Baker & McKenzie Australia are a dynamic team that are the local representatives of the world’s largest law firm. They asked Highway 101 to help them raise their profile in the highly competitive marketplace.

As always, we looked for the core truth, which would give them a strong positioning in the marketplace. Fortunately, it became very apparent that this was a firm that rewarded performance, rather than long service. Those with the ambition and talent could become partners and directors, at any age.

This positioning formed the basis of all the work we produced for Baker & McKenzie. We decided to create a ‘Vanity Fair’ magazine, editorial-style image, featuring all their new partners and directors. The image formed the basis of their new partner announcement ad, and new transaction campaign (commonly known as a tombstone ad) that appeared in the Australian Financial Review and legal publications.

The same image also featured in a short promotional film for the firm, and provided an interactive web-link on their website. This allowed visitors to view an interview with any lawyer featured in the image. The potential audience for all the components of the campaign is unusually wide. It includes the law profession, clients, potential clients as well as graduates and lawyers employed elsewhere who may be looking for a like-minded law firm.

Feedback from within the firm, the industry and clients has been hugely positive. As one remarked, “This is the sexiest law firm I’ve ever seen.”