Israel holds the world record for the number of lawyers per capita, which generates enormous competition for clients and results in one of the lowest average level of lawyer's fees in the western world. Despite these challenging conditions, DLA PIPER, the world's largest law firm (about 4,500 lawyers in 80 offices in 40 countries) decided to set up an office in Israel with its major distinguishing point: providing direct access to the highest level legal services in all the world's leading economies.
The media aim of activities - to inform the relevant target clients for the firm in Israel about the business and legal capabilities of the firm overseas; to increase recognition and familiarity of it; and to support and to assist its business activities.
The challenge – Israel's law firm market is saturated and competitive; and the concern about being perceived (mistakenly) as a threat to local firms; ban on publicizing the activities the legal/business activities of the firm's clients; zero advertising/ content marketing budget.
The strategy that was chosen – Leveraging the media on the various activities that were carried out in cooperation with local law and accounting firms, which do not provide rival services overseas – in order to get across messages such as: it is not only the world's largest, most professional and best connected law firm but also a law firm that does not pose a competitive threat to the local players.
The operative expression of the strategy is that in every media activity (based on organizational public relations) – we presented how DLA's massive international presence contributes to Israeli clients and acts as a 'tie-breaker.' In addition to dozens of articles in the financial media, in 2017 alone we arranged over 15 events of various types and sizes in a range of areas such as: real estate, taxation, infrastructures, technology, and more. For every conference, we put together a full program of tailored content and in every conference we achieved coverage based on quality content – without having to invest money.
The result - During its years of activities with our firm, the client has become one of the most well-connected in the Israeli economy and today represents a long list of leading companies. In 2017, DLA's team grew and the local branch transferred extremely large amounts of work to branches worldwide.
Recognition - Our firm's activities with the client won us the Israel Association of Media Consultants "Roaring Lion" prize for campaign of the year in 2018 in public relations.