A social media campaign from regional firm Dutton Gregory shines a spotlight on the people behind the firm.
The campaign will see 12 of the firm’s legal team publish short films under their own name, exploring who they are, what drives them and the difference they make. Participants are drawn from across the firm, from new business roles to partners and the managing partner, Paul Sams.
Explaining the campaign, Sams said: “Most firms don’t survive or thrive because of the name on the door. They survive and thrive because of the people behind it.
“We want the market to hear from the people doing the work. This is the natural next step after a period of work on our own strategy and growth, and it’s overdue.”
The campaign “makes a pointed bet” that most people are only loyal to a firm’s name for as long as it takes to learn the names of the people in it, Sams explained.
And, he added, it follows that the reverse is just as true; firms lose clients and talent when the people behind the name go unrecognised.
“It touches live tensions in the profession too”, Sams said. “Personal branding versus client confidentiality, and whether individual lawyers speaking informally in public strengthens or dilutes a firm’s identity.”
Dutton Gregory partner and head of wills, trusts and estate planning Emily Taylor (pictured) is one of the 12 taking part. Her messages explain the process behind modernising private client work, including digital assets.
Taylor said: “This campaign has been such a huge journey for all of us at Dutton Gregory.
“It hasn’t just been about promoting ourselves, it has been about showing who we are as humans, what drives us and the difference it makes to the people around us whether that be our clients or colleagues.
“It has made me realise how lucky I am to work with such a diverse and driven group of people.”
To see all the videos and posts in the campaign, search for the hashtag #ThePeopleBehindTheDifference on LinkedIn.
