Avenue C has been appointed media partner to personal injury, class actions and social justice law firm Maurice Blackburn, covering strategy, planning and activation across all paid media channels, AdNews can reveal.
The independent agency replaces incumbent Match & Wood, which won the account in 2024.
Avenue C managing partner Will Chapman said the pitch showed Maurice Blackburn's marketing team had both commercial clarity and genuine purpose.
"That combination is rare and was exactly the thing that made us incredibly excited about partnering with the Maurice Blackburn team,” Chapman said.
“We already have exciting planning underway and are looking forward to making a contribution for the many Australians searching for legal support.”
Maurice Blackburn's general manager of marketing, Stephen McKeown, said the decision came down to alignment as much as capability.
"Avenue C has redefined what we expect from an agency partner,” McKeown said.
“Their honesty, transparency and integrity are matched only by the strategic firepower of their senior team.
“We're already seeing real results, and it's clear this is a partnership built on genuine alignment with our brand, our values and our ambitions," McKeown said.
Avenue C identified early differences between the legal sector's commercial model and conventional business models, shaping an approach built around that model rather than a standard retail media playbook.
Maurice Blackburn's purpose, ensuring people have access to justice, resonated with the Avenue C team from the first meeting.
Avenue C was also named AdNews Agency of the Year in February.
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