Making sense of it all
Ad Campaign + Brand Evolution
Porter Wright, the second largest and oldest law firm in Columbus contacted us for the creation of a new, multi-media ad campaign with an eye on evolving the heritage brand. The new, thematic ads had to translate across channels, media, and format + speak from the POV of the firm’s HQ (Columbus) while playing well in their other five markets. The ads were also required to build the brand, both externally & internally, evolving the brand’s visual language and develop consistent messaging promoting the brand’s newly defined core values.
We had the pleasure of working with a fantastic and open-minded senior management and marketing team. They weren’t looking for gavels, columns, or the scales of justice. They had all the gravitas and expertise, but their attitude was void of conceit. To the contrary, they were warm, clever, humorous, even self-deprecating … a very personal yet highly professional bunch. We used that tone in an ad campaign that focused on the brand’s functional benefits. And, while Porter Wright did not have a brand tag line in the past, our ads’ tag, “Making sense of it all”, has become just that for them. Bonus!
For the main print and digital banner ad buy the client purchased a 40+ wks/yr run. This allowed us to create a number of ads and publish them serial fashion – some even relevant to a point on the calendar. Here is a sampling of what went to market.
CREDITS
Agency: Summerfield Advertising
– CCO / Owner Andrew Summerfield
– ACD / Copywriter Dave Demarchi
– Account Director Dave Demarchi
– Art Director Mirsada Tinjak
– Graphic Designer Cory Oakley
– Graphic Designer John Steimle
Client: Porter Wright
– Marketing Director Joanna Arnason
– Marketing Manager Christina Miller
– Managing Partner Robert “Buzz” Trafford
– Chief Operating Partner Bob Tannous
