Howatson+White wins creative account for social justice law firm Maurice Blackburn

Paige Murphy
By Paige Murphy | 29 June 2021

Australian social justice law firm Maurice Blackburn has appointed Howatson+White as its agency of record.

The independent agency won the account after Maurice Blackburn ran a market tender to search for a strategic creative agency.

The process was led by the firm’s newly appointed general manager marketing Caroline Ruddick who joined Maurice Blackburn in late 2020, from Latitude Financial Services where she grew the brand in market by 35% year-on-year.

While Maurice Blackburn works with a range of agencies, Howatson+White is the creative services agency of record for the law firm, and has a remit that spans strategy and creative across the full channel mix.

"The Maurice Blackburn team have an unrivalled generosity of spirit and passion for justice. It’s a misunderstood category and we are looking forward to supporting their growth," Howatson+White CEO and founder Chris Howatson says.

"Caroline is a visionary marketer who is able to perfectly balance head and heart. We look forward to continuing our partnership.”

Ruddick says that during the request for proposal (RFP) process, Howatson+White stood out as an exceptional values aligned creative partner who could help to accelerate the firm’s future ambitions:

“Howatson+White demonstrated they understood our purpose, our culture and our ambition. I am confident that working together we will further strengthen our brand as Australia’s number one law firm," Ruddick says.

"Having worked with Howie and Ant before, I trust their commitment as deep business partners and leaders in creative excellence.

"In addition, Howatson+White exceeded our criteria to partner with organizations that support gender equality in the workplace for both leadership and workforce participation. We couldn’t be happier to bring them on board as our agency of record.”

The Maurice Blackburn appointment of Howatson+White is effective immediately.

According to Nielsen, in 2020 the legal category spent $40 million in main media, of which Maurice Blackburn was the largest spender.

This is the latest win for Howatson+White which has also picked up creative accounts for Telstra-owned Belong and Allianz since officially opening its doors in March.

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