Law firm shows personality in ad campaign

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Foley Hoag, a Boston-based law firm, last month introduced a new brand identity campaign designed to break out of the clutter of traditional law firm advertising.

The campaign, with the tagline “Driving business advantage,” was developed by Right Hat, Boston, and features photographs from famed fashion photographer Rodney Smith.

“Law firms are starting to think about running their firms more like businesses, using some of the best practices and marketing strategies that their clients use,” said Mark Young, CMO at Foley Hoag.

“In this incredibly competitive marketplace, law firms have to work harder at presenting their true personality.”

The personality Foley Hoag attempts to show in its ad campaign is that of fresh thinking and a keen understanding of clients’ business needs.

The campaign includes print, online and outdoor ads, based on a series of black and white photographs of men and women in formal clothes, appearing in unlikely settings. The ads are designed to get people to think differently about law firms, Young said.

“What comes out from the images is a sense of sophistication, a sense of being urbane, understated confidence and a tiny hint of wit,” he said.

For example, one ad shows a man in a business suit floating in a tube on a lake, wearing goggles and flippers. The headline reads, “Immersion in your business and industry is the key to success.”

Other ads show businesspeople attempting to solve problems in such settings as a mountaintop, a beach and a theater.

“It reflects the way in which our lawyers think of themselves—handling matters in a truly sophisticated way but finding creative solutions for clients that serve their business interests,” Young said.

The print and online campaign is running in publications including the Boston Globe, Fortune, Harvard Business Review, Money, The Wall Street Journal, as well as on, and

The ads will also appear in large-format diorama displays at Logan International Airport in Boston and Reagan National Airport in Washington, D.C.

The budget was undisclosed.

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