The 2014 Your Honor Awards program was generously sponsored by:
2014 Winners: Advertising — Campaign
Sullivan & Worcester LLP
"Social Media and Data Privacy Advertising Campaign"
Sullivan & Worcester worked with a design agency, Right Hat, LLC, to create an advertising campaign focusing on the potential legal needs of social media and data privacy practices. The ads, one targeting social media and the other discussing data breach security, ran in multiple print publications and multiple websites. Both the print and electronic ads drove traffic to S&W’s Web pages dedicated to these specific issues (www.sandw. com/socialmedia and www.sandw.com/databreach) and encouraged visitors to take quizzes to pinpoint their own potential risks. The Web pages themselves touch on S&W’s Privacy & Data Security Group accomplishments, while the quizzes cause introspection and show how these issues affect each visitor and are not to be ignored.
Cassels Brock & Blackwell LLP
"Cassels Brock Advertising Campaign — Mining Group"
Cassels Brock is recognized as a Tier 1 firm for mining law and a key firm within the global mining sector. Partners wanted the firm’s advertising to tell that story, but not to simply “blow their own horn.” By engaging the audience with smart copy, fresh design and a message that stood out — not only because it was different, but also because it was real — the advertising campaign would do just that.
Early in 2013, after a process that involved extensive research including audits, interviews and the development of several creative approaches, a steering committee of partners agreed on the tagline that has become the foundation of the firm’s ongoing marketing and advertising: “Cassels Brock. We know the drill.”
With attention-grabbing headlines, such as “We’ve launched more juniors than some maternity wards” (to advertise the junior and early-stage mining practice) and updated marketing materials, the voice and look of the mining group’s advertising amplified the message and helped build the brand. This fresh approach struck a chord internally and externally, generating enthusiastic support within the firm and favorable interest and comments from peers and clients.
The creation of Polsinelli’s new advertising strategy was a direct result of its renaming, rebranding and value proposition (brand strategy) initiative — a full-scale reinvention of the firm’s brand and marketing approach. Though Polsinelli had been recognized as a fastest-growing firm, it had not yet achieved a level of national brand awareness. The Polsinelli marketing team was charged with defining a strategy that differentiates the firm competitively and guides overall marketing. With a shortened name, everything related to the firm’s image was overhauled including logo, stationery, website, advertising, collateral materials, proposal documents and electronic newsletters.
The overarching goal was to build brand equity with the firm’s target audience of mid-market and national clients through unique assets that provide consistency across all marketing touch points and direction to attorney business development and new product/service innovation. Further, the team aimed to create an advertising strategy built around the firm’s messaging that aligns with the “real challenges. real answers.” positioning statement, conveying attorneys’ practical, business-minded approach.
Polsinelli advertisements fell into three categories:
- Firm advertisements — Demonstrating the value proposition via the articulation of one of the three pillars on which it is built.
- Practice advertisements — Demonstrating how the firm provided a “real answer” to a client’s “real challenge” in a matter-specific example illustrating one of the three pillars.
- Sponsorship advertisements — Drawing on the parallels between the value proposition and the firm’s mission/vision.