Problem How do you increase a local law firm’s client base in a competitive market? Solution By using an OOH campaign to brand them as attorneys who took cases “personally.” Background McMillen, Urick, Tocci, & Jones was experiencing stiff competition locally with other law firms, and realized that its local newspa - per ads were no longer effective. They tried other media without much success. Objective McMillen, Urick, Tocci, & Jones wanted people to recognize them as the firm behind the personal law brand. There are groups of attorneys in the law firm who specialize in a various aspects of law, so it needed to reach a wide range of demographics. After attempts with other media, they turned to OOH to help brand them as the attorneys who took cases “personally.” Strategy The strateg

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