Second Place
Miles & Stockbridge P.C. — We make sure you’re ready. Before you even realize you need to be. 

Miles & Stockbridge developed and adopted a new mission, vision and strategic plan that demonstrated a renewed and vigorous commitment to client service and workplace culture. The advertising campaign message, “We make sure you’re ready. Before you even realize you need to be.” helped carry these forward. The campaign tag line, “Deep Relationships. Forward Thinking. And Not Just One Lawyer, A Team. So You Can Be Prepared. For Whatever Comes At You.” extended the message reach to colleagues and potential hires about the firm's unique culture.

Through research, the firm realized that there was a lack of presence and visible leadership. In response, they implemented a program to aggressively repositioned themselves and instituted a formal client satisfaction interview program. The firm has learned that clients value an ability to stay one step ahead, and to demonstrate a deep understanding of their businesses and industries. Clients also like when the firm they’ve chosen is visible and known to others.

Images of unsuspecting executives being handed a hat with birds perching overhead, an umbrella with storm clouds rolling in and a red cape with a bull entering the picture were simple, sophisticated and humorous. The campaign ran in The Baltimore Business Journal, The Washington Business Journal and The Wall Street Journal/Regional Edition to target senior executives and in-house counsel in mid-sized businesses and local corporate headquarters — the heart of the client and prospect base.

Summary of Outcomes

The firm raised overall visibility and met the key marketing goal: That brand perception is increasingly identified with “trusted advisor.” Additionally, the firm received extensive positive feedback during client interviews. After the campaign launched, the firm’s Chairman received congratulatory calls from the Chairmen of three competitive firms. One of lawyers reported that a CEO and top firm prospect called for the very same reason. The American City Business Journals’ national advertising director uses this campaign as a successful example.  

Third Place
Littler Mendelson with Right Hat LLC — Littler "Objects"

Littler Mendelson has long been known for its exclusive focus on employment and labor law. With other firms making significant inroads in this area, they wanted to solidify their image as the go-to firm in the field and to expand the perception of their offerings by featuring stressed specific firm strengths.

Each ad in the campaign was given its own unique subject matter like class-action lawsuits, global employee migration and diversity. An arresting headline carried the main subject of each ad — strong enough to eliminate the need for more than a few sentences of body copy. Headlines were paired with visual elements consisting of a common “object” found in a typical business environment.

The ad format was strict enough to maintain the same look and feel across multiple ads, but flexible enough to accommodate a wide range of messages. Distinctive features were: a brightly-colored background for each ad, ample “white” space (not actually white) so that each element would stand out and the “object” mentioned above.

Summary of Outcomes

While print ad campaign results are difficult to quantify, and while the true test of such a campaign can only be evaluated over the long term, an abundance of anecdotal evidence suggests that the campaign justified its investment. Feedback from both external and internal sources was positive, and the firm has decided to expand the campaign into 2010 and (possibly) beyond.

Honorable Mention
Prince Lobel Glovsky & Tye with Right Hat LLC — Prince Lobel

The goal of the Prince Lobel exhibits campaign was to increase firm awareness among closely held companies, many of which were not likely to have large (or any) in-house legal departments.

Each ad was based on an “exhibit” — an unexpected visual serving as a springboard to the point. Each ad carried a double headline, the two parts joined by an “or” conjunction. The first part gave a title to the exhibit; the second part elaborated on its significance in conducting business for the client.

In the cluttered editorial environments where the ads ran, this campaign stood out. Arresting visuals, tart headlines and the “tell-it-like-it-is” body copy made these ads jump off the pages, and even grabbed the attention of the most casually interested reader.

Summary of Outcomes

While no tracking studies were conducted, either pre- or post-campaign, reports from interested parties including business development personnel, have been overwhelmingly positive among clients, employees and prospects alike. Traffic to the firm's Web site increased 20% since the start of the campaign.