CASE STUDY: 'Wesleyan for lawyers' runner up for Best integrated campaign for Wesleyan
Wesleyan for Lawyers (WFL) was created as a unique brand extension of the Wesleyan Assurance Society, a manufacturer of financial products. This involved WFL having its own distinct brand architecture, look and feel, colour and imagery. Tailored customer service, designed and based on in-depth market research, and dedicated legal sales. Marketing teams were recruited to develop new products, market specific literature, websites and campaigns.
Promodus, a creative agency with experience of the legal market, was appointed and a comprehensive marketing plan was designed to reach the small legal firms and self-employed lawyers, which make up the bulk of the legal profession. The launch was piloted in the West Midlands, and monitored frequently to assess the value of each individual activity and to allow for real-time modifications of the spend.