Array ( [Winners] => Array ( [0] => Array ( [PeopleID] => 23 [FirstName] => New Family Organization [LastName] => - 2009 [Title] => Family, Justice and Law Initiative ) [1] => Array ( [PeopleID] => 22 [FirstName] => Practical Law Company [LastName] => - 2009 [Title] => Creating Efficiency for Business Lawyers ) [2] => Array ( [PeopleID] => 19 [FirstName] => Novus Law [LastName] => - 2008 [Title] => Documenting the E-Discovery Process ) [3] => Array ( [PeopleID] => 20 [FirstName] => Mallesons Stephen Jaques [LastName] => - 2008 [Title] => PeopleFinder ) [4] => Array ( [PeopleID] => 9 [FirstName] => Holland and Hart LLP [LastName] => - 2007 [Title] => Holland & Hart Foundation ) [5] => Array ( [PeopleID] => 10 [FirstName] => DLA Piper US LLP [LastName] => - 2007 [Title] => New Perimeter ) [6] => Array ( [PeopleID] => 11 [FirstName] => Mallesons Stephen Jaques [LastName] => - 2007 [Title] => TalentNet ) [7] => Array ( [PeopleID] => 12 [FirstName] => Raskin Peter Rubin & Simon LLP [LastName] => - 2007 [Title] => Association of Media and Entertainment Counsel ) [8] => Array ( [PeopleID] => 13 [FirstName] => DLA Piper Rudnick [LastName] => - 2005 [Title] => Venture Pipeline ) [9] => Array ( [PeopleID] => 14 [FirstName] => Simpson Grierson [LastName] => - 2005 [Title] => ) [10] => Array ( [PeopleID] => 15 [FirstName] => Masons [LastName] => - 2004 [Title] => OUT Law ) [11] => Array ( [PeopleID] => 18 [FirstName] => Blank Rome LLP [LastName] => - 2004 [Title] => Comprehensive Training Program ) [12] => Array ( [PeopleID] => 16 [FirstName] => The Law Chambers of Nicholas Critelli, P.C. [LastName] => - 2004 [Title] => Work space design ) [13] => Array ( [PeopleID] => 17 [FirstName] => Wragge & Co. [LastName] => - 2004 [Title] => Cost accountability ) ) [Winner] => Array ( [FirstName] => Simpson Grierson [LastName] => - 2005 [Title] => [MainNarrative] =>

2005 InnovAction Winner

Simpson Grierson, Auckland, New Zealand implemented a series of very deliberately planned actions designed to transform the law firm from a market follower to a market leader. These initiatives involved conducting (before and after) independent market research, obtaining partner support, overcoming past experiences, changing cultural inhibitions, and instituting a bold marketing and communications campaign to counter overly conservative perceptions, and reposition the firm as more dominant, contemporary and dynamic.

There was extensive time and effort invested in packaging the evidentiary materials, but what was most impressive to the judges is that the firm was able to provide independent market research showing the before and after results from their efforts.

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