Launched at the start of the Covid-19 pandemic when many firms were hunkering down, Forbes Solicitors’ inspirational Reinvention and Resilience Top 50 initiative set out to champion and advise entrepreneurial SMEs in the North West.
With enthusiastic internal and external engagement, the campaign has formed a collaborative, inclusive network with extensive reach throughout the region. It has built a powerful platform that has enabled Forbes Solicitors to engage with its key target audiences and positioned the firm as a go-to resource for expertise and insight.
While the intention was partly altruistic, there has been tangible commercial value added to the firm too. A campaign that proves that smart strategic thinking and effective execution can trump big budgets when it comes to successful marketing initiatives.
Dentons' chairman Joe Andrew went against the tide when he decided to identify publicly that COVID-19 had produced no 'new normal' – because there is no foreseeable steady state. Instead he preferred to label the time as The New Dynamic. Preferring to focus on the future, rather returning to the status quo, Joe Andrew enabled a different, evolving, problem-solving mindset to be developed on a global basis that delivered responsive, faster to market, client-centric advice to General Counsel.
This was no easy task to marshal and acclimatise the whole 19,000+ firm to embrace the idea of the New Dynamic and to create and deploy a toolkit to support their clients.
The engagement was impressive and the commitment to making this view clear across all offices globally made the message very strong and led to a demonstrable rise in engagement with clients and their brand recognition.