I guess I’m a little bit behind in my reading. I found this December 22nd posting on The Wired GC. The post shows the following picture:
With the following challenge: “Quick, name that law firm by looking at their signature icon.”
And the answer:
If you said Bingham McCutchen, then this advertising pet trick is working.
When I first saw this picture in a glossy ad (I believe it was in the American Lawyer), I figured that the firm is either (a) savvy in a goofy sort of way or (b) the victim of one of the most elaborate practical jokes in the history of modern legal marketing.
I agree with the Wired GC. I think that Bingham McCutchen is very savvy, in a lighthearted way.
In the October/November 2005 issue of Law Practice Magazine, an article by Stacy West Clark profiles Bingham’s
Bingham McCutchen, a Boston old-line megafirm, has been running a series of ads involving animals in funny situations. The ads include photos of an elephant parasailing and dogs piggy-backing each other to reach a plate of juicy hamburgers. The message? Bingham McCutchen can come up with creative solutions to business problems.
Here are two of the ads from the article:
I love these ads. They:
- Are very visually interesting
- Hold my attention
- Use a visual metaphor that is clever and meaningful
- Differentiate the firm
- Reinforce the firm’s brand
Popularity: 8% [?]
December 1st, 2010 at 11:39 pm
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May 2nd, 2012 at 12:30 pm
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