Mishcon de Reya, the law firm whose former clients include Heather Mills McCartney and Princess Diana, has appointed Leagas Delaney to work on a brand repositioning project.
The agency, which was appointed without a pitch, is carrying out a strategic and creative review of the business. As part of the project, the agency will also review the use of all marketing and sales material.
Mishcon wants a new positioning that reflects its “huge” growth over the past three years, as well as ambitious plans for the future.
It is keen to stand out from its competitors in the crowded legal market, as well as demonstrate its breadthof services.
The firm is best known for its divorce and family work because of its high-profile clients, including Princess Diana when it handled her divorce from Prince Charles. It also worked with Heather Mills on her divorce from Paul McCartney, before she decided to represent herself.
Mishcon reported a 60% rise in turnover from £29.4m in 2006 to £47.1m this financial year. Its work falls across four main areas: business, real estate, dispute resolution and personal.
Leagas Delaney managing director Elliot Moss says the appointment is unusual for a law firm and that the category “has suffered from poor strategic and creative thinking”.
The appointment follows Leagas Delaney’s win of price comparison site Beatthatquote last month (MW August 7).