Showcase

The Brief
To develop a communications programme positioning leading law firm Linklaters as a business partner with deep knowledge of the legal issues and global challenges that face business leaders today.

The Challenge
To create a magazine of sufficient calibre and credibility to engage the interest of chief executives and chairmen of large global corporations.

Editorial Response
A quarterly magazine, focusing on global business issues and insights, which is sent to a highly targeted selection of Llnklaters' key global clients. The magazine has included exclusive feature interviews with the CEOs of the world's leading companies including Vodafone, Siemens, Statoil, Deutsche Post, National and Reliance Industries - India's largest private company. The design uses a three-colour palette to ensure a high degree of standout and sophistication.

Results
The first three editions elicited very positive feedback from clients and partners. Linklaters Global Head of Corporate Marketing submitted LQ for the Marketing Award at the 2008 Financial Times Innovative Lawyers Awards with three Linklaters' clients and the editor of the Harvard Business Review acting as referees for the publication. As another measure of success, the mailing list for LQ has grown by 10% since its launch - much of which has been driven by client requests.