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Slater & Gordon launches £1m ad campaign

Firm brings in M&C Saatchi to create prime-time ads

18 September 2013

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Slater and Gordon has launched a £1m television campaign in a bid to become "a household name".

"The main objective is for us to increase awareness of Slater & Gordon as a brand and communicate the message to the consumer that we provide access to quality legal services for everyday people," said Slater and Gordon's UK head of marketing Kalle Amanatides.

"This advert is a major step towards us becoming a household name," she said.

The firm appointed M&C Saatchi to create a series of short adverts. One follows a woman seeking compensation for injury, another looks at three individuals respectively faced with divorce, personal injury, and redundancy.

"The adverts focus on three core areas of our business; personal injury, employment and family, and they each tell a story about the kind of situations our clients often find themselves in and how access to affordable and high quality legal advice can help them to bring resolution to their problems," Amanatides said.

The Australian stock-exchange listed firm is the latest of the larger new entrants to turn to TV to increase its brand profile with consumers.

Until QualitySolicitors kicked off with its £15m campaign in March 2013 - by Saatchi & Saatchi, now Saatchi Masius - , television advertising for legal services were more readily associated with claims management companies or 'no-win, no-fee' volume firms.

According to Saatchi, the QS advert resulted in 5,000 business leads, a 15 per cent increase in brand awareness, and a rise in the number of inquiries from potential member firms.

Earlier this year, Coop Legal Services followed in QS’s footsteps and launched its own television advertising campaign estimated to have cost £5m.

“We’re aiming to raise public awareness of the Co-operative Legal Services, and the only way you can do that is with this kind of campaign,” said head of Coop Legal Services Christina Blacklaws at the time.

“If we’re aspiring to be the largest and best-quality consumer legal services brand in the country, we need to be public facing,” she said.

Slaters has rapidly expanded in the UK after acquiring Russell Jones and Walker in February 2012.

Last month it took over personal injury specialist Fentons last month and completed the acquisition of both the PI division of Cambridge-based Taylor Vintners and Liverpool firm Goodmans Law.

It is in the final stage of buying up Simpson Millar.

The adverts can be viewed on the firm's YouTube page here and here.

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