Rufus Leonard helps leading UK law firm to 'break the law'

11 October 2006

Leading brand and digital media consultancy Rufus Leonard has created a bold new graduate recruitment campaign for major UK law firm Wragge & Co LLP. ‘Breaking the Law’ aims to boost the quantity and quality of applicants for training places.

Wragge & Co has a strong reputation amongst those in the know for the quality and integrity of its graduate recruitment programme. But, in a fiercely competitive arena, many of its real points of difference were not getting through to the right candidates.

Following a major brand strategy review conducted by Rufus Leonard, Wragge & Co is revising and upgrading all of its communications. Because of the timing of the annual round of law fairs and campus visits, the first area to be covered is graduate recruitment advertising. The firm needed something that appealed to candidate – and the idea of ‘Breaking the Law’ answered this brief.

The campaign is focused on showing how Wragge & Co treats its graduate recruits differently from other law firms. By offering all of its graduate intake full time jobs at the end of their training; by giving them early access to some of the firm’s top clients; by its commitment to diversity and by maintaining a true work-life balance – Wragge & Co is the only UK law firm to appear in FT and Sunday Times surveys on ‘best places to work’.

Rufus Leonard has captured these points of difference in a recruitment brochure and dedicated website, which feature ‘mug shots’ of partners with examples of how they are ‘breaking the law’. The new material also includes an eye-catching red and black colour scheme and arresting photography and illustrations highlighting the firm’s commitment to added value and community issues.

Liz Whitaker, director of communications at Wragge & Co said: “Breaking the Law has been designed following extensive research with students, trainees, partners and the wider recruitment market. We have a great and unique story to tell to potential trainees – no other law firm can match our offer in terms of culture and career potential – and we needed to make our communications work much harder at telling that story. This campaign is completely different to anything any other law firm is doing and it’s already helping us to achieve stand-out status in the market.”

View the new Wragge & Co graduate recruitment site at www.wragge.com/graduate