Raising the bar for Taylor Vinters
Taylor Vinters is a successful next generation law firm with a commitment to being one of the elite law firms operating internationally in the areas of technology, investment and private client. Headquartered in Cambridge UK, the firm also operates from offices in London and Singapore.
Mobas was tasked with ensuring that the firm’s reputation, well established in Cambridge, was strengthened and replicated in its other key territories. In a fiercely and increasingly competitive environment, PR activity needed to help raise the global profile of the firm as a leader in its core fields.
Reviewing past activity and working closely with the in-house team, Mobas identified an opportunity to raise the profile of the firm’s lawyers as experts in their respective fields. Mobas created a dedicated campaign to actively promote Taylor Vinters' lawyers, positioning the individuals as trusted sources of comment on a range of key topics whilst remaining firmly under the umbrella of Taylor Vinters.
Each spokesperson had carefully defined topics and a proactive and reactive campaign was deployed to ensure that key media, from vertical sector press, trade media and regional titles, received regular, pertinent, timely communications from a Taylor Vinters. spokesperson.
Another core focus for Mobas was the production of a corporate magazine for Taylor Vinters, working alongside the creative team to create a glossy and beautifully designed publication. This was designed as a marketing tool to not only help promote the firm’s brand and personality but also ensure that audiences across the world understood the breadth of the firm’s services and expertise.
During the campaign Mobas secured widespread and positive coverage in national, business and consumer titles, as well as regional radio and trade media, opportunities to see (OTS) figures for the law firm increased by a total of 143%.
The emphasis had shifted away from regional coverage to national, both print and broadcast, including much more targeted coverage in key vertical sectors to support the business objectives in these areas. Amongst the regional coverage, a far greater proportion appeared in London and Singapore press, while regular coverage was maintained in Cambridge.
The success of the campaign was largely down to the focus on building the profiles of the spokespeople; one national BBC journalist told the Mobas team, “lawyers who make good interviewees are like gold dust”.
The Verdict magazine was cited by the client as being, ‘one of the firm’s most effective marketing tools’.