King & Wood Mallesons unveils new look and new international campaign via Mr Mumbles

The combination of King & Wood Mallesons has launched its new brand with an international advertising campaign, created by Sydney agency Mr Mumbles, under the theme of “The Power of Together”.

The combination, which comes into effect in early March 2012, brings together Mallesons Stephen Jaques, one of Australia’s largest and most successful legal firms, with China’s leading legal firm, King & Wood. The new brand and campaign is the culmination of a 12-month process of repositioning the brand led by Melbourne-based global strategy firm Mext Consulting.

Stuart Fuller, Global Managing Partner, King & Wood Mallesons, said: “The global legal market is changing rapidly. Our combination with King & Wood reflects where we want to be – at the epicentre of global economic activity with a unique set of capabilities and service offering for our clients. Our new brand is a reflection of our aspiration to help shape our clients’ worlds, both now and into the future. It’s exciting because this is just the first step.”

In a sector that traditionally doesn’t conduct brand advertising, the campaign is category-breaking and aims to communicate the firm’s relaunch to clients and the broader business community and reinforce King & Wood Mallesons as a forward-thinking legal services firm. It consists of three print ads, shot by photographer Andreas Smetana, featuring the firm’s partners and lawyers in settings in the not-too-distant future – an IPO announcement for a manufacturer of hover bikes, the launch of a client’s 500th deep core miner and the opening of the world’s first truly ‘eco-sea building’.

These aspirational themes represent the possibilities and imaginations of King & Wood Mallesons’ clients, and the role the firm plays in helping them shape their future.

Murray Prior, Executive Director of Marketing & Business Development, who managed the creation of the new brand and advertising campaign, said: “The combined firm gives clients an exciting new choice in the global legal market. We want to help shape our client’s future and we are uniquely positioned to do. The new brand supports that in a fresh and engaging way.”

Andrew Town, Creative Partner at Mr Mumbles, added: “The campaign is a very non-traditional approach for a legal firm and it’s bold to think of a legal firm as a brand. King & Wood Mallesons is more than a traditional legal firm – it’s about being there for its clients in the long term, enabling them to achieve their goals, no matter how audacious.”

The campaign breaks on 17 February and will run across Australia, Hong Kong, the US and UK in press, specialist magazines and selected OOH.

The firm’s new logo symbolises the combination of two great firms, building great things together. Recognising the heritage of King & Wood’s logo, the new wordmark incorporates the elements of ‘fire’ and ‘water’ – the powerful symbols of balance and harmony.

King & Wood Mallesons will be the only law firm able to practice Australian, PRC and UK law making it an attractive business partner for domestic, regional and international organisations. Operating from 21 offices in key business markets, and with nearly 4,000 staff (including 380 partners and 1,800 lawyers), the firm will be a significant force, offering the full breadth of corporate legal services.

Client: King & Wood Mallesons

Illustrator: Electric Art