Not Guilty, As Charged

Talk about tough brand repositioning assignments. Kalamazoo, Mich., agency TraverRohrback has been named agency of record for the State Bar of Michigan.
The $1 million account gives the shop the daunting mission of creating the nation’s first statewide image campaign for attorneys.
Michigan is a unified bar state, meaning all 32,000 of the state’s lawyers are automatically members of the state bar. TraverRohrback is charged with developing a campaign that not only improves the perception of the attorneys, but also educates the public about the overall justice system.
“The real key will be to create a campaign that will hopefully increase the public’s understanding of the justice system, and at the same time explain what a crucial role lawyers play in our society,” said Danial Kim, the State Bar of Michigan’s deputy executive director.