Last night
King & Wood Mallesons brand were nominated as a finalist in the Australian
Marketing Institute’s prestigious ‘best new brand launch’ category. HuTrust® was
used as the centre piece in the brand development of the merged brands of the
largest Australian legal firm and China’s leading King & Wood. The
audacious merger created a world first in legal services and one of the world’s
largest legal firms.
The team at
King & Wood Mallesons developed the brand with HuTrust® specialists,
mext.
HuTrust® was
used to analyse what clients want to trust the firm for and what the firm
wanted to be trusted for. Based on this, HuTrust® served as the framework to
define the brand’s facets. King & Wood Mallesons’ HuTrust® Facets were then
translated into action throughout the organisation, including internal
engagement plans, client engagement and communications. The ground breaking
design and advertising was created by mext partner, mr mumbles.
At the time of the launch Stuart Fuller, Global
Managing Partner, King and Wood Mallesons commented:
“We want to build great things with our clients and
our people, enhancing the reputation that both firms have already built over
many years and take it to the next level. In a legal landscape of ongoing
rationalisation and expansion, King & Wood Mallesons has recognised that
the battle for brand is the next frontier. With this campaign, we are taking
the first step in standing above our competitors.”
For more
information, please visit:
King &
Wood Mallesons: www.kwm.com
Mext: www.mextconsulting.com
Mr mumbles:
www.mrmumbles.com
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