Bingham Dana Sees Red for Repositioning Work

Bingham Dana, an international law firm with more than 400 attorneys, has hired ad agency 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. It will work with Mars Child, Bingham Dana’s director of business development, to craft a branding effort using media advertising and direct response executions.

The budget and media plan have not yet been finalized.

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

The agency’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,” she added.

Ads will serve a dual purpose by also 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 also has offices in Los Angeles, New York, Washington, D.C., Hartford, Conn., London and Singapore.

Bingham Dana is the first notable company Red has added to its client roster since it absorbed Heater Advertising, an eight-person boutique in Boston, earlier this summer [Adweek, Aug. 7].

Don Easdon and Jeff Billig, the agency’s Mill Valley-based creative directors, and Steve Giuggio, former chief executive officer of Heater, are now equally vested managing partners of Red. The agency’s staff now numbers 25 overall.