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Co-operative Legal Services (CLS) has unveiled its first-ever advertising campaign, directed by qualified barrister Jamie Rafn.
CLS turned to advertising agency Leo Burnett for the TV and radio campaign, which went live today (Wednesday 5 June). The agency, which also runs campaigns for McDonalds, Coca-Cola and Kellogg’s, was appointment to the Co-operative’s advertising account last year.
According to a CLS spokesperson the aim of the advert is to promote the service as a “caring and jargon free” approach to the legal profession, highlighting its fixed-fees, free initial legal advice and a national telephone service.
CLS’s director of marketing Ian Mackie said the radio ads will feature real-life consumer stories. He said: “The TV advert aims to highlight our understanding of and empathy with customers’ ‘fears’ about dealing with legal matters. The radio ads then concentrate on how we help people going through legal issues with expert, honest advice and clear pricing, so consumers can resolve things as smoothly as possible.”
He added: “Our offer has never been more relevant, particularly with the changes to legal aid and the questions this raises about access to justice. We believe it’s vital to make it as easy as possible for people to gain access to legal advice in both an affordable and unintimidating way. This campaign is designed to support our promise to offer straightforward advice and fixed-fee services that give people clarity and transparency over costs.”
The director of the campaign, Jamie Rafn, studied law and qualified as a barrister before turning his attentions to film.
The SRA approved CLS’s plans to convert Cooperative Legal Services (CLS) to an alternative business structure in March last year (28 March 2012). The company said it would radically increase its staff base from 450 to 3,000 as it expands over the next five years, building five regional hubs around the country.