the receipts, 05 · fmc law
An always-on brand, seen 6.6M times.
A messaging platform with legs. New ads and new content in market all the time, running 100% of site on the Globe and Mail, Law Pages, the National Post and Legal Post.
Everywhere, all the time.
A brand campaign that runs once is forgotten. This one had to reinforce FMC 24/7.
So we built a platform that could pivot: new ads and new content, on the brand and for each practice, in market fast.
HELMaward
Best Integrated Campaign, Legal Marketing Association.
What we built
four platforms
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National brand
The firm's message, coast to coast.
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Practice groups
The same platform, practice by practice.
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Brand digital
Sponsored sections, "presented by" FMC.
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Cross-border
The platform, taken south.
how it worked
platformpracticealways on
One messaging platform, built to flex. Every new ad came from the same system, so it went out fast and always looked like FMC.
The receipts
impressions
increase in downloads
more traffic to the microsites
Best Integrated Campaign, LMA
Always on. Like the lawyers.
recognition
