ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

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Brand Thinking
Bleeding edge thinking on branding and marketing


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.