Irwin Mitchell unveils new advertising push to “distance” itself from other firms

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5 March 2015

Tucker: next step in our evolution

Tucker: next step in our evolution

Irwin Mitchell has become the latest major consumer law firm to launch a new advertising campaign aimed across a spread of its services, including a personal injury commercial that it said would “distance” the practice from other firms.

It begins today with national press advertising around pre-nuptial agreements, with the new personal injury TV advert going live next Monday, to be followed one by for its business team in relation to new shared parental leave laws.

It follows a rebrand and fresh advertising campaign launched last month by Slater & Gordon, as well as a new TV adverts from the legal services arm of over-50s business Saga.

Alongside a refreshed logo and visual identity, Irwin Mitchell’s revamped website – which it claimed is the most visited law firm website in the UK – will also offer visitors a ‘legal health check’ – a quick online survey generating an instant traffic light report highlighting key legal issues they need to be aware of based on questions around property, employment, family status and wills, as well as providing guidance on how to resolve them.

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The personal injury commercial depicts people who have overcome various types of injury, with some scenes featuring disabled actors to ensure the “authenticity” which Irwin Mitchell said was “crucial” to ensuring on-going trust between its lawyers and clients.

This will be supported by the launch of a Vine channel and a social media campaign focused on the theme of progress. Using the hashtag #immakingprogress, Twitter users will be encouraged to share stories and photos of how they have rebuilt their lives following an injury or illness.

Group chief executive Andrew Tucker said the expansion into advertising other areas of the business reflected the increasing diversity of the group.

“The legal industry is changing and law firms can’t afford to stand still. We are an innovative business and this is the next step in our evolution,” he said.

“This is an exciting time for Irwin Mitchell as a unique proposition – with a respected business division, large private client practice and the best personal injury teams in the country. There is no other law firm that can provide all those services to the quality and scale that we can and we intend to carry on breaking the mould.”

Mr Tucker added that the personal injury advert distanced Irwin Mitchell from other firms, saying: “We take the issue of disability very seriously, which is why it is important that our advert is as authentic, but also as positive, as possible.”

“We support people to get the best possible medical care and rehabilitation, and compensation is only part of the story. The key thing is that we help people to move forward in their lives and embrace the progress towards independent living.”

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