At mext we've spent a lot of this year thinking and talking about client needs in legal services, so it wasn't a big surprise that this New York subway ad caught my attention.
Amusing, audacious, perhaps a little bit shocking. With a few exceptions, in Australia we are not used to seeing a lot of law firm advertisements in mainstream media. There seems to be a great divide between those who advertise their services and those who don’t.
What is so surprising about this ad is the way it treats the subject matter. We tend to think that those going through separations and family breakdowns are finding it overwhelming and depressing; that what they need is to be treated with sympathy and sensitivity. To approach it other than with the utmost gravity seems almost taboo.
But maybe not for everyone.
By using humour, this ad momentarily diminishes the problem and makes it just a little bit easier to cope with. For many people this will be just what they need. Nothing like a bit of gallows humour to take the stress out of a situation.
But for me, the best bit is the disclaimer. There is probably a legal requirement for it, but…. Attorney Advertising: Prior results do not guarantee a similar outcome…
The newly merged King & Wood Mallesons brand now ranks No. 16 in the Acritas Sharplegal Global Legal Brand rankings.
To offer their clients the best possible service, King & Wood Mallesons put a strong focus on their client’s needs. This seems to pay off through the only sino-western merger and a strong brand focus.
mext supported King & Wood Mallesons in developing the new brand and communications and worked with mr mumbles as the creative agency. The brand was developed with the help of mext’s cutting edge brand development tools based on the most modern psychology.
One of the tools, HuNeeds®, is able to map client & employee needs and help position the brand, its practices, people and offers. HuTrust® is globally the only robust approach to analysing, building and managing trust.
The initial launch of the merged brand led to accolades in the legal and marketing industry, with Wall Street Journal exclaiming: ‘London and New York beware. Here comes King & Wood Mallesons.’
King & Wood Mallesons was also the only professional services entry nominated finalist in the prestigious AMA New Brand Launch awards against the likes of BUPA. Apart from brand and marketing success, the launch led immediately to new business leads. Two weeks after launch of the merged brand the Asia Wall Street Paper reported that King & Wood Mallesons was already working on 40 new business cases and matters.
HuTrust News & Research: New study out now. Banks just make trust threshold...: New study shows Australian banks are barely trusted because of lack of trust in their vision and competence.
Banks globally are struggling with low customer trust. Now a new study, using a methodology to dimensionalise trust, uncovers what the bank’s trust is (not) made of. The methodology, HuTrust®, is globally the only psychologically sound, statistically robust and practically proven understanding of trust. HuTrust® analyses what the Big 4 banks in Australian are trusted for – and not.
More information can be found at above link and short executive summary can be downloaded here.
Using the most modern psychology we can help you better understand your consumer’s and customer’s needs and motivations and build trust with them. mext
