Top 40 law firm Weightmans is launching its first-ever marketing blitz to champion its brand purpose and show that it is the “antithesis of the stereotypical, cutthroat, working-all-hours law firm so often envisaged”.
Devised by Liverpool-based agency Aurora, the campaign uses storytelling techniques and nostalgia, injecting emotion and impact by bringing to life the background stories of leaders at every level – showcasing how Weightmans is a very different type of law firm.
With the legal sector’s marketing traditionally conservative by nature, Aurora took a more personal approach to emphasise its people focused positioning “See the Possibility”.
The “Real Leaders” film celebrates the people behind Weightmans and the value the firm places on its employees, featuring members of the Weightmans’ 1,500-strong team, from managing partners to younger leaders, sharing stories from their childhood through to where they are as a leader today.
The 90-second film, plus cut downs, will target both existing clients and new prospects across public and private sectors primarily on LinkedIn but also across other digital channels. It is the first stage of a longer term, integrated brand building and marketing strategy across film, events, thought leadership and more.
Weightmans can trace its roots back to 1827 when the firm Rutherfords was established in Liverpool becoming Field and Weightman was in 1875. In 1887 the firm Weightman Peddar and Weightman was established, becoming known as Weightmans Peddar in 1913 before changing its name to Weightmans in 1970.
Headquartered in Liverpool, the firm has offices in eight other cities throughout the UK, in Birmingham, Cardiff, Glasgow, Leeds, Leicester, London, Manchester and Newcastle.
Weightmans director of business development and communications Sarah-Jane Howitt said: “We’re super excited to be embarking on our first brand campaign with the creativity and imagination of Aurora – and its ability to always make people feel moved by its campaigns. We wanted to demonstrate how we are the antithesis of the stereotypical, cutthroat, working-all-hours law firm so often envisaged.”
Aurora co-founder and chief strategy and creative officer Valerie Bounds added: “Weightmans has trusted us with its first-ever brand campaign and our job was made so much simpler by having access to such passionate and purpose-led people. Their values run through the firm like a golden thread and we love nothing more than building brands out from the inside.”
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