Brand building for law firms
 

Brand building for law firms

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With so much competition and perceived sameness, developing a distinct profile is important in helping firms attract quality professionals and grow their practices especially as the drive towards ...

With so much competition and perceived sameness, developing a distinct profile is important in helping firms attract quality professionals and grow their practices especially as the drive towards market consolidation and globalisation continues to develop.

For 13 years Soukias Jones Design has been working for leading US, UK and International firms to develop alternative ways to the bland cliched communications that litter the market. We see things differently. We push the boundaries. We encourage clients to do so. The attached presentation showcases our approach in creating brand building campaigns for several UK and US firms. Whether firms are targeting clients, prospects, laterals, graduates or staff, we use creativity to create clear and distinctive communications.

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    Brand building for law firms Brand building for law firms Presentation Transcript

    • Brand building advertising campaigns forlaw firms from Soukias Jones Design
    • Why this presentationThis 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
    • IntroductionThe 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 www.soukiasjones.co.uk
    • ProjectsThe presentation covers our work for:• Cadwalader, Wickersham & Taft• Hogan & Hartson• Hogan Lovells• Ince & Co• White & Case www.soukiasjones.co.uk
    • CapabilitiesWe provide the following expertise:• Planning• Media buying• Creative development• Creative implementation, print and online• Project management www.soukiasjones.co.uk
    • CadwaladerLateral 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 www.soukiasjones.co.uk
    • 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. www.soukiasjones.co.uk
    • Our solution www.soukiasjones.co.uk
    • Cadwalader, Wickersham & Taft www.soukiasjones.co.uk
    • Cadwalader, Wickersham & Taft www.soukiasjones.co.uk
    • Cadwalader, Wickersham & Taft www.soukiasjones.co.uk
    • Cadwalader, Wickersham & Taft The Lawyer appeared on 14th February, it was too tempting, we re-designed the Burning Ambition ad to Burning Desire to mark the occasion. www.soukiasjones.co.uk
    • Cadwalader, Wickersham & Taft Feel unsupported? Need the cutting edge? If so, see page 25 If so, see page 25 n n Burning desire? If so, see page 25 Banner ads were used to tease readers to the main ads located in the classified section. www.soukiasjones.co.uk
    • Cadwalader, Wickersham & TaftBURNING AMBITION. with plenty of exciting opportunities and benefits. At Cadwalader, we can help rekindle yourSome firms stifle ambition. Not at Cadwalader. prospects.We positively encourage and support ambition –as you’d expect from a firm that has always been To find out more call Alison Smith ona self-starter. Right now, we’re planning our next 020 7456 8500 or write to her at Cadwalader,stage of growth. Do you have the passion and Wickersham & Taft, 55 Gracechurch Street,energy to help us make this happen? London EC3V 0EE, quoting reference LW/1402.If you’re a talented lawyer, with a minimum of two Alternatively, for a confidential discussion pleaseyear’s experience, why not join our team. We’re contact our retained consultants Sarah Pike orcurrently looking for lawyers in Financial James O’Brian at Tully International, 121 SalisburyRestructuring, Project Finance, Energy Trading, House, London Wall, London EC2M 5QQ or callCapital Markets, Real Estate Finance and them on 020 7628 1828 or emailLitigation and Corporate Law. london@tullyrecruit.comWe have a highly envied client list. We offer atight-knit, friendly environment. And we promise adynamic mix of domestic and international work Example of the text used in the campaign and taken from the Burning Ambition ad. www.soukiasjones.co.uk
    • Cadwalader, Wickersham & Taft Results‘Refreshing creativity and professionalism – design consultation as it should be.’ Jane Evans Marketing & PR Manager www.soukiasjones.co.uk
    • Hogan & HartsonLateral hire recruitment campaign Objectives • 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 www.soukiasjones.co.uk
    • 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. www.soukiasjones.co.uk
    • Our solution www.soukiasjones.co.uk
    • Hogan & Hartson www.soukiasjones.co.uk
    • Hogan & Hartson www.soukiasjones.co.uk
    • Hogan & Hartson www.soukiasjones.co.uk
    • Hogan & Hartson www.soukiasjones.co.uk
    • Hogan & Hartson False cover was used on Legal Week to launch the campaign. www.soukiasjones.co.uk
    • Hogan & Hartson Panel advertising at Bank, St Paul’s, Moorgate and Liverpool Street stations. www.soukiasjones.co.uk
    • Hogan & Hartson www.soukiasjones.co.uk
    • Hogan & Hartson www.soukiasjones.co.uk
    • Hogan & Hartson Banner ads were used to help drive traffic to the website. www.soukiasjones.co.uk
    • Hogan & HartsonPROFESSIONAL.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. Example of the text used in the campaignTake a closer look. and taken from the Professional yet Personable ad. www.soukiasjones.co.uk
    • Hogan & HartsonResults• 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. www.soukiasjones.co.uk
    • Hogan & HartsonResults‘Launched on 14th September, the firm has been inundated by positive responses, already helped with recruitment; even clients have commented favourably. Lawyers and staff alike are said to love the campaign! ’ Amanda Aitken European Marketing Manager www.soukiasjones.co.uk
    • Hogan LovellsGlobal 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 www.soukiasjones.co.uk
    • 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. www.soukiasjones.co.uk
    • Hogan Lovells Hogan Lovells Because the world is changing It’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 www.soukiasjones.co.uk
    • Hogan Lovells www.soukiasjones.co.uk
    • Hogan LovellsHOGAN LOVELLSBECAUSE THE WORLDIS CHANGINGIt’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 Body text used in the advert. www.soukiasjones.co.uk
    • Hogan Lovells Results‘ I’ve been meaning to drop you a line to say thank you for all your good work on this project. I was really pleased with the ideas you came up with, particularly given the timetable.’ Serena Simmons Business Development Director www.soukiasjones.co.uk
    • Ince & CoLateral hire recruitment campaign Objectives • 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 www.soukiasjones.co.uk
    • 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. www.soukiasjones.co.uk
    • Our solution www.soukiasjones.co.uk
    • Ince & Co 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 find yourself pigeonholed. 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 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 finance lawyers 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 predominantly international: 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 DUBAI | HAMBURG | HONG KONG | LE HAVRE | LONDON | PARIS | PIRAEUS | SHANGHAI | SINGAPORE www.soukiasjones.co.uk
    • Ince & Co If the sky’s the limit, why do you keep bumping against the ceiling? Insurance & Reinsurance Dispute Lawyer London 2+ years PQE Even when you’re talented enough to get to the top, it’s easy to find yourself stuck somewhere in the middle. 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 and reinsurance disputes, aviation, shipping and corporate and commercial. Currently, our insurance and reinsurance teams are growing fast, and we’re looking for dispute lawyers to 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 a variety 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 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 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 DUBAI | HAMBURG | HONG KONG | LE HAVRE | LONDON | PARIS | PIRAEUS | SHANGHAI | SINGAPORE www.soukiasjones.co.uk
    • Ince & Co If you’re always in the same narrow field, how can you broaden your horizons? Corporate Commercial Lawyers London 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 corporate commercial, aviation, shipping, energy and insurance and reinsurance. As our business and finance practice continues to grow, we’re looking for corporate commercial 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 that will 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 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 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 DUBAI | HAMBURG | HONG KONG | LE HAVRE | LONDON | PARIS | PIRAEUS | SHANGHAI | SINGAPORE www.soukiasjones.co.uk
    • Ince & Co If you’re more than a corporate robot, why do you feel like a cog in the machine? Corporate Commercial Lawyers London 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 corporate commercial, aviation, shipping, energy and insurance and reinsurance. As our business and finance practice continues to grow, we’re looking for corporate commercial 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 that will 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 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 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 DUBAI | HAMBURG | HONG KONG | LE HAVRE | LONDON | PARIS | PIRAEUS | SHANGHAI | SINGAPORE www.soukiasjones.co.uk
    • Ince & Co Microsite was used to give fuller information on why join Ince & Co. www.soukiasjones.co.uk
    • Ince & CoIF YOU THINK OUTSIDE THE BOX, Rather than put people in boxes, we hand-pick thoseHOW COME YOURE STILL STUCK IN IT? with the most appropriate skills to make a real difference. We’ll stretch you to the full, and give youShip Finance, London 3+ years PQE Aviation Finance, every opportunity to realise your potential. Our work isLondon and Dubai 2+ years PQE predominantly international: we have nine offices across eight countries.However talented you are, it’s all too easy to findyourself pigeonholed. But at Ince & Co, we believe in Do well, and you’ll go forward. That’s how we work. Nogiving exceptional people the chance to shine. That’s rigid hierarchies, no tramlines. For the best performers,why our lawyers have the opportunity to work in partner status is an attainable goal, not a pipe dream.different areas including aviation and shipping,corporate and commercial, and insurance and Of course, not all law firms work this way. But for us,reinsurance. it’s the only way.Currently, our ship and aviation finance practices are For a confidential discussion about these roles, pleasegrowing fast, and we’re looking for non-contentious contact Christian Mahood at Taylor Root on 020 7415finance lawyers to help us build on that success. 2828, or email christianmahood@taylorroot.com. Example of the text used in the campaign and taken from the ‘If you think outside the box’ ad. www.soukiasjones.co.uk
    • Ince & CoResults‘ Been really impressed by quality of candidates, considering other firms also advertised, your creativity certainly helped our messages get standout and pull candidates towards us.’Claire KendallRecruitment Manager, Ince & Co www.soukiasjones.co.uk
    • White & CaseLateral hire recruitment campaign Objectives • 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 www.soukiasjones.co.uk
    • 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. www.soukiasjones.co.uk
    • Our solution www.soukiasjones.co.uk
    • White & Case www.soukiasjones.co.uk
    • White & Case www.soukiasjones.co.uk
    • White & Case www.soukiasjones.co.uk
    • White & Case www.soukiasjones.co.uk
    • White & Case www.soukiasjones.co.uk
    • White & Case Applied the Make a Difference theme to classified ads. www.soukiasjones.co.uk
    • White & CaseONE PERSON CAN MAKE At the moment, at least 20 of our 40 offices are looking for UK lawyers to work on secondmentA DIFFERENCE from London or to fill permanent positions. If you have the vision to recognise the potential, comeJacques Cousteau was a visionary. He recognised and join our crew.the ocean’s value and led a dedicated team ofmarine conservationists to promote and protect it. For a confidential discussion, please contact our retained consultant Lucy Hartley on 020 7520At White & Case we need people who can display 9619 or at lucyhartley@dialpipex.com or at Thesimilar qualities on dry land. We need people at all Bloomsbury Group, 1 Southampton Street,levels to join the 13 new partners and 39 new London WC2R 0LR.associates we’ve taken on since May last year. Intheir own way, like Jacques, each is both an White & Caseindividual and a team player. The work is One law firm around the worldchallenging. Our clients include many of theworld’s major financial institutions, corporationsand governments. Example of the text used in the campaign and taken from the Jacques Cousteau ad. www.soukiasjones.co.uk
    • White & CaseResults‘Your work was inspirational, it certainly made a big impact in the way our audiences saw us and in our efforts to grow the London office.’Colin PotterSenior Partner www.soukiasjones.co.uk
    • TipsIngredients 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 www.soukiasjones.co.uk
    • Tips• 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 campaignsPush the boundaries. Be brave! www.soukiasjones.co.uk
    • Soukias Jones DesignWhether 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 9752or grahame@soukiasjones.co.uk www.soukiasjones.co.uk