"Anwälte - mit Recht im Markt" initiative

The competitive pressure on small and medium-sized solicitors’ practices is growing. With the planned liberalisation of the legal advice market, banks, insurance companies and management consultants are increasingly developing into direct competitors, threatening to contest key sectors of the market for non-judicial legal advice through their major market and marketing strength. Commissioned by Germany’s Federal Bar (BRAK), the “Anwälte – mit Recht im Markt” initiative conceived and implemented by Johanssen + Kretschmer led lawyers to change their attitude, helping them to shape up to this new competition.

With the “Anwälte – mit Recht im Markt” campaign, Johanssen + Kretschmer sought to alter the image of lawyers by presenting them in a new light in the marketplace. The initiative was aimed internally, to encourage lawyers to be more focused on the needs of their clients, while at the same time helping to communicate this externally. This approach achieved a long-term, sustainable effect that went beyond the short-term impact of an externally directed, image-building campaign. We focussed on providing concrete support to solicitors in changing times, taking up the theme, “Sie bereiten sich vor. Wir helfen Ihnen dabei” (“You’re getting ready. We’re here to help you”).

A total of six ads were placed in the BRAK magazine, the journal for members of Germany’s Federal Bar. In addition, the 28 regional Chambers of Lawyers received templates and colour-printed inserts featuring the ads, which they could use for their communications.

Click here to find out more (German PDF download).