(L-R) Awards host Andrew Ryan; Holly Banham, BD executive; Michelle Elstein, director of market development and strategy in Europe; Lynnsey McCall, head of legal talent and recruitment, Europe; Rachel Brett, research analyst, Morrison & Foerster; Chris Johnson, chief global correspondent, The American Lawyer

Finalists: Bird & Bird; DLA Piper; Gowling WLG; Jin Mao Partners; Keystone Law; Lawyers on Demand; Mayer Brown; RPC.

Morrison & Foerster was presented the marketing innovation prize for its programme to inspire all European MoFo employees to be ambassadors for the firm.

The thinking behind the Becoming Ambassadors Campaign is that by encouraging a sense of ownership in all members of staff – not just partners – everybody will be invested in growing the firm as part of its MoFo in Europe strategy.

In order to engage staff, the firm created a wide range of marketing channels to promote the campaign such as a mobile app, video content, workshops, town halls and teambuilding exercises. Goals for the first year of the three-year project included raising awareness of the strategy, increasing the number of employees using LinkedIn and generating examples of non-lawyers advocating for the firm.

After six months of the campaign, 80% of staff understood the strategy (against a target of 60%), the firm had doubled the number of staff using LinkedIn from 40% to 80% (versus a 60% target) and, among other examples, a business development employee represented the firm at a series of tech networking events, directly pitching for work.

“The Ambassador campaign shows that one of the best marketing resources is a firm’s own people,” one judge commented.

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