Introduction

 

A global law firm had identified a specific awards programme as strategically important. The programme, which is highly regarded, operates in Asia, Europe and the US, and its requirements are closely aligned with the firm’s objectives and brand strategy. However, without sufficient internal resource – including experience in managing awards – results had been average at best. Marketing, communication and business development teams were spending significant time on these awards but without a corresponding benefit. At the same time, partners were frustrated that work they knew was compelling was not being seen as such by the awards programme.

 

MLG Communications was engaged as project manager for the process globally in September 2013. We were asked to help the communications and marketing teams to make the process less “painful”, while also improving results.

 

Key Steps

 

1. Established a proactive and ongoing engagement with the awards programme.

2. Because of the limited timeframe to complete submissions, a process for identifying possible matters has been implemented that starts before the programme officially launches. 

3. Ensured that the criteria for these awards are met by the work submitted. Key to this is excluding some work that, while excellent, does not suit this particular awards programme.  

4. External writers used to prepare draft submissions. 

5. Continuity across regions and from year to year allows the firm to follow up on matters excluded previously or to make decisions that apply globally and not just in one region.