Brand building for law firms

Brand building advertising campaigns for
law 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 our
experience of creating brand building campaigns
to help major law firms in the highly competitive
London market to build name and brand
awareness, 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 on
14th February, it was too
tempting, we re-designed
the Burning Ambition ad
to Burning Desire to
mark the occasion.



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.



BURNING AMBITION. with plenty of exciting opportunities and benefits.
At Cadwalader, we can help rekindle your
Some 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 on
a 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 please
year’s experience, why not join our team. We’re contact our retained consultants Sarah Pike or
currently looking for lawyers in Financial James O’Brian at Tully International, 121 Salisbury
Restructuring, Project Finance, Energy Trading, House, London Wall, London EC2M 5QQ or call
Capital Markets, Real Estate Finance and them on 020 7628 1828 or email
Litigation and Corporate Law. london@tullyrecruit.com

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

Example of the text used
in the campaign and
taken from the Burning
Ambition ad.



Results
‘Refreshing creativity and professionalism
– design consultation as it should be.’
Jane Evans
Marketing & 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.


Hogan & Hartson


Hogan & Hartson

False cover was used on
Legal Week to launch the
campaign.


Hogan & Hartson

Panel advertising at
Bank, St Paul’s,
Moorgate and Liverpool
Street stations.


Hogan & Hartson

Banner ads were
used to help drive
traffic to the website.


Hogan & Hartson

PROFESSIONAL.
YET PERSONABLE.
Hogan & Hartson is a top 25 global law firm
and growing fast in London. So, what is the
secret of our success? We understand that
clients want to work with people who become
an integral part of their business effort.
People they can relate to. Dynamic,
responsive, passionate people who love doing
first class work for quality clients.

At Hogan & Hartson we encourage a working
environment that is open, friendly and
collaborative – 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 campaign
Take a closer look. and taken from the
Professional yet
Personable ad.


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 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


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 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


Hogan Lovells


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

Body text used
in the advert.


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


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.


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


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.


For a confidential discussion about this role, please contact Christian Mahood at Taylor Root

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



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.






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.






Ince & Co

Microsite was used to
give fuller information
on why join Ince & Co.


Ince & Co

IF YOU THINK OUTSIDE THE BOX, Rather than put people in boxes, we hand-pick those
HOW COME YOU'RE STILL STUCK IN IT? with the most appropriate skills to make a real
difference. We’ll stretch you to the full, and give you
Ship Finance, London 3+ years PQE Aviation Finance, every opportunity to realise your potential. Our work is
London and Dubai 2+ years PQE predominantly international: we have nine offices
across eight countries.
However talented you are, it’s all too easy to find
yourself pigeonholed. But at Ince & Co, we believe in Do well, and you’ll go forward. That’s how we work. No
giving 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, please
growing fast, and we’re looking for non-contentious contact Christian Mahood at Taylor Root on 020 7415
finance 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.


Ince & Co

Results

‘ 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 Kendall
Recruitment 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.


White & Case


White & Case

Applied the Make a
Difference theme to
classified ads.


White & Case

ONE PERSON CAN MAKE At the moment, at least 20 of our 40 offices are
looking for UK lawyers to work on secondment
A DIFFERENCE from London or to fill permanent positions. If you
have the vision to recognise the potential, come
Jacques Cousteau was a visionary. He recognised
and join our crew.
the ocean’s value and led a dedicated team of
marine conservationists to promote and protect it.
For a confidential discussion, please contact our
retained consultant Lucy Hartley on 020 7520
At White & Case we need people who can display
9619 or at lucyhartley@dialpipex.com or at The
similar 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. In
their own way, like Jacques, each is both an
White & Case
individual and a team player. The work is
One law firm around the world
challenging. Our clients include many of the
world’s major financial institutions, corporations
and governments.

Example of the text used
in the campaign and
taken from the Jacques
Cousteau ad.


White & Case

Results

‘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 Potter
Senior Partner


Tips

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


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 campaigns

Push the boundaries. Be brave!


Soukias Jones Design

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

For further information, please contact:
Grahame Jones on 020 7307 9752
or grahame@soukiasjones.co.uk


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