I am proud of the insight behind this as exemplified by the American lawyer joke:
Q: What do you call 10,000 lawyers at the bottom of the ocean?
A: A start.
The perception was that law offices were stuffy, out of touch and staffed by old men who had a meter running while you spoke. They needed press, digital and DRTV.
Quality Solicitors spent just 40% of what they had spent with a famous agency the year before to achieve staggeringly higher click-throughs, calls and indeed real-life visits.
“I love my lawyer. It’s not impossible.”