Repositioning to be more than the government’s advisor
Situation
Poul Schmith is a full-service company with more than 800 people. The firm is recognized as the Danish government’s preferred legal advisor, a prestigious role that underscores its legal expertise. While the firm’s expertise also covers the private sector, there was a common misconception that it catered exclusively to the government.
Challenge
The question was not only how to increase brand awareness among the Danish business community, but also how to reposition the firm in a way that wouldn’t compromise its prestigious role as the government’s preferred legal advisor.
Solution
Working closely with Poul Schmith, we began by conducting in-depth interviews to gain a better understanding of the firm’s DNA and the needs of the market. This led to several concept directions that would enable Poul Schmith to seize relevant positions in the market.
With the new brand position in place, we helped translate it into a unique communication concept. The solution was simple yet effective. Two letters: PS. Widely recognized and used to convey essential information, the PS abbreviation aligns with the initials of Poul Schmith.
An awareness campaigns was planned to activate the new concept across media channels. This consisted of several advertisements communicating how Poul Schmith can help the private sector.
Result
Our collaboration with Poul Schmith led to a solution that gained unanimous support from the firm’s leading partners and board. The creative idea was effective across different platforms, resonating with the target audience and increasing traffic to Poul Schmith’s digital channels.
