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Online
Newsletter
FEBRUARY / MARCH 2002
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Welcome
to our newsletter for February / March 2002;
in this edition, we provide the results of our
'survey' amongst senior professional services
marketers and executives of their perceptions
of the best in the industry during 2001.
If
you wish to unsubscribe, please email us at
info@davismarketing.com.au
we will be sad to see you go but we respect
your wishes at all times.
Regards
Dianne
Davis
Principal |
In
this edition:
Item
1: 
Best
Professional Services Firms and Marketers
in 2001
Item
2:
On
the Hustings
Item
3:
New
Business Win
Item
4:
Website
Refresh
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Item
1:
Best Professional Services Firms and Marketers
in
Australia in
2001 |
| We
invited up to 20 senior professional services
marketers and executives with extensive
experience in the sector (covering law,
accounting and management consulting) to
nominate their picks for best firm /individual
marketer across six categories; we then
collated the results.
The
results are, by their very nature, subjective
and represent only a small sample of the
industrys' professionals - nonetheless,
they provide an interesting gauge (a "pulse"
if you like) of perceptions and views of
the sector's strong performers during 2001.
The
respective categories, and top nominated
firms and individuals are:
| 1.
Most Creative / Innovative Law and
Accounting-Consulting Firms in 2001
(includes
overall approach / positioning in
the marketplace; new product development;
use of technology; channel delivery;
branding, firm culture; work-life
balance initiatives) |
| Law:
Gilbert & Tobin
Has
carved "out a niche as the technology/
IT firm" and as a flow-on "have built
a brand and marketplace perception
as innovative".
Accounting-Consulting:
Deloittes
Deloittes
receive particular acknowledgement
for their "well- executed positioning
strategy"; "effective emerging market
/ middle market positioning"; "clear
differentiation in the Big 5" and
a progressive partnership "willing
to try new ideas and adopt business
models outside of the square".
In
addition, it is "known as the most
people-friendly of the Big 5", with
its 'Signals' program being acknowledged
strongly in the marketplace. |
| 2.
Best
Brand / Marketing Communications Initiative
by a Law Firm in 2001; by an Accounting-Consulting
Firm in 2001 |
| Law:
Allens Arthur Robinson -
for its merger launch / re- branding
Recognised
by the market as a "bold and impactful"
initiative in a very conservative
market and "outside the norm" for
a law firm.
Accounting-Consulting:
Accenture brand launch
Acknowledged
for, "breaking the mould with unusual
media buys";" the sheer magnitude
of the task"; and as "highly impactful,
sustained and creative". |
| 3.
Best
Media / PR Profile for a Law Firm
in 2001; Best Media / PR Profile for
an Accounting-Consulting Firm in 2001
(includes
both qualitative and quantitative
media coverage) |
| Law:
Minter Ellison, with Gilbert and
Tobin a close second
For
Minters generally "high visibility";
for Gilbert and Tobin recognition
that it has "punched above its weight"
in getting positive media coverage.
Accounting-Consulting:
PriceWaterhouseCoopers
"Consistent strong, positive coverage";
"have done well in positioning themselves
as a thought leader". |
| 4.
Most
Progressive Culture for a Law Firm
/ Accounting- Consulting Firm
(includes
gender awareness/ staff diversity;
flexible work practices; family friendly
policies; physical work environment
etc) |
| Law:
No clear winner, but firms with
multiple nominations include, Blake
Dawson Waldron, Minter Ellison, Gilbert
and Tobin and Allens Arthur Robinson.
Accounting-Consulting:
Deloittes
"Deloittes have made huge advances
in these areas over the last couple
of years'; "... they have some very
people- friendly programs".
Deloittes
offer a wide array of programs (e.g
"Tiny Tots" for families expecting
their first child, to effective salary
packaging, to private counselling
for staff facing work or personal
problems). |
| 5.
Best
Professional Services Marketer in
Law / Accounting - Consulting for
2001
(long-term contribution to industry;
specific marketing campaign; contribution
to change culture) |
| Law:
Trish Carroll, Director of Marketing,
Minter Ellison
During
a 15 year career with Minter Ellison,
has been instrumental in taking the
firm from being a small, second tier
player to one of the largest and most
successful in Australia; for making
marketing respected and valued within
the firm, and considered an integral
part of Minter's business development.
In
addition, Trish has made a substantial
contribution to law firm marketing
in general, including being one of
the key drivers behind The Australian
Law Firm Marketing Association (now
APSMA).
Accounting-Consulting:
Caroline Trotman, Global Director
of Marketing, Government, Accenture
Respected as one of Australia's most
thoughtful, articulate and intellectually
able professional services marketing
executives.
In
her roles with Deloittes, A.T. Kearney
and now Accenture, Caroline has provided
intellectual leadership to the profession
over a number of years.
As
well, in her role as NSW State President
(Australian Marketing Institute),
she made a significant contribution
to lifting the profile of professional
services marketing. |
| 6.
Most
Improved Law Firm in 2001 / Most Improved
Professional Accounting - Consulting
Firm in 2001
(includes reputation / market perception;
market positioning; quality of marketing;
quality of people) |
| Law:
Minter Ellison
Consistent
visibility; enhanced business development
capability; revenue growth; commitment
to marketing
Accounting-Consulting:
Deloittes
"Clearly
differentiated from the other Big
5"; "..personable and approachable
partners"; strong revenue growth from
middle market positioning strategy"
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| Item
2:
On the Hustings
|
| In
February, Dianne Davis will participate
in two industry conferences, chairing panel
discussions.
The
first of these is moderating a panel on
entrepreneurialism at The Leadership
Redefined Conference (a joint Conference
Board / Australian Human Resources Institute
event) in Sydney on 19 February.
The
second, is facilitating a panel on marketing
metrics and communicating marketing effectiveness
internally at The Marketing Metrics:
Measuring and Maximizing Marketing Effectiveness
& ROI Conference in Sydney on 27 February.
Then
in March, Dianne will conduct a Master
Class in Tendering, sponsored and supported
by The Australasian Professional Services
Marketing Association.
Classes
will be held in Sydney, Melbourne, Brisbane
and Adelaide, and will be delivered in two
sessions: one specifically targeted at medium-large
firms, the other targeted at smaller firms.
Details
on actual dates and venues will soon be
available on the APSMA website at www.apsma.com.au.
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| Item
3:
New Business Win
|
| In
December 2001, Davis and Associates, as
part of a strategic partnership with communications
group, Capital, were appointed Deloitte
Consulting's external media relations agency
in Australia and New Zealand. |
| Item
4:
Website Refresh |
| In
late 2001, we refreshed the look and feel
of our website, updated existing content
and added fresh, relevant content.
We
also improved the navigability and layout
of the site. Please visit us at
www.davismarketing.com.au
.
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Next
Issue:
HR
& Marketing - The Importance of Working
Together.
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Produced
by
MC3
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