Firms ranked 30 to 60
Low adoption of branding Among law firms ranked 30 to 60, use of technology has not achieved the same degree of penetration as in bigger counterparts (Top 30). Given their positioning, resources and costs, perhaps it’s hardly surprising that two thirds of firms (66%, or 20 in total) feature no content to highlight tech, innovation and resourcing credentials. We reviewed this a year ago, and it seems there has been little change. As firms look to build on pandemic-driven momentum for using technology, perhaps this will move the needle. Of 10 firms that in the past year have surfaced their approach, just a handful are going further. Mishcon de Reya for example, has added to its portfolio of non-legal services under the MDR Group brand by launching MDRxTech (a provider of digital solutions). TLT brought together its solutions under TLT Future Law, introducing the strapline ‘Changing the future of law’. TLT Future Law is now the descriptor for its portfolio of solutions: TLT One, Procurement & Contract Management, TLT Applied, Regulatory Affairs, TLT Intelligent Drafting and TLT Legal Sifter. Lewis Silkin has continued to expand its non-legal services (such as rockhopper, Data CheckPoint and Eleven) by launching LS Unlock and LS Presents, two platforms offering services to help firms through the pandemic. Shoosmiths, meanwhile, built on its Connected Services sub-brand, launching a brand for its range of tech products named, intriguingly, The New How (#NewHow). This cleverly builds on the idea of providing new ways to deliver services. The narrative is refreshingly different, too: ‘We’re all used to focusing on what and how. ‘What’ is spotting that risk, drafting that clause, doing that deal. What is here to stay. But ‘how’ is up for grabs, and at Shoosmiths, we care a lot about ‘how’. So we changed ‘how’. There’s a new ‘how’ in town. Smarter, faster, better’. The animated content to accompany this is also fresh.
Others such as BLM Innovations, Mills & Reeve and Weightmans expanded their hubs of content. Burges Salmon ran its second internal B-Innovative Week, a day-long programme of thought leadership, including a tech fair, coding workshops and high-profile guest speakers. Keoghs, the insurance firm, is expanding its AI online tool Lauri to other areas such as medical reporting. Outside the top 60, Taylor Vinters continued to build momentum in promoting innovation and using tech by launching its stand-alone AI-enabled brand RAPID for contract reviews, and strengthening its commitment to innovation using the Idea Drop platform.
9
©Soukias Jones Design 2020 soukiasjones.co.uk @soukiasjones
Made with FlippingBook Ebook Creator