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Company/Agency Name: |
Baker & McKenzie /
zunpartners incorporated |
Situational Analysis: |
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Project Name: |
“A Communications Partnership for Growth” |
The communications program's strategic objective was to execute Baker & McKenzie's new global brand strategy of Fluency. At Baker, Fluency is the core idea that expresses the essence of the firm's difference; the naturalness, ease and sophistication in which the firm operates across boundaries. This new program required updating the Baker Visual Identity |
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Key Achievement(s): |
▪ Within 6 months of launch, the firm has increased central processing of marketing -- conservatively 25%, and as much as 40% aggregate. They have also managed through increased efficiency afforded by the new program, to perform the work of staff positions lost in the downturn without increasing head count at the firm's insourced document center. ▪ The firm's swiftly adopting the identity and templates increased use of the centralized team by more than 25% in the first 6 months (post-launch). ▪ There was immediate adaptation of the new identity worldwide. At the time of this entry, the identity is in Baker's every office-69 in 38 countries worldwide. |
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Supporting URL(s): |
Program (VIP), to reflect the idea of Fluency. |
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Award(s) Garnered: |
Winner − Best Legal Comms. Program |
