Lawyers who have stars in their eyes

By SIMON HENDERY

Simpson Grierson lawyers take a starring role in the firm's first advertising campaign.

The campaign: Although law firm Simpson Grierson has advertised in the past, last week it launched its first real "campaign" - a series of print and billboard ads highlighting some of its biggest deals and its high-profile clients.

The once publicity-shy legal community is increasingly involved in marketing.

Simpson Grierson marketing director Glenda Macdonald said her firm was moving with the market after conducting in-depth research and analysis into clients' needs.

"The market is saying they want to hear from us.

"They want to know what we're doing.

"Whether you like it or not you're always measured by either the success of your clients or your client list."

The point of difference: The campaign, from advertising agency MearesTaine, is fronted by the firm's legal partners and lawyers. It highlights their areas of expertise and the high-profile clients they have worked for.

The first treatment features partner Stuart Hutchinson and senior associate Deborah Fox, and the work they have done with the film industry at home and internationally.

"The firm is consistently doing some of the biggest deals and most significant work in the legal marketplace and we want people to know about it," Macdonald said.

"[The campaign] is very much focusing on the corporate success of both parties."

The execution: The campaign will run over the next few months in the Herald, and Wellington's Dominion Post newspaper, in in-flight and business magazines, and on billboards.

Future ads in the series will also feature some of the biggest banking, finance and commercial jobs the firm has been involved in.

The result: While the campaign was only launched a week ago, Macdonald said it had been well received by clients.

The lessons: Macdonald was marketing manager for drug maker Roche when the company launched Xenical here.

Like the Xenical campaign, the Simpson Grierson ads used "testimonial-type advertising" where it was vital to have effective pre-launch communication between all those involved.

"Taking into consideration what's important to everyone has been quite a challenge, but it's been one that's paid off."