(L-R) Awards host AndrewRyan; Holly Banham, BD executive, Liz Russell, senior BD manager,Lynnsey McCall, head of legal talent and recruitment, Europe,Rachel Brett, research analyst, Morrison & Foerster; ChrisJohnson, chief global correspondent, The American Lawyer
Finalists: Bird & Bird; DLA Piper; GowlingWLG; Jin Mao Partners; Keystone Law; Lawyers on Demand; MayerBrown; RPC.
Morrison & Foerster was presented the marketing innovationprize for its programme to inspire all European MoFo employees tobe ambassadors for the firm.
The thinking behind the Becoming Ambassadors Campaign is that byencouraging a sense of ownership in all members of staff not justpartners everybody will be invested in growing the firm as partof its MoFo in Europe strategy. In order to engage staff, the firmcreated a wide range of marketing channels to promote the campaignsuch as a mobile app, video content, workshops, town halls andteambuilding exercises. Goals for the first year of the three-yearproject included raising awareness of the strategy, increasing thenumber of employees using LinkedIn and generating examples ofnon-lawyers advocating for the firm. After six months of thecampaign, 80% of staff understood the strategy (against a target of60%), the firm had doubled the number of staff using LinkedIn from40% to 80% (versus a 60% target) and, among other examples, abusiness development employee represented the firm at a series oftech networking events, directly pitching for work.
The Ambassador campaign shows that one of the best marketingresources is a firm's own people, one judge commented.
To return to the full list of winners click here.