Branding US law firms in London

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Recent article in Legal Business (April 2013) confirms that leading US law firms are firmly back in growth mode in the City, and this trend is set to continue has firms continue to increase headcount to help grow their London office. London has strategic importance to US firms planning to develop their international and global footprint. But, most US firms do not have the same brand awareness nor profile as they do in their domestic markets. London is a highly concentrated and competitive market. There are over 100 US law firms in the City alone, when added to the list of UK and European firms each competing for high quality lawyers and clients, without a recognised and distinct brand profile, some US firms might find it harder to achieve their growth plans. We have worked for the London office of several US firms to help them address their London and UK profiles. Using our knowledge and experience of the creative market for legal firms in London and beyond, we have developed a series of high profile campaigns aimed at either laterals, graduates, clients and the London market in general. Clients include Baker & McKenzie, Cadwalder, K&L Gates, King & Spadling, Kirkland & Ellis, Hogan & Hartson and White & Case. The attached presentation showcases our creative solutions for four US firms; each reported a marked and positive increase in awareness and understanding following our brand building campaigns.

Transcript of Branding US law firms in London

Brand building for US law firmsin London

Introduction

Whether to clients, laterals, graduates or the legal market in

general, most US firms don’t enjoy the same levels of brand

awareness in London as they do in their own domestic markets.

This can be a barrier to firms wishing to grow in London and

beyond. We have worked for the London office of several US

firms to address this by developing brand awareness campaigns.

This presentation contains a selection of this work.

Our services

We help firms refresh and build brand awareness.

Advertising Annual reviews

Brand identity Graduate recruitmentInternal communications Lateral hire

Literature & event materials Onlinecommunications PowerPoint & proposal

design Web design & development

Projects

This presentation covers projects for the US firms:

• Baker & McKenzie

• Hogan & Hartson

• King & Spalding

• White & Case

Case Studies

Baker & McKenzie

Graduate recruitment campaign 2004/05

Objectives

• Express global dimensions of working

in London office

• Project ‘professional/city’ image

• Develop single creative theme

• Implement across brochure, website,

ads, graphic panels

• Do so by working within restrictive guidelines

Baker & McKenzie

CAMPAIGNABLE

IDEA

ETCBROCHURE WEBSITE ADVERTISING EXHIBITIONSTAND

NEWSLETTER

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Baker & McKenzie

Results

‘ Feedback has already been fantastic from both graduates and partners! Strongly positions us in the market. Your ideas hit the brief spot-on.’

Kate CalcuttGraduate Recruitment Manager

King & Spalding

Brand building campaign Objectives

• Raise profile to highly competitive

London market

• Support plans for growth

• Develop integrated offline

& online campaign

• Reflect brand identity

Are you like us?

Would you...

A. Climb over itB. Find a gate or a stile

Q

A It doesn’t matter... just don’t sit on it.Here at King & Spalding, we have firmopinions. We don’t um or ah, we comedown on one side or the other. If you tooprefer decisive action, you’re in tunewith our way of thinking.

www.kslaw.com

King & Spalding

Are you like us?

Q Which is the better route?

To us, both are valid. We move forwardwith a can-do attitude, finding a waythrough all obstacles. At the same time,we avoid short cuts that might lead to adrop in our high standards of service.Do you see things our way?

www.kslaw.com

A

A. B.

King & Spalding

Are you like us?

Which pair wouldbe the better fit?

A. B.

Q

Hopefully, you’d feel comfortable witheither pair. At King & Spalding we walkin our clients’ shoes, treating theirchallenges as our own. We think and say‘we’ not ‘you’. If you share this attitude,you might feel comfortable with us.

www.kslaw.com

A

King & Spalding

Are you like us?

Q

IIUUKK♥♥

What’s wrong with this tee shirt?

A. EverythingB. Nothing

As far as we’re concerned, there’s nothing wrong with it. We love New York,but we’re equally committed to Londonand our other 16 offices around theworld. If you’re attracted by this ‘One firm’ approach, you may well beattracted to us.

www.kslaw.com

A

King & Spalding

Online

Online

Hogan & Hartson

Lateral 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

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

www.soukiasjones.co.uk

False cover was used onLegal Week to launch thecampaign.

www.soukiasjones.co.uk

Hogan & Hartson

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

Hogan & Hartson

www.soukiasjones.co.uk

Hogan & Hartson

www.soukiasjones.co.uk

Hogan & Hartson

www.soukiasjones.co.uk

Banner ads wereused to help drivetraffic to the website.

www.soukiasjones.co.uk

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.

www.soukiasjones.co.uk

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

White & Case