Designed and delivered full rebrand, purpose statement and corporate principles
Global change program rolled out across 27 offices worldwide
Streamlining and formalising of global marketing processes
Gaining recognition as a top 20 US Law Brand
Increase in high value staff recruitment
Increase in support staff utilisation
Reed Smith had grown rapidly through a very successful merger and acquisition strategy to achieve a global footprint of 27 offices.
Such rapid inorganic growth and the accompanying mix of individual firms with their own identities, brands and cultures meant that there was
At the same time, the legal market had become crowded with startups and the arrival of sexy new technology led offerings to tempt clients away from more traditional firms.
The timing could not have been better for Reed Smith to establish themselves as a powerful global brand with a real point of difference.
An in-depth discovery period lasting 2 months. followed by initial findings and recommendations
Sadie Baron
Global Chief Marketing Officer
Reed Smith LLP
Delivering on a vision to change how people perceive law firms; that the law should be seen as a springboard to greater things rather than a necessity to overcome a hurdle.
An inspiring purpose statement to unify the whole organisation;
‘Everything we do is with the purpose of driving progress for our clients, ourselves and our communities.’
And a new brand line;
Reed Smith. Driving progress through law
A flexible positioning which provides the opportunity to talk about every aspect of the firm’s activity with consistency of purpose, giving the whole organisation a single point of focus.
A ‘north star’ by which to navigate everything they do.
Supercharging the culture and defining a shared set of values
Brand days were held across the network’s 27 offices
Ambitions and expectations were set not just for each individual, but of what they should expect of each other in order to deliver ‘Driving Progress’.
Developing a common language
Awaiting development, a fully scoped out E-Learning Platform which incorporates live, real time peer to peer mentoring. Designed to ‘train the trainers’, the platform will help to grow a culture of knowledge and expertise sharing, not information hoarding
Establishing a shared approach to process and project management meant that anyone in the network could collaborate with anyone in the network across the full range of services and tasks.
To enable a consistent brand presence whilst allowing for individual market flexibility and multiple stakeholder needs we delivered
For an organisation to be high performing, it needs to be full of high performers.
In Germany this was a particular problem for Reed Smith, the brand was a new arrival to the German market andlacked the pull of more established firms when it came to attracting top talent.
Under our German lead Florian Kaehler we delivered recruitment campaigns in 2017 and 2018 which led to a 30% lift in high value applicants.
CMO Sadie Baron asked us to help deliver a bold and game changing innovation.
A brand new department, designed to be a training and testing ground for new marketers that would deliver fast turnaround, high churn, mission critical support; RFPs, client alerts, web updates etc.
By ensuring full attention was paid to these tasks, the move freed up more experienced marketers to concentrate on high level issues.
Working between the London, New York and Pittsburgh offices, UNIT_ consultants led by Renee Coletrane structured, recruited and trained the new team to drive progress inside and out.
