Portfolio
CMS Cameron McKenna
Looking sharp without losing your integrity
Leading law firm CMS Cameron McKenna seemed to offer graduates the best of all possible worlds. Not too corporate, nor too litigious, not too big, nor too small. But despite past successes, the firm wanted to target more high-flyers – especially the kind who’d previously dismissed the firm as just a ‘nice’ place to work. The challenge? Create a new campaign that would improve the quality of intake and get ambitious graduates talking.
The solution
After conducting independent research, we revealed the firm’s true strength: its exceptional ability to build relationships and turn them into international commercial success. Armed with this information, we devised a campaign built around the statement ‘Let’s talk law’. Online and in print, we reported the experiences of trainees, lawyers, partners and clients. Persuasive copy was supported by bold photography, innovative print techniques and engaging online content. To complete the picture, we created exhibition stands and video presentations that actively encouraged face-to-face conversation.
The results
By working closely with CMS Cameron McKenna, we managed a subtle shift in their brand identity which instilled a renewed sense of professionalism and purpose. Since its launch, there has been a very positive reaction to the campaign at careers fairs and presentations. The firm is confident that these newly defined and sharply targeted messages will ensure excellent candidate quality. It goes to show that a law firm that treats people well can also be highly successful, competitive and commercially focused.
““The Penna Barkers team has bought impressive insight, creativity and robust project management expertise to deliver our graduate communication messages. We’ve really enjoyed the experience of working together to create a campaign that has successfully achieved our objectives of shifting graduates' opinions of the CMS Cameron McKenna brand.”
Simon Pilcher, Partner, CMS Cameron McKenna
““Changing a brand is one thing. Reflecting a truth that will get people talking is another. We did all this by embracing print and digital solutions that today’s media savvy graduates could really respond to.’’
Alastair McKenzie, Graduate and Print Solutions Director, Penna Barkers