Making a sport out of law
Zoë Tisdall, Client Director, reflects on Charles Russell Speechlys' first digital advertising campaign.
My client – top 50 international law firm Charles Russell Speechlys – is recognised as one of the creators of specialist advice to the sports sector. For over a hundred years the business has advised brands such as Nike, PaddyPower and Betfair, clubs including Chelsea and Everton, leading governing bodies from the FA to Premiership rugby as well as the individual athletes themselves. Earlier this year, following some high-profile departures, CRS acquired sports law boutique Couchmans.
We were briefed to devise a creative campaign to communicate this change – centred around a full page display ad in the FT – in their minds this was the absolute best way of reaching their specific C-suite audience. I hadn't forgotten the mighty prices demanded by the FT back in the days I worked in advertising. Fast forward ten years and with some help from a very wise media friend, it was clear those prices are just as mighty! But while premium press prices may not have changed for the better, the advertising world at large has been forced to as a result of digital transformation. So for little more than the price of that one display ad in the FT we targeted people rather than content for an eight week campaign.
We ran audience take-overs on the FT.com and Timesonline with paid social on Linkedin and Twitter; adjusting the budget allocation each week. Twitter aggregates followers of 'B2B' media, so is more cost-effective than buying a presence across all of them while also being much more visible; LinkedIn focuses on businesses and job titles. Creatively, we showcased specific sports with headlines, reflecting a team united to change the game of law. We refreshed the creative each week so engagement levels just kept increasing.
Lessons learned? I don't miss advertising (ha!) Never forget to tip a brief upside down and challenge it – we could easily have taken the money and run that very expensive one page ad in the FT but ultimately we didn't believe it would benefit their brand.