New York Times Features Foley Hoag Advertising Campaign

Brought to our attention by Larry Bodine, the New York Times apparently thought Foley Hoag’s new advertising campaign was unusual enough to warrant a story about it: Images to Help Law Firms Recast Their Image. The ads will run in Business Week, Forbes, Fortune, and The Wall Street Journal, on the Web, and on dioramas at Logan Airport in Boston and at Ronald Reagan Washington National Airport, Bodine said. One ad — with the tag line “Innovate and Accelerate” — has a man wearing a set of paper wings, vintage aviator goggles and a white scarf, jumping off a chair in a Gothic-style auditorium, as if in flight. (You can see this ad in the NY Times story.)

According to Bodine, Mark E. Young, a lawyer who is Foley Hoag’s chief marketing officer, did research that showed that corporate clients hire law firms based on two main reasons: the firm’s understanding of the client’s business and its responsiveness to clients’ concerns. Foley Hoag was willing to increase its marketing budget substantially to create a campaign that sounded these themes, Mr. Young said, although he would not say how much the firm spent.

Comments

[C Martin]

This is informative, thanks for the tip, I will check back regularly.