J. Walter Thompson has scooped a controversial advertising task for the
Law Society that aims to improve the image of solicitors across England
JWT won the business after pitching against Rileys Advertising and Aspen
Communications - both of which managed accounts for similar professional
bodies. Rileys recently handled a campaign for the Law Society of
Scotland. Aspen, meanwhile, works with the Institute of Chartered
The Law Society account, which will include press and television
advertising, is expected to spend pounds 5 million over the next three
The pitches were conducted on Wednesday by the Law Society’s public
relations working party under the direction of its president, Martin
Mears. The agencies were asked to come up with ideas to ‘enhance the
image and standing of solicitors in England and Wales, encouraging the
public to value their services more highly’. JWT’s winning idea still
has to be ratified by the society’s 75-member council.
Stephen Carter, JWT’s managing director, said: ‘We are delighted to have
been appointed. Working with the Law Society is a dream brief.
Advertising is an advocacy business, so we will be doing advocacy for
A Law Society spokeswoman confirmed that JWT had won the account.
However, the organisation’s head of public relations who conducted the
pitch, Jayne Ferrin, was unavailable for comment as Campaign went to
The issue of advertising continues to split the profession, with some
solicitors, particularly those working for commercial clients,
questioning its benefit.