How do you get broad reach for specialist expertise?

Law firm Winston & Strawn employs more than 1,000 people in the US, Europe, Asia and the Middle East.  Opening its first practice in London, it was looking for a partner to help it stand out from the competition and target new business opportunities.

A global leader in maritime, aviation and cross-border deals

That was what Winston & Strawn wanted to be known as, so we targeted coverage in those sectors – not the legal press. We built our strategy around reaching potential clients directly with advice and best practices.

We also worked closely with the firm’s partners to help potential clients stay ahead of potential issues or emerging trends, educating the sectors and those who operate within them on how best to prepare ahead of potential changes in legislation.

Most of all, we wanted to showcase Winston & Strawn’s depth of expertise and breadth of experience in different regions. So, we worked with partners across the globe to secure cross-border media coverage, setting the firm up as a true leader.


In the first year of working together, we created:

  • 33m opportunities to see or hear about Winston & Strawn
  • 53 pieces of coverage across national, international and trade press
Get in touch

“Definition were a long-standing and trusted partner to Winston & Strawn. Their knowledge of the media landscape and how our partners could contribute to the news agenda helped raised the profile of our team—a vital step in strengthening client relationships and securing new ones.”

Stephen Kimmerling, Director of Global Communications & Brand Marketing