Overview

In creating the brand proposition of Clarity (matters) for Nabarro, the challenge was how to communicate the benefit embedded in the promise (i.e. clear concise legal advice that really meets the business need).

A twin strategy was developed, involving internal briefings and external advertising. The creative platform for the advertising was developed around the concept of exaggerated and over-complicated English, signed off by a simple and pithy explanation.

The four launch press advertisements ran in selected Nationals (Financial Times and Daily Telegraph), legal and other trade publications and regional press. The follow-up 'seasonal' campaign started with a Leap Year advertisement and was followed with advertisements for Valentine's Day, Easter and a seasonal cricket advertisement in June '08.