Baker & McKenzie is one of the largest law firms in the world. It employs almost 4,000 lawyers in 70 offices worldwide.
Wordsworks was commissioned by Baker & McKenzie’s London office, the largest in the firm’s network, to write the content for a 28-page graduate recruitment brochure, website and accompanying advertisement.
The first stage of the brief was to develop an appropriate tone of voice to align with the firm’s market positioning. Once this had been agreed, the content was developed from a mix of existing material and interviews with around a dozen B&M people, from managing partner Gary Senior through to recent graduate recruits.