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Tomorrow started yesterday – new ad campaign from CMS

Law firm CMS has launched a major new London tube station advertising campaign with the strapline ‘Tomorrow started yesterday. And so did we.’

It builds and reinforces the firm’s international brand promise of ‘Future Facing Law’. This means, the firm told The Professionals, being innovative, inclusive, and sustainable, but also anticipating clients’ future challenges and opportunities.  

Being future-facing has underpinned the CMS brand for a number of years and is now ramping up with more confident messaging. This can be seen in its recent ‘To be future-ready, it’s time to get the ball rolling’ video.

“Out-of-home advertising is not normally part of our standard marketing mix,” Bram Vaniorbeek, Head of Brand and Digital at CMS, said.

“However, an unknown company pulled out of its London Underground campaign at short notice, leaving media buyers with a large amount of unused poster space, which they offered to us at a significantly reduced rate.

“We took this opportunity to reinforce our brand positioning at some key Tube stations frequented by many of our clients including Bank, Moorgate, Liverpool Street, London Bridge, and Hammersmith.”

Vanoirbeek adds: “The message on the posters – ‘Tomorrow started yesterday. And so did we.’ – is a reference to the firm’s Future Facing mindset, that we have already started thinking about the future and that many of the developments of the future are rooted in what is happening today.”

The response has been overwhelmingly positive with the firm’s marketing and business development team surprised by the sheer number of people who have seen the posters on their daily commute.

Matt Baldwin
Matt Baldwin
Co-founder – Coast Communications

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