Challenge and analysis
In mid-2020, a new law firm appeared on the Polish legal market: B2RLaw Jankowski Stroiński Zięba & Partners. It was the merger of two similar mid-sized Polish law firms – Zięba & Partners and JS Legal Jankowski Stroiński – into one of the largest law firms in the country. Unfortunately, the new law firm found itself out of the rankings in 2020. The main aim of the activities was therefore to introduce the new law firm to the market, media positioning of key lawyers and and a return to the rankings.
The strategy was based on positioning the law firm in the market. To achieve this, a completely new brand architecture, distinctive design and corporate identity were used. These elements were based on three pillars:
• Breaking Boundaries – innovative advisers, pioneers on the Polish and international legal market, who do not like to follow the well-trodden paths and prefer to set their own,
• Transforming 2gether – a dynamically changing world requires clients to be confident that they have an adviser who keeps up and is ahead of trends,
• Law Redefined – the law by its very nature is rigidly defined, so the B2RLaw team has a very different approach, changing the way the law is practised and applied, always looking for the best possible solution.
We assumed that effective brand representation in the market could only take place by showcasing key partners and lawyers widely in the media and at industry events. We created an annual plan for the positioning/appearances of the firm’s representatives in sectors related to real estate, venture capital, compliance and ESG, among others.
The agency conducted media training for lawyers who were to be ambassadors in the media. The agency’s innovative approach was that it recommended to the client to position in the media even lawyers who have been associated with the firm for a short period of time and do not have many years of experience, but have been preparing and developing materials/analysis for very narrow legal issues. We decided on democratisation in media relations, which worked well. As a result, the team felt valued, engaged and, while building their personal brand, strongly supported the strengthening of B2RLaw’s corporate brand reputation.
• expert positioning,
• media relations,
• own debates,
• positioning at events,
• closed-door training for potential clients (b2b).
During the cooperation, the main focus was on expert positioning of the firm’s lawyers and publicising the firm’s greatest successes. Leading lawyers of the law firm appeared in the pages of the largest Polish dailies (Dziennik Gazeta Prawna, Rzeczpospolita, Puls Biznesu, Gazeta Wyborcza), took part in RTV programmes on the topics they deal with (e.g. TVN24 – tax issues, State of the World Report – global start-up industry issues) and published materials in industry press (e.g. Personel Plus, HR Personel&Zarządzanie, Świat Przemysłu Farmaceutycznego).
In 2021, the B2RLaw law firm is ranked 43rd in the “Rzeczpospolita” ranking. Whereas in 2022, it is ranked 5 positions higher.
- Communication reach July 2021-November 2022: 5.3 million
- Media value of communications in the period July 2021-November 2022: 6.4 million
- Number of publications in the period July 2021-November 2022: 400
In 2022, law firm B2RLaw was recommended in the categories in the Legal 500 ranking.
In its first year of operation, B2RLaw was awarded first place in the category “the largest number of Venture Capital transactions in the Central and Eastern European (CEE) region in 2020” in the international Pitchbook 2020 Global League Tables ranking, which thus recognised B2RLaw as the most active law firm advising in this market segment in our region.
In addition, B2RLaw was also ranked as the 23rd most active law firm across Europe in Venture Capital (as the only law firm from Poland) and the 17th most active law firm representing the investor side in Venture Capital transactions.
B2RLaw is the only law firm in Poland that has been recognized twice in the prestigious international Financial Times Innovative Lawyers Ranking, which recognizes law firms from around the world for their commitment to innovation in the legal industry. Moreover, B2RLaw is the only law firm with Polish lawyers who were individually recognized in the ranking for their commitment to innovation. In particular, they were recognized for their work in attracting new international investors to Poland.