UK Volume 20 Irwin Mitchell Superbrands UK Annual Vol.20 continuation of sports being played or new sports being undertaken as well as the purchase of new equipment. Irwin Mitchell Private Wealth partnered with The Times’ 2018 / 19 coverage of the autumn rugby union internationals and the six nations championship and also sponsored the ‘The Ruck’ podcast. This provided a platform to launch a new creative strategy showcasing its core brand values and differentiating private wealth services to a relevant audience. The business division has been promoted via thought leadership campaigns, such as the UK Powerhouse reports, which are published quarterly and examine economic growth in 48 towns and cities across the UK. The analysis, produced by the Centre for Economics & Business Research (Cebr), is unique. These reports generate significant media coverage and have resulted in Irwin Mitchell appearing in high profile media channels. The latest creative for promoting the personal injury division shines a light on ability rather than disability and features real clients. It focuses on the progress that comes from the support that Irwin Mitchell is able to give its clients, allowing them to have the independence and confidence to take part in sport. The business also has longstanding relationships with many charities and support groups, which offer vital help and advice to clients and their families. Irwin Mitchell has campaigned with these groups for many years to support their objectives, promote their awareness and key messages. In 2018 it supported Brake, the road safety charity, with its Bike Smart awareness campaign. Brand Values Irwin Mitchell places innovative client service and the delivery of client value at the centre of everything it does. Its unique approach of providing services with an expert hand and a human touch is embraced by its people, built into its processes and supported by technology. Everything the firm does is underpinned by its five values: pioneering, approachability, tenacity, efficiency and integrity. Irwin Mitchell’s social responsibility programme is a fundamental part of the essence of the firm. Its dedicated charity, the Irwin Mitchell Charities Foundation (IMCF), has raised more than £2m for charitable organisations since its inception in 1997. All staff are encouraged to participate in the firm’s award-winning CSR programme which is pulled together under four strands: people, environment, community and pro bono. Nationally acclaimed -rwin MitGLell is one oJ tLe Jew law firQs tLat provide a diverse range of legal and financial services to Fusinesses and private individuals It has a strong customer-facing culture, and impressive client retention levels Market As one of the largest law firms in the UK, Irwin Mitchell provides a wide range of legal services to over 200,000 clients a year, with particular strengths in litigation. From its 14 UK offices, the firm provides a full range of consumer and business legal services, and is consistently recognised as a leader in its field. It adopts a partnership approach with its clients, underpinned by the latest technology, innovative pricing and excellent service. It is the leading personal injury and medical negligence practice in the UK, covering all key injury types from road traffic accidents to international personal injury claims and workplace related illness and injury, including catastrophic brain injury and spinal cases. The firm also provides complimentary services from its national public law and leading Court of Protection practice. Within the B2B market, Irwin Mitchell offers a wide range of commercial services and has strength in several sectors including real estate, manufacturing, technology, financial services, consumer businesses and education. Within these sectors the firm typically advises senior executives and management teams, general counsel and institutional investors. Irwin Mitchell Private Wealth encompasses four main areas of law: residential property, tax, family and wills as well as trusts and estate disputes. Regarded as one of the top private client offerings in the UK, its prestigious client base includes high and ultra-high net worth individuals including business owners and entrepreneurs, high-level executives, investors and multi-generational families. Irwin Mitchell’s investment management business, IM Asset Management Ltd, provides specialist fund management services for private individuals. It acts for a wide range of clients including high net worth individuals – both personal injury claimants and those with business related or family wealth. IM Wealth Management, which is owned by IM Asset Management, provides expert financial planning, helping clients of all ages prepare for their current and future financial needs. Product The company, which employs over 2,800 staff, has a group structure with Irwin Mitchell Holdings Limited sitting above Irwin Mitchell LLP and a number of subsidiaries with offices throughout England. Irwin Mitchell Scotland LLP is a separate Scottish legal practice, regulated by the Law Society of Scotland and has an office in Glasgow. Achievements Irwin Mitchell has the largest online market share in the personal injury and medical negligence markets, and the greatest share of voice in legal editorial coverage in the UK media. It has been recognised as one of The Times Best 200 Law Firms 2019 and the top three litigation firms in the UK (Source: The Lawyer). It has also recently received several other awards including Regulatory Law Firm of the Year at the Women in Compliance Awards as well as the Diversity and Inclusion Award from the Yorkshire Law Awards 2018. Recent Developments Irwin Mitchell has continued to see an increase in brand metrics, as a result of its integrated marketing strategy. Brand awareness, consideration, recommendation and leadership metrics have all strengthened year-on-year. Its footprint has also widened with greater consumer understanding of the wide range of services that the company offers. Best known for its personal injury work, in recent years Irwin Mitchell has invested heavily in growing its private wealth and business divisions. Promotion In 2018 Irwin Mitchell continued to promote the brand through an integrated marketing strategy, bringing all component parts of its marketing capability together to drive brand awareness and presence. Within this integrated marketing strategy, there are a number of key campaigns. In Personal Injury, the award winning ‘Don’t Quit, Do It’ campaign showcases how sport can help people recover from serious injuries and other major traumas in their lives. The firm has partnered with well-known sports stars, such as Paralympic star Hannah Cockroft MBE and tennis star Alfie Hewitt, to demonstrate its commitment to rehabilitation. In 2018, the business also launched a disability sports grants programme and distributed £58,000 to 122 individuals and clubs. This aided the 8Le firQ was tLe Official Legal Services Provider of the 2017 World Para Athletics Championships DIDYOU KNOW? Brand History 1912 The company is founded in Sheffield. 1989 An office opens in Birmingham. 1993 An office opens in Leeds, with a London office following two years later. 1997 The Irwin Mitchell Charities Foundation is founded. 2003 An office is opened in Newcastle. 2005 IM Asset Management is launched. 2006 An office is opened in Manchester. 2007 An office opens in Glasgow with a Bristol office following three years later. 2012 Irwin Mitchell becomes one of the first Alternative Business Structures (ABS) and the first multiple-licensed ABS. 2014 The Southampton and Cambridge offices are opened with a Middlesbrough consulting office following a year later. In addition, Irwin Mitchell merges with Berkeley Law, specialists in wealth advice for high net worth individuals in the UK and overseas. 2015 Irwin Mitchell merges with Thomas Eggar, significantly increasing its UK geographic coverage. 2017 Irwin Mitchell Private Wealth and IM Wealth Management are launched. Irwin Mitchell becomes the Official Legal Services Provider of the World Para Athletics Championships London 2017.