Soukias Jones
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Hogan & Hartson| Recruitment marketing

US-based Hogan & Hartson is a top 30 global law firm, but it had a low profile in London. Not helpful when you are trying to attract high-quality lawyers. Recognising the legal recruitment market is conservative and highly competitive, we recommended that the firm take a bold approach to its recruitment marketing.

After defining the key attributes that make the firm so appealing to work for, our approach was to create a series of witty ideas for each message, all tying in to the overall theme of ‘take a closer look.’ We used intriguing double-takes of familiar images to emphasis this theme, literally encouraging people to take a closer look at what they’d just seen, and bringing the firm’s values to life in a very real, physical way.

 

Our innovative approach stretched to media buying, too. We used tube advertising, banner ads, whole page ads and a false cover on a leading legal newspaper, producing a truly distinctive and memorable campaign.

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