Campaign to promote family law and business teams alongside further PI advertising

Leading legal services group Irwin Mitchell today announced a new look, a new wave of advertising and an innovative new legal health check as part of a refresh of its core brand which will cement the firm’s leading position in private client legal services and rapidly-growing presence in the business legal marketplace.

Alongside a refreshed logo and visual identity on Irwin Mitchell’s revamped website, the most visited law firm website in the UK, the brand campaign will showcase the firm’s expertise in embracing the progress of its clients.

Reflecting its increased diversity as a business, the campaign will feature press advertising around its pre-nuptial agreement expertise through its Family team and a commercial, highlighting the expertise of its business legal services team in relation to new shared parental leave laws.

The brand campaign will also see a new TV commercial for its market-leading personal injury service, produced by leading agency JWT International, launch on March 9.

The commercial depicts people who have overcome various types of injury, with some scenes featuring disabled actors to ensure the authenticity which Irwin Mitchell says is crucial to ensuring on-going trust between its expert lawyers and its clients. It also highlights the high levels of support and care offered by the firm’s specialist teams in helping injured people progress throughout their case.

This will be supported by the launch of a Vine channel and a social media campaign focused on the theme of progress. Using the hashtag #immakingprogress, Twitter users will be encouraged to share stories and photos of how they have rebuilt their lives following an injury or illness.

The campaign links back to the firm’s previous high profile campaigns and sponsorships in support of disabled people, including the nationwide photography competition No Limits and its Design for Life competition, run in partnership with Disability Rights UK, to find innovative product ideas to help disabled people live independently.

In addition, Irwin Mitchell will also launch a press advertising campaign highlighting the expertise in its Family law team, one of the largest in the UK, in both pre-nuptial agreements and in working with clients and families during separation and divorce.

Additionally, as part of the launch plan, the firm will also offer thousands of visitors to its website a free legal health check – a quick online survey generating an instant traffic light report highlighting key legal issues they need to be aware of based on questions around property, employment, family status and wills, as well as providing guidance on how to resolve them.
 
Andrew Tucker, Group Chief Executive, said the expansion into advertising other areas of the business reflected the increasing diversity of the Group, which acquired highly-respected Mayfair-based private wealth experts Berkeley Law in November, its sixth acquisition since it became one of the first ABSs (Alternative Business Structures) in 2012.

"The legal industry is changing and law firms can’t afford to stand still. We are an innovative business and this is the next step in our evolution," he said.

"This is an exciting time for Irwin Mitchell as a unique proposition – with a respected business division, large private client practice and the best personal injury teams in the country. There is no other law firm that can provide all those services to the quality and scale that we can and we intend to carry on breaking the mould."

Tucker added that the personal injury advert distances Irwin Mitchell from other firms, saying: “We take the issue of disability very seriously, which is why it is important that our advert is as authentic, but also as positive, as possible.

"We support people to get the best possible medical care and rehabilitation and compensation is only part of the story. The key thing is that we help people to move forward in their lives and embrace the progress towards independent living."

The nationwide campaign follows the arrival of new Sales and Marketing Director Kevin Peake towards the end of last year, who said: “The new campaign builds on strength of Irwin Mitchell brand and is designed to make our logo a recognisable symbol of trust in the legal market."

Derek Turner-Smith, CEO of JWT International, commented: "We're really pleased to have supported Irwin Mitchell in their journey of brand building over the last few years and are proud of this, their latest TV commercial.

"The last one we made for Irwin Mitchell attracted nearly 3 million You Tube views, remarkable for the category, and I do hope this new one, featuring real disabled actors and highlighting Irwin Mitchell's caring and approachable nature, is able to build on that - helping Irwin Mitchell move closer to becoming the strongest legal services brand in the UK."