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.
“Our primary goal with the campaign is to counter the daily barrage of negative images that often define people’s perceptions of how attorneys and the justice system work,” said Steve Kunkel, TraverRohrback account service director.
The campaign will likely launch in late 1998 or early 1999.
–Tanya Gazdik