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Allens Arthur Robinson

Unique legal sponsorship wins national marketing award

27 October 2004

Allens Arthur Robinson's unique Rugby World Cup 2003 sponsorship campaign has won a prestigious national marketing award.

AAR's campaign won the marketing sponsorship category of the Australian Marketing Institute Awards, which attracts entries from the very best of Australia's corporate sector.

AAR's Rugby World Cup 2003 (RWC 2003) campaign was a unique sponsorship approach in the legal sector. It was also created with tight time and budget constraints: there were just six weeks to devise and implement the entire campaign and no additional funds allocated. In addition, there was some internal concern about this sponsorship's likely benefits.

AAR's Managing Partner Tom Poulton said that the firm's Marketing and Client Services team developed a sponsorship marketing plan that achieved 75 to 80 per cent acceptance rates from targeted clients. The firm's market reputation was elevated by the campaign.

'The Rugby World Cup is the third-largest sporting event in the world and the combined effort of our marketing team and legal team was inspirational,' Mr Poulton said.

'We were pleased with the success of the campaign. Both clients and partners commented on how successful the Rugby World Cup backdrop was for sponsorship functions.'

The AMI judges noted that AAR 'used an excellent creative message to turn a minor sponsorship into strong coverage of PR. The success of the program substantially changed the views of internal AAR managers towards sponsorship.'

Mr Poulton said the fact that AAR had been appointed the Official Law Firm for the Melbourne 2006 Commonwealth Games was a key indication that the RWC 2003 sponsorship was seen by the firm and others as a success.

'The Games organisers made it clear that our successful marketing of RWC 2003 was an important factor in their appointment,' he said.

This is the second time AAR has won an Australian Marketing Institute Award. The merger campaign that launched Allens Arthur Robinson won best professional services campaign at the 2002 awards.

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Notes for editors.

Allens Arthur Robinson was Best Large Professional Services Firm of the Year and Best Large Law Firm in the 2006 BRW-St.George Client Choice awards, and the Chambers and Partners 2005 Australasian Law Firm of the Year. AAR has been awarded an EOWA Employer of Choice for Women citation by the Federal Government's Equal Opportunity for Women in the Workplace Agency (EOWA). Allens Arthur Robinson offers one of the most comprehensive legal networks in Australia and Asia with staff based in 14 cities and eight countries across the region. It was founded in 1822.