thinking. Practical legal advice.

During her time with BBC Studios, Emma supported commercial, brand and intellectual property matters across multiple markets, working closely with stakeholders across Australia, the UK and Europe. A career highlight was supporting the launch and commercial exploitation of the much-loved Bluey brand, including its expansion into live entertainment and merchandise.

This experience gave Emma first-hand insight into how valuable intellectual property can evolve from an idea or piece of content into a significant commercial asset. It also developed her ability to navigate complex legal and commercial considerations across different jurisdictions while providing clear, practical advice in a fast-moving environment.

More recently, Emma was Senior Legal Counsel at The Sanitarium Health Food Company, advising within a highly regulated FMCG environment where brand protection, intellectual property, marketing compliance, consumer law and commercial agreements are central to everyday business.

Emma managed the intellectual property and trade mark portfolio for some of Sanitarium's best-known brands, including Weet-Bix, UP&GO, So Good and The Alternative Dairy Co. This experience strengthened her understanding of how to protect and grow major consumer brands while balancing legal risk with commercial, marketing and brand objectives.

Emma has also worked with Global Creatures on major entertainment and production matters, including Moulin Rouge! The Musical. This provided hands-on experience across live entertainment, talent arrangements, production agreements, intellectual property and commercial negotiations.

More than legal advice.

What sets EL Creative Counsel apart is the perspective behind the advice — and the combination of experience, expertise and commercial understanding our team brings to every matter.

We understand that businesses don't operate in legal silos. A legal decision can affect a marketing campaign, a product launch, a brand strategy, a commercial opportunity or a creative project. The best legal advice therefore needs to understand not only what the law says, but what the business is trying to achieve.

That's why Emma and the EL Creative Counsel team take a practical, commercially minded approach to every matter. We work with clients to understand their objectives, identify the issues that genuinely matter and find solutions that protect their interests without unnecessarily standing in the way of opportunity.

Whether you're building a brand, protecting intellectual property, launching a product, negotiating a licensing arrangement, creating content, developing a marketing campaign or navigating a commercial agreement, our team brings the experience and perspective to help you move forward with confidence.

Where creative vision meets legal precision.

At EL Creative Counsel, we believe legal advice should do more than manage risk. It should protect ideas, strengthen brands, unlock opportunities and help businesses grow.

Our goal is to become a trusted legal partner to the businesses, brands and creators we work with — providing clear advice, commercial perspective and access to the right expertise when it matters.

Have an idea, opportunity or legal question you'd like to explore?

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