Eversheds

Services: Direct mail, advertising, new product development launches and advertising

Situation

bcsAgency provided marketing communications services to the global legal practice Eversheds as part of a framework of three main support agencies. Projects typically ranged from direct mail, advertising, new product development launches and advertising both on and offline.

 

Task

Eversheds came to bcsAgency with a very tough task; namely, how do you persuade high-level executives (typically at FTSE 250 board level) that Eversheds’ director training could enhance their skills yet further. To make matters even trickier, bcsAgency was called in at the last minute as another of the roster agencies had failed to come up with a strong concept.

 

Action

After a lot of midnight oil and takeaway pizzas, we put forward a creative concept which really challenged our client. Our strategy was that a straightforward, “excellence in training” type of message simply wasn’t going to cut through the many marketing messages that our time-poor target audience was exposed to each day. Something more radical and memorable would be the sensible approach. Our “giraffe climbing a step ladder” concept was therefore proposed and developed - the visual metaphor being that even the tallest animal in the jungle could see further with a little help.

 

Result

Due to client confidentiality, actual results on this campaign can not be provided.