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White & Case: Executive profiling for a leading law firm

CHALLENGE

We were initially appointed by global law firm White & Case to deliver an integrated campaign and improve the media coverage the organisation achieves around its research report with Queen Mary University London into International Arbitration – a method of global dispute resolution. Since then, we have also been tasked with developing executive profiling for its leading dispute lawyers to highlight the firm’s expertise and insight across EMEA.

APPROACH

We have developed a comprehensive thought leadership and briefing programme underpinned by rapid response news generation and campaigns. Specifically we launched a series of press releases around the main findings of the arbitration report including the impacts on the oil and gas and property and construction sectors. We also profile key lawyers, jointly develop opinion articles on points of law, enforcement bodies and compliance. Where appropriate we respond to breaking news on topics such as bribery and corruption, white collar crime and antitrust.

IMPACT

In 10 months we’ve generated 98 articles and enhanced White & Case’s position with key national media, including The Financial Times, The Independent, The Times and influential titles including City A.M., London Evening Standard, The Lawyer and The Wall Street Journal. 32 articles have been placed in vertical media including pharmaceutical, financial services, oil and gas and property and construction and crucially 23 pieces of coverage were secured for the International Arbitration Report across international, national, legal and specialist publications including the South China Morning Post and The Times. Our social strategy for the campaign also drove 32% of traffic to the microsite.

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