Shine Lawyers kicks off creative tender

Shine Lawyers kicks off creative tender
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EXCLUSIVE: National law firm Shine Lawyers has launched a tender for its creative advertising account, B&T can reveal.

Stephen Dein, CMO at Shine Lawyers, confirmed that the process was in its primary stage and that all eight agency submissions will be considered.  

Dein expects the first round of pitches to be completed by the end of the month, and the second round to be completed in May, with a final decision expected to come soon after.

“We will make a decision fairly quickly after the second round is done, we want to kick off the new financial year with something,” he said.  

Dein confirmed the law firm is looking for something that will encompass the various elements of the business and make it stand out from the pack.

“One of the remits when I came on board six months ago was to look at the category to see what our point of difference was. What we found is that there’s very little differentiation in our category in regard to how people communicate with potential clients and consumers, and really drive a different point of value to the industry. That’s really what we’re looking for.”

Last year, Shine Lawyers launched a new brand campaign featuring legal legend Erin Brokovich (pictured).

The campaign, created by Brain Heart, featured an original song by Australian artist Mark McDuff titled "I won't give in" and the tagline "right wrong".

Dein said it’s yet to be decided whether Brokovich will be at the forefront of the firm’s new campaign, but he didn’t rule it out either.

“Erin is an absolute asset to the brand, and we’ve a strong relationship with her … whether we progress that into the new advertising or not is yet to be determined,” he said.

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