Maurice Blackburn appoints Avenue C as media partner

Avenue C has been appointed media partner to Australian plaintiff law firm, Maurice Blackburn.

The appointment covers strategy, planning, and activation across all paid media channels. The partnership is three months in with the account already live across the business.

Maurice Blackburn’s General Manager of Marketing, Stephen McKeown, said the decision came down to alignment as much as capability: “Avenue C has redefined what we expect from an agency partner. Their honesty, transparency and integrity are matched only by the strategic firepower of their senior team. We’re already seeing real results, and it’s clear this is a partnership built on genuine alignment with our brand, our values and our ambitions.”

For Avenue C, the appointment reflects their deeper read of the legal sector’s commercial model that their experienced model brings. Avenue C’s team identified the core differences between a legal commercial model and conventional business models early, which allowed them to navigate the commercial pressures facing a legal business rather than a standard retail media lens.

That commercial clarity was matched by cultural fit. Maurice Blackburn’s purpose, ensuring people receive access to justice, resonated immediately with the Avenue C team from the first meeting.

Avenue C’s Managing Partner Will Chapman said the pitch made clear that Maurice Blackburn’s marketing team had both commercial clarity and a genuine purpose they were passionate about: “That combination is rare and was exactly the thing that made us incredibly excited about partnering with the Maurice Blackburn team. We already have exciting planning underway and are looking forward to making a contribution for the many Australians searching for legal support.”