BRIEF
Dispatches is a long running magazine from law firm Tods Murray that is sent out to an established database. We were asked to look at the publication and give it a new lease of life to ensure better engagement with its audience. It was felt the current content was too service based and didn’t inspire people to want to read it. To some extent it didn’t reflect well on the brand, so it was a case of either improve or remove the publication from the marketing collateral.
SOLUTION
We set out to reinevent the Dispatches publication in every aspect except the name. The page extent was increased to accommodate a wider mix of lifestyle content that appeared alongside the firms own stories. We turned dry legal features into fully engaing and entertaining reads. For example a client profile from a successful restaurateur featured stunning images from the venues, an interesting business story and useful recipes, whilst the hospitality and business team of Tods Murray were endorsed throughout the article. This is the beauty of good branded content, it informs, engages and entertains whilst quietly building the brand in the background.
RESULTS
The newly revitalised Dispatches magazine was launched in June 2011 and has been very well received. As a law firm with both business and private clients the magazine had to reach out and insprire at varying levels. It has done this successfully with many great unprompted plaudits from the client base. One client remarked, “my wife would never normally look at Dispatches, but she sat down with this one and flicked through it for a good half an hour”.
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