Slater and Gordon launch advertising assault round two

Slater and Gordon have unveiled a brand new look and launched the latest round of advertising in hopes of capturing the public's imagination to use its legal services.

The new campaign, which centres on the firm's belief in helping clients navigate the 'complex legal system', kicks-off with a new series of television commercials across a range of channels and will be further supported by a broader campaign across other media.

This is the second campaign from the Australian-based goliath, with the first aimed at helping the firm to build brand awareness and make it one of the three best-known firms in the UK. The firm appointed M&C Saatchi to create the short adverts costing £1m.

'Your case is our cause' is the message the firm hopes will resonate with members of the public. The series of TV advertisements will each highlight a different practice area and will focus on broader legal and business services that individuals may need. The first advertisement to air will be on employer liability.

Advertising is a hot topic for law firms and many attempts have been the subject to ridicule in the past, along with suggestions that certain marketing can be counterproductive to the business of law.

Kalle Amanatides, head of marketing at Slater and Gordon, said: "The new look better represents our firm and symbolises our promise to guide our clients to brighter outcomes. Our heritage blue is now that little bit brighter and the ampersand is gone, replaced by a symbol of positivity.

"Whilst we might look a little different, we can assure you that Slater and Gordon is still founded on the values which have sustained us for close to 80 years, including our commitment to getting the best outcomes for our clients, often against the odds."

According to Saatchi, adverts it created for QualitySolicitors - costing £15m campaign in March 2013 - 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. Slater and Gordon will be hoping that this second tranche of adverts will have a similar effect on its place in the market.

Slater and Gordon's new wave of advertising comes as the firm prepares to open a new Manchester office for 700 staff, and is hot on the heels of an announcement it has acquired two further firms, increasing its staff by a further 200, with offices in the North West and South West of England and Wales.

John van der Luit-Drummond is legal reporter for Solicitors Journal

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