"Dewar Communications has unusually deep roots in the legal community. Our strong market knowledge and understanding of the business of law result in equally strong and fully integrated message delivery across all communications tools and strategic media services. We deliver consistency and efficiency that cannot be matched by a scattergun approach.
Having created global advertising campaigns for Hershey, Heinz and GE, I can say with certainty that a law firm is a lot harder to 'sell.' Clients don't get the opportunity to taste your product or test its performance before making their purchase decision. They are essentially buying a promise of future performance – with no 'satisfaction-or-money-back guarantee.' In short, their decision is influenced by a combination of the firm's reputation based on past performance, perceived areas of expertise, third-party rankings, and the strength of personal relationships.
Marketing law firms requires a subtle and nuanced approach. Campaigns must be based on differentiation, on breaking the firm out of the pack with a strategy and creative execution that makes them stand out – for all the right reasons. Successful campaigns will also speak to numerous constituencies simultaneously: existing clients, potential clients, possible laterals, prospective associates and students as well as those who already work for the firm. Our team can handle all of your marketing and communications needs – with both business acumen and creativity, locally, nationally and internationally, in a wide range of languages. And we will do so while hewing to your firm's core convictions and internal culture."