Uncertain times are calling for certain new measures in the legal field. Chief among them: good law firm marketing. The goal of marketing has always been to address the needs, hopes, dreams, and aspirations of consumers. But how do you speak to consumers and advertise your business during a global pandemic? In the words of Richard Storey, M&C Saatchi’s global chief strategy officer, “In times where our security is threatened, people are hardwired to seek clarity and calm.”

Enter the latest branding campaign for Vermont personal injury law firm, Brady / Donahue. Realizing that the firm’s previous strategy of advertising “Personal Visits” and in-person consultations for victims of personal injury would no longer be viable, Shark hustled to set a new course for personal injury law firm advertising that addresses the current times. A series of “Trust” ads, designed to reassure and reinforce the firm’s commitment to achieving the best possible outcomes for their clients, is the first step in an integrated brand campaign that will grace print, digital, radio, and pre-roll TV media in the coming weeks.