Making waves across the pond for an AmLaw 100 firm

BRIEF

Infinite Global was enlisted by a major US law firm to provide PR and wider communications assistance to support the re-invigoration of its UK office and subsequent push into the competitive London legal market.

APPROACH

Centered around the arrival of a heavyweight managing partner, we told the firm’s growth story via the national and legal trade media with news announcements and introductory media briefings. Aligning media and recruitment strategies allowed us amplify news of high-profile lateral hires and build momentum around the growth of the firm’s key practice areas.
Initial success here brought new challenges. On several occasions, details of the firm’s lateral hires were leaked to the legal press. We responded by adapting our announcement timeline and moving to secure coverage of the hire’s casework, areas of expertise, and wider role in the expansion of the business.

To further consolidate the firm’s reputation and market position, primary spokespeople were positioned as thought leaders on complex and high-profile legal issues, through targeted engagement with the relevant trade, legal and national presses. Our strategy also had to reflect and incorporate the firm’s international business development narrative and global brand identity, especially in light of the firm’s concurrent expansion into emerging markets in the Asia-Pacific region, and its high-profile, cross-border casework.

OUTCOME

We consistently secured widespread coverage of the firm’s key partner hires and cultivated relationships between the firm’s spokespeople and key journalists covering the legal sector, including correspondents at the Financial Times, City AM, Bloomberg, and The Times. We successfully positioned the firm’s spokespeople as sources of legal insight and commentary on some of the most high-profile issues in the media.

For example, in response to the outbreak of COVID-19, we secured a broadcast interview opportunity for one of the firm’s partners on BBC Radio 4’s The Today Programme, on the subject of government responses to the pandemic. Following the successful London launch, we bolstered the firm’s global expansion narrative by securing high-profile coverage of its Singapore office launch in a range of legal publications as well as The Times.