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Addleshaw Goddard

Research & Brand Advertising Campaign

🥇 B2B Marketing Awards 2023 Best Lead Generation (GOLD) 🥈 B2B Marketing Awards 2023 Best Use of Creative (SILVER) 🏵️ B2B Marketing Awards 2023 Grand Prix (Shortlisted) 🥇 The Drum B2B Awards 2023 Best Limited Budget (GOLD) 🥇 The Drum B2B Awards 2023 Best Use of Illustration (GOLD) 🏵️ Marketing Week Awards Best B2B 2023 Highly Commended 🥇 DMA Awards Best B2B 2023 (Finalist tbc)


The Brief

AG had previously delivered revenues through supporting known clients, with known consultants. Any growth to date had come from referrals with no previous investment in any form of conspicuous, evocative marketing for AG Integrate. But that has been dangerous and limited growth potential.

…Gasp! was tasked with developing a big idea and distinctive communications that recognised the context of a heavily commoditised market, the increasing number of lawyers re-evaluating their work-life balance, and a position that was synonymous with being more human, personal and personable.

Part of Addleshaw Goddard, an international law firm that works with 48 of the FTSE 100, AG Integrate is a complementary service, providing freelance resourcing support for in-house legal teams in large companies.

Initial tissue session copy:

The Response

All roads start with good research, so we reviewed competitors and undertook some Qualitative interviews with both internal staff, consultants and lawyers.

Collective feedback supported the brief, and were evidenced by experience with AG Integrate. Specifically their no-nonsense approach to fit, and match-making; AG takes a lot of time getting to know both clients and consultants and enjoy personal, first-name basis relationships, all enable them to find the perfect fit. And led to a great sense of loyalty and trust in the market. Which needed to be communicated, memorably.

The big idea: To pair the best legal freelancers with the right companies, getting it almost right isn't good enough. The AG Integrate team find out everything they can about the people and companies they represent, and only ever make an introduction when they know there'll be sparks. The relationships they build and time and energy committed to each vacancy was the life blood of their enviable track record.

So we created pairings that were almost right, but 100% wrong: Fish and Chipmunks, Burger & Flies, Knife & Forklift. Powerful, eye-catching, thought-provoking, lip-twitching copy lines we then brought to life with intentionally detailed pencil illustrations to complement the long-running line-art style of Addleshaw Goddard.

Distinctive, personable and above all memorable.

Almost right is 100% wrong

The Results

[We cannot share full results due to confidentiality, but the client has allowed us to share the following]

Initial feedback started with, “this campaign is really clever and pushes boundaries for us. It made us uncomfortable which was really exciting. It’s done the same in our category, causing a reaction amongst our competitors and we’ve already seen a definite uptick in enquiries.” – Vicky Winn, Marketing Manager.

And ended by achieving over 10 times its original commercial target, with a client calculated campaign ROI >1200%, almost 10% increase in new clients, and outstanding click-through rates on LinkedIn/digital advertising (over 5% on some ads), and finally almost a dozen big industry awards - listed above.

Brian Macreadie, Head of Marketing, Addleshaw Goddard

“This campaign was unlike anything else in the category. It showed that a brilliant service combined with a sprinkling of human emotion can make the world of difference to both clients and results. Plus I don't mind admitting it was lovely working with ...Gasp! on this”

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