Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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Brand Thinking
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What Makes An Ad Memorable?

By Elizabeth Sullivan
August 3, 2011
What Makes An Ad Memorable?

We strive to make all our clients’ ads memorable. When years later, someone recalls one of our ads, it reminds us that we often succeed.

When Canadian law firms McMillan LLP and Lang Michener LLP merged to form the powerhouse McMillan LLP, the combination resulted in expanded offerings in specialized areas of corporate law and national coverage across Canada. To announce the merger, we created a campaign that introduced “the new McMillan” as "America's Canadian Law Firm".

The “Paint Can” was one ad in that series. With McMillan red paint splashing across a map of Canada, the ad boldly demonstrates McMillan's expanded footprint. A paint can, dripping with red paint, labeled "The New McMillan",  sits next to the map.

The campaign had already received several awards, but we were especially thrilled to learn that Paint Can was the number 1 ranking law firm ad in terms of recall in the April issue of AmLaw.

Awards mean a lot to us. And our clients win many awards. But memorability means even more.