Brand PrideBy Joe Walsh
April 17, 2015
Congratulations to three great clients on their Legal Marketing Association Your Honor Awards Wins. There were 170 entries in this year's program. Wyatt, Tarrant & Combs LLP earned first place in promotional and collateral materials, Vedder Price placed second in the same category and Gesmer Updegrove took first in the promotional category at the New England LMA awards.
Here are the three entries at a glance.
Wyatt, Tarrant & Combs, First Place, Promotional and Collateral Materials
Wyatt is a leading regional law firm in its home markets in the Southern Central U.S.
Intellectual Property—prosecution, protection, audits, transactions and litigation—is one of the firm’s strongest offerings, but the practice faces competitive and perceptual challenges that inhibit growth. Despite its impressive credentials and track record, the firm lacks awareness of IP capabilities, even among clients. The strategic goal is to position Wyatt IP as a valuable alternative to bigger city or boutique firms.
In a new pitchbook, with two pages sampled below, Wyatt articulates its value proposition with an epIPhany.
Vedder Price is a thriving 300-lawyer firm with offices in Chicago, NY, DC, San Francisco, Los Angeles and London. The firm is a leader in several fields of the law, like global transportation finance, middle market M&A, and labor and employment law, and includes one of the top executive compensation practices in the country. However, the old marketing communications and brand efforts did not reflect the quality of their firm.
With the goal of putting more patina on the brand, the new approach is anchored by a new signature Vedder “V.” The device helps all imagery shine—even the least expensive royalty-free images become Vedder's own. Headlines and key messages are delivered as “Vedder” phrases (rhymes with better) to aid memorability.
Gesmer Updegrove, First Place, Promotional Materials, New England LMA
Gesmer stays on a roll with its multiple award-winning brand. The latest effort and twist is a survival guide with a BD purpose. The goal of the integrated campaign is to build awareness among existing clients of services beyond financing and deal-making—things like litigation, employment law, patent and tax issues. We helped Gesmer create and write a survival guide and complementary “clutter buster” mailer—a mailing box, a Swiss Army knife, and a cover letter from the relationship partner. Follow-ups through, postcards, emails, and phone calls completed the campaign.