Launching a new practice area for a global law firm

Case Study

SITUATION

An AmLaw 100 firm known for its strong regulatory practice wanted to launch an of-the-moment new practice area, including positioning its capabilities among key business, legal and aviation publications and its lead partner as a go-to source on industry trends.

RESULTS

Secured more than 50 media placements within business, legal and aviation industry media

Developed strong relationships between the lead partner and top-flight business and legal outlets.

STRATEGY

Greentarget leveraged the lead partner’s reputation for excellence in the aviation sector and his experience in Washington D.C. as a former senior member in two U.S. government agencies to create a symbiotic relationship with key media.

  • wsj
  • theAmericanLawyer
  • reuters
EXECUTION
  • Made the most of the practice announcement by referencing recent trends and positioning the group as the first Washington D.C.-based practice of its kind.
  • Delivered a steady drumbeat of byline articles on the business implications of the evolving regulations.
  • Positioned partners’ insights on regulatory developments through a series of introductory calls and meetings with key media outlets.