Bingham Dana Law Firm Sees Red for Branding

Bingham Dana, an international law firm with more than 400 attorneys, has hired Red to craft its first brand-building campaign.

The shop, with offices in Boston and Mill Valley, Calif., picked up the assignment following a review of undisclosed contenders.

Red will work with Bingham Dana’s Mars Child, the firm’s director of business development, to craft a branding push using media advertising, direct response executions and marketing support materials.

The budget and media plan have not been finalized.

The effort will likely break in the first quarter in The Wall Street Journal, The New York Times and other print media, targeting prospective clients among both established large and emerging entrepreneurial firms, said Jennie Smith Wilson, managing director of Red.

Red’s mission is to update the firm’s image and publicize its array of offerings to “Fortune 500-type clients,” Wilson said. “They want their image to reflect the evolution of the company.”

Ads will serve a dual purpose, hopefully attracting top-notch legal talent to the practice, Child said.

Bingham Dana offers a range of corporate legal and financial advisory services, as well as business and government consulting through its Bingham Consulting Group unit. The firm has offices in Boston, New York, Washington, D.C., Hartford, Conn., Los Angeles, London and Singapore.

Bingham Dana is the first notable client win for Red since Heater Advertising, an 8-person boutique in Boston, was absorbed into Red this summer [Adweek, Aug. 7].

Don Easdon and Jeff Billig, the Mill Valley-based creative directors of Red, and Steve Giuggio, chief executive of Heater, are now equally vested managing partners of Red, which has an overall staff of 25.