King &
Wood Mallesons’ audacious brand launch was nominated as a finalist in the
AMI’s prestigious ‘best new brand launch’ category. The nomination is testament
to King & Wood Mallesons’ ground breaking thinking in creating one of the
world’s largest legal brands and the first large scale China/Western merger.
In
developing their new brand, the King & Wood Mallesons team engaged mext for
their extensive global brand development experience and unique tools based on
trust. Mext worked with the team as the merger was unfolding, making it a very
exciting and challenging project.
The brand results are no less ground breaking
than the merger. The brand launch received widespread publicity and accolades
for its clarity of positioning and immediately lead to new business
opportunities. The advertising campaign created based on the brand strategy by
mext partner, mr mumbles, was so well received that some clients reportedly put
the ads up on their wall. The internal launch included a program that allowed
global staff to send messages to each other via messages on T-Shirts.
At the time of the launch Stuart Fuller, Global
Managing Partner, King and Wood Mallesons commented:
“We want to build great things with our clients and
our people, enhancing the reputation that both firms have already built over
many years and take it to the next level. In a legal landscape of ongoing
rationalisation and expansion, King & Wood Mallesons has recognised that
the battle for brand is the next frontier. With this campaign, we are taking
the first step in standing above our competitors.”
