Rowe & Maw is launching a brand-building advertising campaign on London
Underground aimed at bringing its name home to City commuters.
The Rowe & Maw poster ads will occupy space currently advertising KPMG's
services 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 in
Bank station this month will be followed by a 50-tube station campaign in
Although posters have been used by law firms in the past to launch new
offices and for recruitment, City firms have shied away from them.
A marketing expert at a rival firm says that law firms see poster
campaigns as expensive and unfocused: “Very few law firms have used poster
signs. Most regard them as broad-brushed mediums.”
Rowe & Maw is also planning to move to custom-built offices in Blackfriars
Court in spring 2001. It will keep its Cobham House base, but will drop
other locations, including its premises in Sea Containers House.