The challenge

In 2017 Norton Rose Fulbright entered into a corporate partnership with McLaren Racing. The firm needed to activate the partnership in a way that connected the brand story meaningfully — not just as a logo placement, but as a genuine expression of the firm's identity as a leader in risk advisory.

What I did

I was tasked with activating the sponsorship brand story. This included our logo placement on the team kit and car, promotional photography, marketing literature, and campaign materials. I conceived and directed the #RiskReady campaign — using the partnership assets to tell the firm's risk story in a distinctive, high-energy way, running globally across digital, social, events, and print.

The outcome

The #RiskReady campaign ran globally to significant success — boosting social engagement, driving inbound enquiries, and elevating the firm's brand profile as a leader in risk advisory. The campaign was shortlisted for a CIM Award for best B2B marketing campaign.

Results

• +15% boost in social engagement
• +7% rise in inbound enquiries
• CIM Award shortlist — Best B2B campaign 2019