For the firm that has distilled and communicated ideas that confer business advantage.

2017 winner

Trowers & Hamlins

This ambitious campaign challenged prevailing thinking about building and measuring value in real estate. A multi-faceted research programme investigated the core question of whether financial success can be aligned with good place-making. The concept was clearly aligned with Trowers&Hamlins’ brand, with a clear call to action for the firm’s services. The programme was championed by the Head of Real Estate and there was broad participation across the firm, clients and industry stakeholders. Strong marketing activation enabled the programme to move effectively from thought provoking content to profitable conversations. The judges were impressed that the firm had invested for the long-term in a sustainable campaign platform, with future plans including turning insight into action with the creation of a metric scorecard to help public and private sectors to create successful places for business, industry and communities.

Best Thought Leadership

From left: Austin Healey, Nicholas Barrows, Jennie Gubbins, Tom Elliot (ING Media) and Stuart Foster (NatWest)


2nd place

Freshfields Bruckhaus Deringer

Freshfields’ Beyond Brexitprogramme is an excellent example of thought curation in action. The team brought together perspectives from insightful thinkers on the long-term implications of Brexit – in a sea of noise this was a well-executed and timely campaign. It included valuable insight from key partners, affirming the firm’s cross-border and commercial credentials, as well as an important perspective on the international stature of English law.




Bird & Bird
Browne Jacobson