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Boston Law Firm Tries New Direction

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BOSTON "Driving business advantage" is the tagline Boston-based Foley Hoag unveils today in a marketing push designed to subvert conventional law-firm advertising and stand out in a crowded marketplace.

The print-based push features monochrome images by fashion photographer Rodney Smith and displays a surreal, Magritte-influenced sensibility, showing well-dressed men and women in unexpected settings, such as a forest rather than an office suite. "Perspective is not just a matter of what you see, but how you see it," reads one headline.

The goal is to make professionals consider how they plan to meet major challenges and attain long-term success.

"It became obvious to us in developing a new marketing communications program that we would need to reach beyond the typical advertising used by law firms," said Robert Sanoff, co-managing partner at Foley Hoag.

Design firm Right Hat in Boston crafted the ads.

Ads will run in The Boston Globe, The Wall Street Journal, New York Magazine and The New York Times Magazine, among others. They will also appear online, as part of the firm's collateral materials and in airport dioramas in Boston and Washington, D.C.

"We consider this effort as more than just a brand relaunch," said Mark Young, Foley Hoag's chief marketing officer, who previously served at Boston ad agency Partners + Simons. "We've created a whole new communications platform to help drive practice and business development across the entire firm."