Last Thursday, Friends Legal attended the British Wills & Probate Awards after being shortlisted in two categories. We’re delighted to announce that we have won the award for the ‘Best Use of Marketing and Social Media’ category, beating out many national brands.
The hybrid event was watched both online, and in-person at the Grand Hotel in Birmingham. Our own Tony O’Malley (managing director), Amy Wardrop (associate, head of By Your Side), and Tom Heaphy (business consultant) attended to represent Friends Legal. The awards ceremony featured around 20 categories for all manner of legal firms, with the full list of winners published on the TWAP website. The evening was hosted by Jenny Bond — television presenter and former royal correspondent for the BBC.
“After a year like no another, it was great to be back in the room at a British Wills and Probate Awards. Great to see faces both familiar and new, we can’t wait for next year! Congratulations to all of the winners, highly deserved, and it was clear to see just how much it meant to you!”Michael Edwards — Group Business Director at Headline Sponsor Executor Solutions
Winning The Award
The BWAP’s own criteria for the Marketing Award was:
- Show exceptional originality and innovative thinking within a marketing campaign.
- Prove success through improved client awareness, knowledge, and profitability.
- Demonstrate outside the box thinking, surpassing the campaigns of competitors.
We felt that the private client market in Scotland was dated. We set out to challenge the industry with a new approach, new technology, and in turn offer fair pricing to customers. The award demonstrates a success in our goals as a firm, not just in our ability to be creative, but to turn that into great service and profitability.
“The Stand-out Submission”
The award was presented by Lindsay Gibson, marketing manager for Today’s Legal Content, who were the sponsors for the award. When presenting the award, Lindsay said:
“When done right, marketing can be seriously effective at targeting, communicating with your prospects and existing customers. Integrating campaigns can ultimately drive engagement, generate leads, and build customer loyalty. Here we have three companies who have absolutely nailed it when it comes to their campaign strategy. Here’s what the judges had to say about the winner: ‘It was the stand-out submission for this category.’”
Lindsay’s words, as a fellow marketeer, really underline the importance of good marketing as well as singing her praises of our approach. You can watch the full ceremony here, or below, where our category starts at the 26:38 mark (you many need to turn up your volume, it is a little quiet).
Josh Davidson, Friends Legal’s marketing consultant, worked extensively on the launch of our new probate-led service. Josh is responsible for all aspects of our website, advertising, social media and graphic design. We collaborated with Family Comms to produce the new illustrations and brand, as well as Lane Media, to get our animated television adverts out to the Scottish public. The use of the “family” has been instrumental in building a recognisable and dynamic brand. This award-winning (it’s still sinking-in) combination helped raise awareness of our new offering in a way that we can confidently say has succeeded.
“Not only is this award overwhelming validation for Friends Legal, but a key signal that our approach works. We’ve had a lot of feedback and data to suggest consumers reacted positively to what we were putting down, but to receive this acknowledgement from the industry itself is tectonic. It reinforces my ethos, that if you are genuine and develop a brand that is creative and unique to your business, people will feel the passion your company has and want to work with you.”Josh Davidson — Creative & Digital Marketing Consultant
Massive Well Done To Amy Wardrop
Friends Legal were shortlisted for two awards, the other for Amy Wardrop being the young practitioner of the year. Amy unfortunately didn’t win, but we’re over the moon that she was on the shortlist for this very prestigious award. Her work in the team has been nothing short of incredible, providing the great service we’re able to advertise in the first place.