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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Choate

agile by any measure 

Among its clients, Boston’s Choate is seen as a dynamic first-tier firm that measures up to the best in the Northeast. Its strategy and model are increasingly special: 200 lawyers all under one roof and a focus on a select group of areas where it practices at the highest level. For more than two years, Choate has been taking this message to market and extending its award-winning brand.

A new Web site brings the firm’s story and personality to life online. Beyond a more contemporary look and feel, the site features clear messaging on the marquee, full-body photographs of its professionals, scannable fast facts and “widgets” on the sidebars of every page pushing important content to the viewer. With its launch, choate.com has earned a dramatic spike in visitors and responses from clients about the ease of use and clarity of content.

Cross-border capabilities are the focal point in a life sciences booth and red-hot giveaway for the 2006 BioMedex conference in Canada. The firm’s measure-up messaging finds its way to all kinds of spirited media—from water bottles to a party favor from their new-office opening in 2006.

The Wall Street Journal and New York Times have written about Choate’s new recruiting site, which integrates reality-TV-style vignettes, professionally acted commercial videos, vintage film footage and a healthy dose of humor. The 24 video clips focus less on the the benefits of working at Choate than on revealing a firm at ease with itself in every way—size, single office and work product. Callbacks spiked; students at every campus interview mentioned the site. Students said the videos “put a human side” on the firm that they weren’t seeing at other firms. Bingo!

The online effort makes its way offline with a checklist that encourages students to evaluate other firms against Choate “by any measure.” A disk with the site’s short films was included.

The You-Tube inspired careers section of the Web site features refreshingly candid associate vignettes where individuals have no other agenda than to reveal a little about themselves. Partner Steve Hurwitz explains why the firm’s business model and culture make Choate a great place to build a career.

Entertaining film footage from the 1920s, ‘30s, ‘40s and ‘50s is creatively combined with added voiceovers and title cards to reinforce Choate’s core recruitment messages.