Larry Bodine Law Marketing Blog

The ghost in the Fisher & Phillips LLP advertisement began to appear in late 2006. 

The ad was published in five trade publications and in all of the firm's local markets except Florida where a different ad ran. Sixteen local publications are involved in the campaign. "The ads will start to appear again in March or April depending on the market. The "ghost" ad will not run all year, but is part of a three-ad series we are running this year," Sullivan said.

The ad depicts a spectral image of a woman in an office with the tagline, "You fired her a year ago. Now she’s come back to haunt you."  It won the firm a 2007 LMA Your Honor Award. To see the winning ad full-size in a PDF file, visit http://www.laborlawyers.com/files/13146_Ghost%20Ad.pdf

Fisher & Phillips LLP (www.laborlawyers.com) is a leading national law firm in labor and employment law, with 190 attorneys headquartered in Atlanta and 17 additional offices. Founded in 1943, it was one of the first U.S. law firms to concentrate its practice exclusively upon representation of employers in labor and employment matters.

The creative for the ad was developed by RiechesBaird of Irvine, CA. They developed several ad concepts after meetings with marketing partner Jim McDonald,  chairman Roger Quillen, partner John Thompson of the management committee,  COO Phil Bodine, and CMO Kevin Sullivan. They also conducted in-depth interviews with more than 20 partners to help RiechesBaird understand the firm's culture and how it conducts its business.

The ad campaign started in the 4th quarter of 2006, appearing in:

• Corporate Counsel
• Atlanta Business Chronicle
• Charlotte Business Journal
• Greater Columbia (SC) Business Monthly
• Dallas Business Journal
• NJBIZ
• Portland Business Journal 

"Anecdotally, we have received only positive feedback from people. People have told us they believe it is very creative, tells a story that's easy to understand, and stands out from other ads," Sullivan said.