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Large Firms Going Upscale With Advertising

Foley Hoag, a traditional Boston law firm, is using a slick Madison Avenue approach to launch a new advertising campaign. While Madison Avenue is a traditional route for large corporations, it remains an unconventional approach for law firms.

And according to the New York Times piece on the ad campaign,  Foley Hoag officials admitted that they wanted a less conventional approach to highlight the firm's cutting-edge practice.

Still, from my own layperson's perspective, I can't say that the ads achieve their intent. For instance, one ad depicts a photo of a lawyer dressed in a business suit, floating in an inner tube on a mountain lake, his feet in scuba fins peeking out of the water. The tagline reads, "Immersion in your business and industry is key to our success." But the photo reminds me more of a fish out of water (like the

photo of presidential candidate Michael Dukakis in a tank) -- a lawyer who politely dips a toe into the business but remains on the outskirts, never truly plunging and getting his hands dirty (or taking the time to really understand the ins and outs of the business). 

Still, in one respect, the ad campaign is already a success: By garnering coverage of the ad campaign in the New York Times, Foley Hoag has already generated wide publicity for itself, free of charge.

Posted by Carolyn Elefant on September 13, 2007 at 03:59 PM | Permalink | Comments (0)


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