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McLennan Ross: Ad Copy, Ad Campaign and Design


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McLennan Ross is the preeminent commercial litigation and advocacy firm in Alberta and the Northwest Territories. The firm approached Cubicle Fugitive for a refresh to its brand positioning to help guide the firm into the future. With the launch of their new brand, we sought to solidify their position and promote their refreshed look through a strategic advertising campaign.

The firm worked with Cubicle Fugitive to develop a campaign that communicated its messages clearly and directly. We produced several campaign concepts and landed on an idea that paired punchy brand attributes with clever and concise copy and bold colours.

The ads have evolved to highlight areas of expertise and geographical reach across various print and digital mediums.

The campaign headlines include “Fierce, Authentic, and Pragmatic.” Each word is associated with one of the firm’s brand attributes and is matched with copy reinforcing the “why McLennan Ross” factor. For the campaign, we selected words that each included an underlined “c,” which is a subtle nod to the firm’s new logo.

While the firm’s lawyers are known for their fierce advocacy, clients raved about their more human aspects. Having interviewed so many of the firm’s intelligent and clever people, we knew we needed the firm to stand out from a sea of sameness. We did this through the use of colours and fonts. The firm’s primary colour palettes, “Real Teal” and “Resolute Blue,” convey its legacy of achievement and tradition of service. When the brand’s bolder and more enterprising aspects need to be communicated, we utilize one of the colours from their bold and bright secondary palette.

The result is a campaign that reflects the brand and positioning of McLennan Ross. The ads have evolved to highlight areas of expertise and geographical reach across various print and digital mediums.

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