Mishcon de Reya is not the biggest law firm, but it is arguably one of the best. Over the past ten years it has more than doubled in size and in 2017 it was named UK Law Firm of The Year. But with consultancies expanding their offerings and the rise of technologies such as AI, Mishcon – alongside the rest of the legal sector – was facing unprecedented disruption.
Against this backdrop, the Managing Partner set out a 10-year vision to drive the business forward and remain competitive. And whilst Marketing had done a great job of building the brand, communications had historically been very product focused; WHAT they did and HOW they lawyered, not WHY.
Our opportunity was to use Purpose – their WHY – as a means to unify all of the business divisions and set out a distinctive and differentiated market positioning against its competition. Through a series of workshops, we identified and distilled the truth that sat at the heart of the business. In essence, good law firms solve their clients problems as they arise. However, great law firms don’t just react to issues, they proactively help clients navigate what’s ahead. It was this that defined Mishcon’s achievements to date and this that would drive their future success. Their Purpose: ‘Mishcon de Reya exists to enable its clients and its people to shape the world’s possibilities’.
Defining Mishcon’s Purpose provided a clear North Star to the business. What’s more, it enabled us to elevate their marketing from being product-focused to a future-facing brand message: Rather than merely being a problem solver for their clients, they were an ‘enabler of the future.’
We translated this into a big creative brand idea: The Law of Tomorrow. This idea was born from the insight that if you demonstrate you understand the forces shaping the future of business and society, then you are the sort of firm that that clients will want to work with.
We developed an integrated campaign, including a launch film, digital display and press and radio ads, that unpacked the key geo-political, technological and social trends driving the future of business. We focused on seven areas: Innovation, Sustainability, Diversity, Transparency, Disruption, Accountability, and Agility. Creatively, each theme had a provocative headline that was paid off with the business opportunity inherent within it. These were then extended into commercial engagement for clients and prospects through a thought-leadership content marketing programme in partnership with The Economist.
New business figures are not released until May 2019, however engagement rates were an unprecedented high for the client and the category. Content related to the campaign received 8.3M views – more than double the KPI of 4M – and received over 126K engagements (Likes, comments, etc.). What’s more, time spent watching the content totalled 100,000 hours, which is equal to an entire series of Game of Thrones back to back 1,543 times!