A new brand campaign from international law firm Womble Bond Dickinson (WBD) cuts through the noise of the legal sector and reiterates the classic adage that people buy from people.
With UK firm Bond Dickinson’s combination with American firm Womble Carlyle Sandridge & Rice hitting the five-year mark, an opportune time arose to reflect on its branding and position within the market.
Underpinning the review was an extensive qualitative and quantitative research process involving client feedback to understand where the firm sits and core values shown by staff which formed the backbone of a new proposed strategy and brand campaign.
Long-standing clients value the firm’s consistency of teams who easily engage with clients and speak their language, along with its wide depth of skills and experience which stretch beyond just legal knowledge and allow for creative solutions.
Lee Grunnell, Chief Marketing Officer at Womble Bond Dickinson told The Professionals: “As a dynamic, growing firm it was important any campaign is relevant to both its internal and external audiences, focusing on a bold and creative campaign that stands out against similar looking and sounding marketing within the legal sector.
“Additionally, it is vital the campaign raises awareness in key growth areas of the firm, while repositioning the brand’s perception from a regional focus to one on an international scale – modernising its existing “A transatlantic firm close to home” tagline to one reflecting the current nature and future of the firm.”
Utilising the research to devise a bold and creative campaign reflecting the key points of difference WBD offers, it focused in on its strongest asset – its people.
The minimalistic adverts showcase the diverse range of backgrounds, experiences, and viewpoints within the firm using front and side profile shots of its people to illustrate its distinctive and alternative views aligning with the new tagline of “A point of view like no other”.
The campaign launched in major media outlets including the Times, Telegraph, and The Economist online and in print in November alongside a paid social media campaign on LinkedIn. Adverts will also be displayed on taxis in London and Edinburgh next year.
Womble Bond Dickinson is pleased to work with the brilliant team at McCann in the development and launch of the campaign.
