King & Spalding is an international law firm with roots in Atlanta. Having developed the firm’s footprint nationally and overseas, the London market was earmarked for growth. But the firm’s lack of brand awareness in London was impacting how it was seen by top class recruits.
King & Who was a problem to overcome
The firm embarked on its first advertising campaign in its long history to help overcome this. With so much perceived sameness in professional services, a different approach was required.
We developed the theme Are you like us and using a series of qualifying questions, simple line illustrations and engaging copy we creatively brought the firm’s qualities to life. The campaign lasted 12 weeks both online and offline across major legal titles in the UK.