What the paper clearly believes is that the parent brand is strong enough to take the reflected glory from the Page 3 campaign and that the success of one department adds to the success of all. Leaving aside the thorny issue of online business cannibalising offline media, historically they have been proven right - page 3 is at the heart of The Sun, what it stands for and what its readers see it as and buy it for. As law firms grow into global businesses whether organically or through mergers, they will face a not dissimilar dilemma. Rarely will the discussion be about putting some marketing push behind a practice area, or, heaven and headhunters forbid, a practice team. Yet in every firm there are real concrete features that existing and potential customers can relate to, form a relationship with and use to understand a firm's position.
Work comes out of a complex mixture of personal relationships, reputations and specific needs.
All of these can be aided by appropriate marketing at the right level. It is pushing the key feature a firm has to offer - its work and its people.