Simpson Grierson (2005)

The Auckland, New Zealand firm of Simpson Grierson was also selected in the “Market Disruptors” category, for a series of very deliberately planned actions designed to transform the law firm from a market follower to more of a market leader. These initiatives involved the conduct of (before and after) independent market research, obtaining partner support, overcoming past experiences, changing cultural inhibitions, and instituting a bold marketing and communications campaign to counter overly conservative perceptions and reposition the firm as more dominant, contemporary and dynamic.

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