Addleshaws has two main marketing objectives.

The first priority is to increase the amount of work it derives from utilities and companies listed on the stock exchange.

Second, it aims to get more work from small to medium-sized businesses.

It has set about doing this by emphasising the 'quality' of its lawyers and the services which they provide.

"The key plank of our marketing policy is the client care policy and developing a better understanding of our clients' business. We project that through advertising, sponsorship of events and seminars," says managing partner Paul Lee.

Most of Addleshaws' advertising spend goes on print. The firm has taken advertising space in North West business journals, local newspapers like the Liverpool Echo, legal publications, the Financial Times and Investors Chronicle.

Lee himself is active in marketing the firm, but there is also a marketing partner, Sian Spencer. She has the support of a marketing manager and two marketing assistants.

Addleshaws also runs seminars on employment and construction law.

To tie in with its work in the corporate sector, it recently put together a seminar on the Cadbury report on corporate governance, at which the report's author, Sir Adrian Cadbury, spoke.

The firm also sponsors the Halle orchestra, the Royal Exchange theatre and the Royal Northern College of Music.

"Above the line marketing is often overstated," explains Lee. "It's the quality you build into how you do your business that's important'.

Our consultant writes:

Advertisements may be a way of gratifying the partners by putting a firm's name in publications such as the Financial Times, but there is no mention of a media programme, which can be a cheaper way of having the firm's name seen in the more generally respected context of editorial matter.