Obelisk snapped up the Marketing Innovation award for its communications project The Attic – an online version of its print media publication, which is operated like a real newsroom and covers the issues and people making an impact in the legal sector.
The purpose of The Attic is to educate the legal profession on the benefits of flexible working, boost Obelisk’s brand profile and to promote the firm’s values – such as an emphasis on family and creativity in the workplace.
The storytelling revolves around three main themes – Women in Law, Family & Work and Obelisk in Action – and is also a way for the firm to communicate with a community of hundreds of lawyers that form its pool of freelance consultants, many of whom work remotely or from abroad.
Obelisk’s communications team says it is difficult to share its ideas and objectives in a short press release or through a Tweet, so they established The Attic to give them a platform with greater scale and flexibility to champion their values and attempt to steer the legal industry in a fresh direction.
“Interesting, editorial-led marketing … encourages engagement and provides potentially useful information on relevant issues and problems. Genuinely innovative,” according to a judge.
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