Challenge
Law firms were facing mounting pressure from US entrants, alternative legal services providers, and Big Four accountancy firms. Williams Lea Tag needed to position itself as a strategic partner to law firms navigating this shift, and to do so credibly with a senior legal audience.
As EMEA Digital Marketing Manager at Williams Lea Tag, I conceived and led a whitepaper and campaign targeting law firms, designed to demonstrate the value of our services amid a rapidly shifting legal industry landscape. To reach our target audience credibly and at scale, I partnered with The Lawyer, one of the legal sector’s most respected trade publications, combining original research with editorial authority.
As part of the campaign, I conceived and hosted an exclusive roundtable in London, bringing together senior leaders from top-tier firms including Allen & Overy, Mills & Reeve, Proskauer, Mayer Brown, Norton Rose Fulbright, Pinsent Masons, Weil Gotshal & Manges, Watson Farley & Williams, and BCLP. The discussion explored how firms were rethinking real estate strategy, outsourcing, agile working, and the role of design and technology in legal service delivery, with input from senior Williams Lea Tag leadership shaping the narrative throughout.
The roundtable’s insights formed the basis of a published thought-leadership piece, positioning Williams Lea Tag as a trusted voice on the operational challenges facing law firms, and generating high-value engagement with exactly the audience the campaign was designed to reach.
Results
- Secured a strategic partnership with The Lawyer to extend campaign reach and credibility
- Convened senior leaders from 9+ top-tier law firms for an exclusive roundtable
- Generated a published thought-leadership article positioning Williams Lea Tag at the centre of an industry-defining conversation on real estate, outsourcing, agile working, and legal service design
Read more & Download the whitepaper here.