Brand building for law firms

transcript

Brand building advertising campaigns forlaw firms from Soukias Jones Design

Why this presentation

This presentation will be of interest to:

• National, International & Global law firms

• Marketing, Communications, Business Development & HR professionals

• Firms planning to:– build name and brand awareness to support

growth and recruitment plans– merge, and develop market awareness of the

newly merged firm– conduct practice area and sector campaigns

to support business development.

www.soukiasjones.co.uk

Introduction

The following presentation showcases ourexperience of creating brand building campaignsto help major law firms in the highly competitiveLondon market to build name and brandawareness, and support their plans to:

• Recruit high quality lawyers

• Grow the London practice and other key offices

• Develop a distinctive profile to the London legal market and other key jurisdictions

• Create a new profile following a merger

Projects

The presentation covers our work for:

• Cadwalader, Wickersham & Taft

• Hogan & Hartson

• Hogan Lovells

• Ince & Co

• White & Case

Capabilities

We provide the following expertise:

• Planning

• Media buying

• Creative development

• Creative implementation, print and online

• Project management

Cadwalader

Lateral hire recruitment campaign Objectives

• Support plans to grow the London office

• Raise brand profile: counter negative perceptions

• Express why ambitions lawyers still hungry for success should join the firm

• Project as progressive and personable firm

Our strategy

• Developed two month trade advertising campaign rotating ads across The Lawyer and Legal Week

• Developed teaser campaign using banner ads in the display section to entice readers to the main ads in the classified section

• Expressed the firm’s key brand attributes by creatively editing the appearance of the magazine’s paper for each advert.

Our solution

Cadwalader, Wickersham & Taft

The Lawyer appeared on14th February, it was tootempting, we re-designedthe Burning Ambition adto Burning Desire tomark the occasion.

Feel unsupported?If so, see page 25

Need the cutting edge?If so, see page 25

Burning desire?If so, see page 25

Banner ads were used totease readers to the mainads located in theclassified section.

BURNING AMBITION.

Some firms stifle ambition. Not at Cadwalader. We positively encourage and support ambition –as you’d expect from a firm that has always beena self-starter. Right now, we’re planning our nextstage of growth. Do you have the passion andenergy to help us make this happen?

If you’re a talented lawyer, with a minimum of twoyear’s experience, why not join our team. We’recurrently looking for lawyers in FinancialRestructuring, Project Finance, Energy Trading,Capital Markets, Real Estate Finance andLitigation and Corporate Law.

We have a highly envied client list. We offer atight-knit, friendly environment. And we promise adynamic mix of domestic and international work

with plenty of exciting opportunities and benefits.At Cadwalader, we can help rekindle yourprospects.

To find out more call Alison Smith on 020 7456 8500 or write to her at Cadwalader,Wickersham & Taft, 55 Gracechurch Street,London EC3V 0EE, quoting reference LW/1402.

Alternatively, for a confidential discussion pleasecontact our retained consultants Sarah Pike orJames O’Brian at Tully International, 121 SalisburyHouse, London Wall, London EC2M 5QQ or callthem on 020 7628 1828 or emaillondon@tullyrecruit.com

Example of the text usedin the campaign andtaken from the BurningAmbition ad.

Results

‘Refreshing creativity and professionalism–design consultation as it should be.’

Jane EvansMarketing & PR Manager

Hogan & Hartson

• Support ambitious plans to grow the London office

• Raise brand profile: had low profile in the London market

• Overcome the perception ‘just another US law firm’

• Project as progressive and personable firm

Our strategy

• Developed two month multi-media campaign using print ads and online

• Supplemented The Lawyer and Legal Week with advertisements on London Underground –first for US law firm

• Used false cover on Legal Week to launch the campaign – another first for US law firm

• Invited lawyers to ‘take a closer look’ at the firm using witty, intriguing images to express the firm’s key messages and personality.

Our solution

Hogan & Hartson

False cover was used onLegal Week to launch thecampaign.

Hogan & Hartson

Panel advertising atBank, St Paul’s, Moorgate and LiverpoolStreet stations.

Hogan & Hartson

Banner ads wereused to help drivetraffic to the website.

Hogan & Hartson

Example of the textused in the campaignand taken from theProfessional yetPersonable ad.

PROFESSIONAL.YET PERSONABLE.

Hogan & Hartson is a top 25 global law firmand growing fast in London. So, what is thesecret of our success? We understand thatclients want to work with people who becomean integral part of their business effort.People they can relate to. Dynamic,responsive, passionate people who love doingfirst class work for quality clients.

At Hogan & Hartson we encourage a workingenvironment that is open, friendly andcollaborative – we find it more professional.

To find out more about opportunities at Hogan & Hartson, email us at careers@hhlaw.com.

Take a closer look.

Hogan & Hartson

Results

• The campaign was voted Recruitment Campaign of 2007 at Legal Marketing Awards.

• Beat off competition from bigger firms Burges Salmon, Clifford Chance, Linklaters & Wragge & Co.

Hogan & Hartson

Results

‘Launched on 14th September, the firm has beeninundated by positive responses, already helped with recruitment; even clients have commentedfavourably. Lawyers and staff alike are said to love the campaign! ’

Amanda AitkenEuropean Marketing Manager

Hogan Lovells

Global launch advertising campaign Objectives

To coincide with official merger on 1st May

• Remind the legal market of the merger

• Support internal comms. to engender pride & excitement

• Set the tone for future brand development activities

Our strategy

• Developed media plan to create awareness to key jurisdictions – US, UK, France, Germany and Asia

• Created integrated online and offline campaign to key legal titles, and to appear in-and-around the launch date of 1st May

• Developed single ad execution to express ‘why Hogan Lovells’ in a changing business world.

Hogan Lovells

Hogan Lovells Because the world is changingIt’s a different world. New principles are in play. Established ideas are being replaced. Here at Hogan Lovells, we’re on top of these changes. We’ve created a new global firm with truly international reach and a range of high quality capabilities. We’re well placed to help clients thrive in this rapidly changing world.

www.hoganlovells.com A new kind of international law firm

Hogan Lovells (the “firm”) refers to the international legal practice comprising Hogan Lovells International LLP, Hogan Lovells US LLP, Hogan Lovells Worldwide Group (a Swiss Verein), and their affiliated businesses, each of which is a separate legal entity. Hogan Lovells International LLP is a limited liability partnership registered in England and Wales with registered number OC323639. Registered office and principal place of business: Atlantic House, Holborn Viaduct, London EC1A 2FG. Hogan Lovells US LLP is a limited liability partnership registered in the District of Columbia.The word “partner” is used to refer to a member of Hogan Lovells International LLP or a partner of Hogan Lovells US LLP, or an employee or consultant with equivalent standing and qualifications, and to a partner, member, employee or consultant in any of their affiliated businesses who has equivalent standing. Rankings and quotes from legal directories and other sources may refer to the former firms of Hogan & Hartson LLP and Lovells LLP. Where case studies are included, results achieved do not guarantee similar outcomes for other clients. New York State Notice: Attorney Advertising. © Hogan Lovells 2010. All rights reserved.Rubik’s Cube ® used by permission of Seven Towns Ltd. www.rubiks.com

Hogan Lovells

Body text usedin the advert.

HOGAN LOVELLSBECAUSE THE WORLD IS CHANGING

It’s a different world. New principles arein play. Established ideas are beingreplaced. Here at Hogan Lovells, we’reon top of these changes. We’ve created anew global firm with truly internationalreach and a range of high qualitycapabilities. We’re well placed to helpclients thrive in this rapidly changingworld.

www.hoganlovells.comA new kind of international law firm

Hogan Lovells

Results

‘ I’ve been meaning to drop you a line to say thank youfor all your good work on this project. I was reallypleased with the ideas you came up with, particularlygiven the timetable.’

Serena SimmonsBusiness Development Director

Ince & Co

• Support the firm’s strategy to grow key practice areas

• Counter perceptions:– conservative and traditional– only does shipping work– only works in the UK

• Express the opportunities for ambitious lawyers

Our strategy

• Developed the approach of using trade ads to entice lawyers to bespoke recruitment microsite

• Developed two month campaign to advertise specific roles across The Lawyer and Legal Week

• For lawyers stuck in rut, unable to fulfil their potential, positioned Ince & Co as the firm where they could re-kindle their ambitions, harness their potential.

Our solution

Ince & Co

If you thinkoutside the box, how come you’restill stuck in it?

Ship Finance, London 3+ years PQEAviation Finance, London and Dubai 2+ years PQEHowever talented you are, it’s all too easy to find yourself pigeonholed. But at Ince & Co, we believe in givingexceptional people the chance to shine. That’s why our lawyers have the opportunity to work in different areasincluding aviation and shipping, corporate and commercial, and insurance and reinsurance.

Currently, our ship and aviation finance practices are growing fast, and we’re looking for non-contentious financelawyers to help us build on that success.

Rather than put people in boxes, we hand-pick those with the most appropriate skills to make a real difference.We’ll stretch you to the full, and give you every opportunity to realise your potential. Our work is predominantlyinternational: we have nine offices across eight countries.

Do well, and you’ll go forward. That’s how we work. No rigid hierarchies, no tramlines. For the best performers,partner status is an attainable goal, not a pipe dream.

Of course, not all law firms work this way. But for us, it’s the only way.

For a confidential discussion about these roles, please contact Christian Mahood at Taylor Root on 020 7415 2828, or email christianmahood@taylorroot.com.

www.incelaw.com

Ince & Co

If the sky’s the limit, why do you keepbumping against the ceiling?Insurance & Reinsurance Dispute LawyerLondon 2+ years PQE Even when you’re talented enough to get to the top, it’s easy to find yourself stuck somewhere in themiddle. But at Ince & Co, we believe in giving exceptional people the chance to shine.

That’s why our lawyers have the opportunity to work in different areas, including insurance andreinsurance disputes, aviation, shipping and corporate and commercial.

Currently, our insurance and reinsurance teams are growing fast, and we’re looking for dispute lawyersto help us build on our success.

Here, you’ll find there’s no limit on how far you can go. You’ll have the opportunity to work on avariety of cases, and we’ll stretch you to the full, giving you every opportunity to realise your potential.Our work is predominantly international: we have nine offices across seven countries.

Do well, and you’ll go forward. That’s how we work. No rigid hierarchies, no tramlines. For the bestperformers, partner status is an attainable goal, not a pipe dream.

For a confidential discussion about this role, please contact Christian Mahood at Taylor Root on 020 7415 2828, or email christianmahood@taylorroot.com.

For more information, visit www.ince.taylorroot.com

Ince & Co

If you’re alwaysin the samenarrow field,how can youbroaden yourhorizons?Corporate Commercial LawyersLondon 2+ years PQE For lawyers with wide-ranging talents, ploughing the same furrow can soon feel like being in a rut. But at Ince & Co, we believe in giving exceptional people the chance to shine.

That’s why our lawyers have the opportunity to work in different areas, including corporatecommercial, aviation, shipping, energy and insurance and reinsurance.

As our business and finance practice continues to grow, we’re looking for corporatecommercial lawyers to help us build on our success.

Rather than clip your wings, we’ll let you spread them. You’ll work on a variety of cases thatwill stretch you to the full, giving you every opportunity to realise your potential. Our work ispredominantly international: we have nine offices across seven countries.

Do well, and you’ll go forward. That’s how we work. No rigid hierarchies, no tramlines. For the best performers, partner status is an attainable goal, not a pipe dream.

Ince & Co

If you’re more than acorporate robot,why do you feellike a cog in themachine?Corporate Commercial LawyersLondon 2+ years PQE For lawyers with wide-ranging talents, ploughing the same furrow can soon feel like being in a rut. But at Ince & Co, we believe in giving exceptional people the chance to shine.

That’s why our lawyers have the opportunity to work in different areas, including corporatecommercial, aviation, shipping, energy and insurance and reinsurance.

As our business and finance practice continues to grow, we’re looking for corporatecommercial lawyers to help us build on our success.

Rather than clip your wings, we’ll let you spread them. You’ll work on a variety of cases thatwill stretch you to the full, giving you every opportunity to realise your potential. Our work ispredominantly international: we have nine offices across seven countries.

Do well, and you’ll go forward. That’s how we work. No rigid hierarchies, no tramlines. For the best performers, partner status is an attainable goal, not a pipe dream.

Ince & Co

Microsite was used togive fuller informationon why join Ince & Co.

Ince & Co

Example of the textused in the campaignand taken from the ‘Ifyou think outside thebox’ ad.

IF YOU THINK OUTSIDE THE BOX,HOW COME YOU'RE STILL STUCK IN IT?

Ship Finance, London 3+ years PQE Aviation Finance,London and Dubai 2+ years PQE

However talented you are, it’s all too easy to findyourself pigeonholed. But at Ince & Co, we believe ingiving exceptional people the chance to shine. That’swhy our lawyers have the opportunity to work indifferent areas including aviation and shipping,corporate and commercial, and insurance andreinsurance.

Currently, our ship and aviation finance practices aregrowing fast, and we’re looking for non-contentiousfinance lawyers to help us build on that success.

Rather than put people in boxes, we hand-pick thosewith the most appropriate skills to make a realdifference. We’ll stretch you to the full, and give youevery opportunity to realise your potential. Our work ispredominantly international: we have nine officesacross eight countries.

Do well, and you’ll go forward. That’s how we work. Norigid hierarchies, no tramlines. For the best performers,partner status is an attainable goal, not a pipe dream.

Of course, not all law firms work this way. But for us,it’s the only way.

For a confidential discussion about these roles, pleasecontact Christian Mahood at Taylor Root on 020 74152828, or email christianmahood@taylorroot.com.

Ince & Co

Results

‘ Been really impressed by quality of candidates,considering other firms also advertised, yourcreativity certainly helped our messages getstandout and pull candidates towards us.’

Claire KendallRecruitment Manager, Ince & Co

White & Case

• Support the firm’s strategy to grow the London office

• Raise brand profile: had low profile in the London market

• Overcome conservative and traditional image

• Express the opportunities for progressive lawyers

Our strategy

• Developed three month trade advertising campaign rotating ads across The Lawyer, Legal Week and FT

• Used combination of brand building display ads and classified ads to achieve maximum impact

• Individualism was a strong theme and key attraction for why lawyers join the firm. This was brought to life by showcasing famous people known for their own brand of individualism.

Our solution

White & Case

Applied the Make aDifference theme toclassified ads.

White & Case

Example of the text usedin the campaign andtaken from the JacquesCousteau ad.

ONE PERSON CAN MAKE A DIFFERENCE

Jacques Cousteau was a visionary. He recognisedthe ocean’s value and led a dedicated team ofmarine conservationists to promote and protect it.

At White & Case we need people who can displaysimilar qualities on dry land. We need people at alllevels to join the 13 new partners and 39 newassociates we’ve taken on since May last year. Intheir own way, like Jacques, each is both anindividual and a team player. The work ischallenging. Our clients include many of theworld’s major financial institutions, corporationsand governments.

At the moment, at least 20 of our 40 offices arelooking for UK lawyers to work on secondmentfrom London or to fill permanent positions. If youhave the vision to recognise the potential, comeand join our crew.

For a confidential discussion, please contact ourretained consultant Lucy Hartley on 020 75209619 or at lucyhartley@dialpipex.com or at TheBloomsbury Group, 1 Southampton Street,London WC2R 0LR.

White & CaseOne law firm around the world

White & Case

Results

‘Your work was inspirational, it certainly madea big impact in the way our audiences saw usand in our efforts to grow the London office.’

Colin PotterSenior Partner

Ingredients for creating distinctive campaigns

• Aim to be original to overcome the noise of blandness in the market

• Agree creative brief. Ensure everyone signs it off and signs up to it

• Don’t constrain creativity. Guidelines are ok for functional template driven work, not for persuasive campaigns

• Stick clear of clichés both images and words. No images of buildings, cities, people shaking hands, etc, and the overused Global / Local copylines

• Be innovative with your creatives as well as your choice of media

• Keep project team to small inner circle. Share around once campaign is agreed otherwise creativity will suffer from the ‘too many cooks’ syndrome

• Be a champion; sell the ideas internally, show partners the light, guide them through

• Have stamina; don’t suffer from initiative fatigue. Takes time to build a distinctive profile

• Use team of experts. Internal resources or branding agencies don’t necessary have the skill set to develop hard-hitting campaigns

Push the boundaries. Be brave!

Soukias Jones Design

Whether firms are targeting clients, prospects,laterals, graduates or staff, we use creativityboth online and offline to help create clear anddistinctive brand communications.

For further information, please contact:

Grahame Jones on 020 7307 9752 or grahame@soukiasjones.co.uk