Womble Bond Dickinson is one of the top 20 legal firms in the UK and US. But what makes them truly different can be found in their people. They hire for a diverse range of experience, with experts taking myriad paths and journeys to the law.
This original - and sector unusual - approach to hiring is exemplified in WBD Advance, a specialist division that offers in-house legal teams support across specific, business critical projects that demand a mix of skill sets that go beyond the law. From operational management to technology strategy and innovation, WBD Advance is the law, and much more when businesses face their biggest challenges.
Brand planning
We undertook a sector review, defining the points of parity and distinctiveness amongst the competitive set. Themes like flexibility, agility, consultative and bespoke were identified as key selling points, but we needed a way to communicate these universal themes in a memorable and original way. Finding a distinct POV for WBD Advance that sets them apart. A POV that’s focused on the diversity of the Advance team, their unique perspectives and experiences.
Looking to nature and humankind
To highlight the unexpected abilities found in WBD Advance, we told stories of incredible talents and surprising abilities – in humankind and across nature.
From the common housefly that sees the world six times faster than humans, to the Bajau divers evolved to hold their breath for over 10 minutes when spear fishing, we created a campaign that applauded the weird and fantastical world of unexpected wonders.
Activating the campaign
We planned a strong omni-channel mix of striking digital OOH and transport media, national press including The Times and The Economist, direct mail and events marketing at industry conferences, plus an expansive digital presence across social and targeted programmatic activity.
Let’s face it, there’s something singularly arresting about seeing a Mantis Shrimp in all its multi-coloured, spectacular glory, towering above you as you ride an escalator in Waterloo station.
It's been an absolute pleasure working with the Halo team on our hidden talents campaign. Halo has been involved from day one, helping us create a distinctive campaign aligned to our brief. The Halo team is incredibly creative and they've challenged us throughout the campaign with territories designed to break category norms. The creative, copy and media plan had all so much thought put into them and we're thankful for their support. Halo isn't just an agency, they're a strategic partner and extension of our internal marketing team.
Dale Gorley
Head of Marketing, Womble Bond Dickinson
