Ad campaign woos clients with a laugh

Wragge & Co has launched an advertising campaign in a bid to tempt clients away from City litigators.

The series of four adverts, extolling the virtues of the 17-partner, 110-lawyer strong litigation department, will appear in the business press over a four-month period. Developed by Vivarini Advertising, the adverts use cartoons making fun of lawyers while hammering home the message that litigation can prove disastrous if entrusted to the wrong person.

"The purpose of this campaign is to reinforce the changing perceptions about the provision of legal services," said Wragge & Co senior litigation partner Andrew Manning Cox. "There is no longer the need for companies to buy those services from London."

Heather Stack, who commissioned the campaign, would not reveal its cost, although sources suggest it was about £12,000. She said humour was used to make the ads stand out from the usual legal advertising.

The firm believes it is the first time the litigation team of a firm has launched a national advertising campaign.