The campaign, developed by Tullo Marshall Warren, is based on the theme of there being "two sides to every argument".
The St Paul is targeting 9,500 law firms, from big City companies to high-street sole practitioners. Legal professionals who read the Law Society Gazette and The Lawyer will be given the opportunity to read a conceptual press ad based on the "two sides to every argument" theme -- sink vs swim, safe vs sorry, small print vs big print -- to encourage them to sign up with The St Paul for their annual indemnity cover.
The ads clearly explain the benefits of The St Paul policy, while using a copy-heavy approach, appropriate for solicitors and legal executives.
In addition, law firms will be sent a DM pack, containing a letter, brochure and proposal form, which also shares the same theme to give a consistent look and feel to the campaign. The DM will be supported by plain text email.
Damian Musgrave, senior account director at TMW, said: "We based our creative approach on the understanding that solicitors view the world through balanced argument and reasoned debate. Acknowledging that our audience is fairly conservative, and has a tendency to read documents in detail, we have taken a copy-heavy approach to the ads."
The St Paul is the Law Society's partner in the provision of professional indemnity insurance to the legal profession.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .