This award went to the most innovative, creative and inspiring business development campaign executed by a law firm or in-house legal department. The winning entry had to identify the objectives, outline campaign elements, explain how the campaign was integrated into the wider marketing and business development of the law firm or in-house legal team, describe the rollout of associated marketing activity, and quantify measurable results. This award was open to all in the legal sector.
The judges were very impressed by Taylor Wessing's highly innovative approach across the full mix of marketing activities. It was an impressive example of integrated marketing and business development, from initial research through to launch and execution, and the work is already being used to develop new business for the firm. Taylor Wessing integrated marketing and business development through the launch of a Global Intellectual Property Index, a statistical comparison of intellectual property protection and enforcement across 22 economies.
Walker Morris was quick to recognise the impact of revised chemical manufacturingregulations by developing a niche Chemicals and Lifescience Group to offer clientshigh value-added services. Promoted via through-the-line marketing activity based onextensive research and strategic alliances with key industry associations, this initiativehas created extensive business development with new clients gained across the UKand overseas.
KCC Legal, the in-house legal team at Kent County Council, has demonstrated anentrepreneurial spirit by offering consultancy services to other local authority legaldepartments. This business development has gained 25 per cent of new business fromexternal clients amounting to £1m of additional revenue.
Pannone’s Connect2Law referrals and support network for law firms across the UK nowhas around 1,200 member firms providing legal and financial referrals through to theirhub firm. As a result, Pannone has generated £3m additional income this year supportedwith marketing via e-shots, special interest groups meetings, and search engineoptimisation work across member firms.
Phillips Solicitors developed a joint venture with television property developer SarahBeeny entitled Completing Chains. Launched within the tough conveyancing market,this innovative web-based scheme has already received extensive media coverage andhas been supported by webinars and collaborative working with estate agents and localsuppliers throughout Hampshire, Surrey and London.
To promote the launch of its new offices in Southampton, Thomas Eggar developed astrategic campaign entitled Coming Soon - Ambitious in Law, Ambitious in Life. Thecampaign featured creative, innovative artwork which took solicitors out from behindtheir desks to be the faces of the advertisements. The campaign was rolled out acrossadvertising, billboards, direct mail and also across business development initiativeswithin the firm.