Crisis-torn Morgan Cole is launching a London campaign in a bid to raise its profile and drum up business in the City
Client services director Bleddyn Rees is driving the initiative and has already relocated from Cardiff.
The firm said that it wants to have "far more than just a London shop window". The aim is to build up a properly resourced and profitable presence in central London, but the firm will first have to overcome its image as a regional practice.
In the next three years Morgan Cole wants an established corporate finance practice in London and hopes to spin out credible banking, property and dispute resolution practices. Rees said that the firm's "narrow arrowhead" of four target industries - energy, insurance, technology and health - would distinguish its strategy from other regional firms with a London presence.
There are currently 13 partners at its Fleet Street office, with a particular strength in energy.
One strand in 'Campaign London' is an innovative joint venture with Extend Technologies, to create software tool PolicyMatter. The tool is designed to help businesses improve risk management and regulatory compliance through the electronic issuing and checking of corporate policies and compliance.
Rees said the firm had so far invested £300,000 in the project. Rees said: "For Campaign London, this is very exciting. The financial services industry is a target audience and this is a unique product that is substantially raising our profile."