Excellence in Marketing & Business Development 2008
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.
Winner: Taylor Wessing
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.
Highly commended: Walker Morris
Walker Morris was quick to recognise the impact of revised chemical manufacturing
regulations by developing a niche Chemicals and Lifescience Group to offer clients
high value-added services. Promoted via through-the-line marketing activity based on
extensive research and strategic alliances with key industry associations, this initiative
has created extensive business development with new clients gained across the UK
and overseas.
Shortlisted: Kent County Council
KCC Legal, the in-house legal team at Kent County Council, has demonstrated an
entrepreneurial spirit by offering consultancy services to other local authority legal
departments. This business development has gained 25 per cent of new business from
external clients amounting to £1m of additional revenue.
Shortlisted: Pannone LLP
Pannone’s Connect2Law referrals and support network for law firms across the UK now
has around 1,200 member firms providing legal and financial referrals through to their
hub firm. As a result, Pannone has generated £3m additional income this year supported
with marketing via e-shots, special interest groups meetings, and search engine
optimisation work across member firms.
Shortlisted: Phillips Solicitors
Phillips Solicitors developed a joint venture with television property developer Sarah
Beeny entitled Completing Chains. Launched within the tough conveyancing market,
this innovative web-based scheme has already received extensive media coverage and
has been supported by webinars and collaborative working with estate agents and local
suppliers throughout Hampshire, Surrey and London.
Shortlisted: Thomas Eggar LLP
To promote the launch of its new offices in Southampton, Thomas Eggar developed a
strategic campaign entitled Coming Soon - Ambitious in Law, Ambitious in Life. The
campaign featured creative, innovative artwork which took solicitors out from behind
their desks to be the faces of the advertisements. The campaign was rolled out across
advertising, billboards, direct mail and also across business development initiatives
within the firm.