Marks Paneth Launches New Brand Campaign

New York-based Marks Paneth (FY17 net revenue of $131.4 million) has announced the launch of its new brand positioning and introduced a new advertising campaign, Success is Personal.

The campaign focuses on the firm’s tradition of valuing client relationships and placing the highest priority on helping clients reach their goals. Firm leaders wanted to redefine the brand to better reflect its culture, values and client service. After months of research and interviews, three characteristics of the firm’s service emerged: a deep understanding of clients’ businesses, strong relationships and the caring nature of its professions, the firm says in a statement.

“We recognize that success varies among clients, based on their life and business stages,” says Chief Marketing Officer Diane Paoletta. “This recognition was the basis for our new advertising campaign, Success is Personal, which is written from the client perspective and focuses on their needs above promotion of the firm itself.”

This new brand positioning will also be reflected in the firm’s recruitment and employee retention initiatives, which are aimed at a diverse, multi-generational population. Personal success has already been the focus of many of the firm’s work-life balance initiatives. The advertising campaign is being rolled out on radio and commuter trains and in print and digital media.