Driving DWF LLP forward

Brief

DWF LLP, a top 50 law firm with six offices across the UK, needed a communications partner to help it realise its growth ambitions. Specifically, it required help to raise and reinforce brand awareness and position the firm as a thought-leader across all its practice groups and sectors on a national platform. All PR activity had the longer-term focus of helping the firm with its ultimate aim of becoming a top 30 UK law firm by 2012.

Approach

Bell Pottinger North's teams worked closely with DWF's marketing team, executive partners and managing partner to design a bespoke communications programme to underpin the firm's short and long-term business objectives. The PR campaign consisted of promoting the firm's milestones and successes, positioning key spokespeople as thought-leaders in their relevant sector to build personality into the brand and manage the firm's reputation across all channels. The campaign targeted local, regional and national business titles as well as relevant trade and vertical press.

Solutions / Benefits

Bell Pottinger North achieved a significant uplift in positive coverage across the key regional, national and trade media. It effectively positioned a number of individual partners as key experts on the issues that matter, and improved both the quantity and quality of the coverage featuring the firm's core messages. In the 12 months from March 2010, 800 pieces of coverage were generated resulting in an AVE figure of over £1million. In that time, the firm also posted double-digit growth and jumped nine places to become the 42^nd biggest law firm in the UK.