The brief
The West Country law firm Bevan Ashford wanted to demerge two profit centres to form two independent firms. We were invited to provide strategic advice and support at the request of the senior partner of the smaller of the two.
Our approach
We participated in the strategic planning at the highest level in the partnership from the very outset and throughout the 3-year run-up to the demerger. In addition to creating a series of naming proposals for the smaller firm – from which they selected the name ‘Ashfords’ – we developed a national profile for the firm in the key areas of corporate finance, property, intellectual property and employment. This helped to dramatically increase their media coverage achieved in the national, legal and local press, with 20 or more placements every month.
The result
Although Ashfords was the smaller of the two original profit centres, they were paid a fulsome compliment by ‘The Lawyer’ following the successful demerger: “The profits have long outstripped those of its more fashionable….relative. West Country they may be, but poor they ain’t.”
