Audacious merger propels King & Wood Mallesons into top 20 legal brands globally.

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.

King & Wood Mallesons nominated finalist for ‘best new brand launch’

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.” 

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King & Wood Mallesons create a new global brand in legal services

Today the advertising campaign for King & Wood Mallesons breaks in the AFR, The Age and The Australian.The merger between Australia’s and China’s top legal firms creates one of the world’s largest legal firms.

Over the last year mext worked with the parties to develop the new, merged brand based on mext’s unique HuTrust methodology. This proprietary approach allows to develop brands and brand engagement based on trust and has frequently helped clients achieve over 20% brand growth.The brand development included the employer brand as well as the external brand. mext helped develop the brand, strategy, action plans and supports the implementation.

Sydney Design and Ad agency, mr mumbles, was brought in by mext during the brand development process.With mext being responsible for the strategy and planning, mr developed a brand design and campaign that is cutting edge in professional services.

The core campaign consists of 3 ads focused around one of the HuTrust facets developed for King & Wood Mallesons. It will run internationally and will be supported by numerous targeted activities.

For more information, please contact Stefan.grafe@mext.com.au or visit www.mextconsulting.com , www.hutrust.com

For further articles and press releases:

Please click here for the campaign for King and Wood Mallesons article
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Click here for the Mumbrella report
Click here for the AdNews report