But the aim of appointing an advertising agency is to get strong creative work to differentiate the business from its rivals in the minds of clients and staff. At the pitch stage, it is not just about choosing the funniest or most striking creative work. The strategic element is essential. The agency should present a clear understanding of the goals the firm wants to achieve, its position in the market and long-term objectives. If the strategy is right, the creative work should follow suit.
Cost is the main factor that deters law firms from launching sustained advertising campaigns.
Agencies now charge fees rather than commission on media spend. This fee is worked out by adding the day rates of staff employed to the overheads. Profits might be about 20 per cent above this, though a performance element can be factored in - 20 per cent profit if the advertising generates 3,000 extra inquiries or up to 25 per cent if there are 5,000. Some question whether it is necessary to employ an agency at all. Simon Slater, director of strategy at Osborne Clarke OWA, claims that in seven years in the business, he has never once used an advertising agency for a campaign.