Legal Week Innovation Awards PR and Communications Innovation: Pinsent Masons
Pictured (left to right): host Tiff Stevenson; David Halliwell, director of knowledge, Pinsent Masons; Danny Collins, managing director, ALM International
July 20, 2016 at 07:05 AM
2 minute read
Finalists: Berwin Leighton Paisner; CMS (highly commended); Gowling WLG; PLMJ; Weightmans
Pinsent Masons claimed its second award for its PR and communications work in promoting the Cerico brand — an online regulatory compliance solutions business that it co-founded in 2012 and in which it bought a majority stake last year.
The PR challenge: regulatory restrictions meant Cerico could not be explicitly marketed as a Pinsent Masons product, while previous marketing efforts had concentrated on promoting the product to chief information officers or chief technology officers by trumpeting the science behind the tech.
Pinsent Masons' marketing team recognised it needed to be targeting general counsel and heads of legal instead, and focusing on how the product would benefit them.
The comms team resolved these issues by establishing a clear visual link between the Pinsent Masons and Cerico brands, and by rewriting all marketing materials in language that general counsel would understand, as well as revamping its website.
All of this had to be delivered to a tight deadline and with practically no external spend (a rebrand of this scale carried out externally would typically cost at least £20,000 to £30,000). "A brilliant effort given the rare combination of challenges — notably the timeframe and budget — the comms team faced," one judge said.
Click here to return to the full list of winners.
NOT FOR REPRINT
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
Trending Stories
- 1The Law Firm Disrupted: For Big Law Names, Shorter is Sweeter
- 2Wine, Dine and Grind (Through the Weekend): Summer Associates Thirst For Experience in 'Real Matters'
- 3'That's Disappointing': Only 11% of MDL Appointments Went to Attorneys of Color in 2023
- 4What We Know About the Kentucky Judge Killed in His Chambers
- 5'I'm Staying Everything': Texas Bankruptcy Judge Halts Talc Trials Against J&J
Featured Firms
Law Offices of Gary Martin Hays & Associates, P.C.
(470) 294-1674
Law Offices of Mark E. Salomone
(857) 444-6468
Smith & Hassler
(713) 739-1250