Keystone Law is delighted to announce that it has won the Law Society Award for Excellence in Marketing and Communications for its outstandingly successful “Join the Future” recruitment campaign.

The Law Society Awards showcase the brightest legal minds and most innovative law firms in England and Wales. The Excellence in Marketing and Communications award recognises cutting-edge ways to attract and acquire new clients and lawyers and to convey key messages to employees and stakeholders internally.

Keystone launched the ambitious “Join the Future” campaign in July 2012. Its aim was to attract senior lawyers looking to continue their practice with greater autonomy, flexibility and financial reward. Over the past year the firm have recruited 43 partner-level solicitors, which represents an astonishing 48% increase in head count.

The success of the campaign reflects the shift among the legal profession from the traditional law firm model to the Keystone model, which uses technology and modern business practices to improve service delivery and value. The campaign was well-timed to take advantage of the wider pressures affecting the legal market. As the business of law has changed with the introduction of the Legal Services Act and advent of Alternative Business Structures, so too have the attitudes of senior lawyers who want a more entrepreneurial and flexible approach to their careers and more meaningful relationships with their clients.

Managing Partner, James Knight, says:

“Join the Future was a highly ambitious plan which really paid off. By clearly communicating our innovative approach to running a law firm we successfully recruited 43 top class lawyers with loyal client followings in one year. It’s wonderful to be recognised by the Law Society for this outstanding achievement, especially given the tough competition we were up against in this category.”