The challenge

Following the merger, Norton Rose Fulbright needed to announce itself to the world — establishing the new combined firm as a global force and driving brand awareness among international clients and prospects.

What I did

I worked on the strategy, creative, and delivery of a 12-month global advertising campaign. A two-phase approach was taken — first to announce the newly combined firm, then to drive home its key strengths. High-visibility ad space was booked at international airports to target clients travelling in and out of key locations globally.

The outcome

At the end of 2013 Norton Rose Fulbright had achieved a top 3 global legal brand ranking and a significant increase in client awareness and favourability.

Results

• Top 3 global legal brand (Acritas)
• +20% brand awareness
• Significant increase in client favourability