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Rowe & Maw is launching a brand-building advertising campaign on LondonUnderground aimed at bringing its name home to City commuters.The Rowe & Maw poster ads will occupy space currently advertising KPMG'sservices at Bank station, says a Rowe & Maw spokesman.The spokesman says Rowe & Maw needs to raise its profile.The ad proclaims: "big on commitment... and long standing relationships."A campaign featuring the slogan on a poster half the size of a billboard inBank station this month will be followed by a 50-tube station campaign inSeptember.Although posters have been used by law firms in the past to launch newoffices and for recruitment, City firms have shied away from them.A marketing expert at a rival firm says that law firms see postercampaigns as expensive and unfocused: "Very few law firms have used postersigns. Most regard them as broad-brushed mediums."Rowe & Maw is also planning to move to custom-built offices in BlackfriarsCourt in spring 2001. It will keep its Cobham House base, but will dropother locations, including its premises in Sea Containers House.
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