branding us law firms in london
DESCRIPTION
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
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
