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OGLETREE DEAKINS GETS IT RIGHT<b><i>Doing the Perfect Ad</b></i>

By Bruce W. Marcus
September 04, 2012

At last, the perfect law firm ad campaign. Well, pretty much perfect. Ogletree Deakins, a 39-office, Atlanta-based law firm has been running an ad campaign that embodies every principle of good law firm advertising.

The latest ad in The Wall Street Journal has a picture of a man in front of a crossroad sign as if he were choosing which fork to take. The headline, which is really a callout in the middle of the copy, is in larger type than the rest of the text, which says 'where you go now' (lower case as is).

The text says: 'As companies look to the future, the need for a service-focused labor and employment law firm with national breadth and local presence has never been more critical. That's why Ogletree Deakins helps you determine the best path to reach your future destination. where you go now (the nominal headline), and the best path to reach that destination. One of the nation's largest and most respected labor and employment law firms, Ogletree Deakins has 39 locations and serves half the Fortune 50. Learn more at www.OgeltreeDeakins.com

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