Union Direct’s “Formidable but Friendly” marketing campaign for Anderson Strathern won Marketing Initiative of the Year at the 2007 Scottish Legal Awards held at the EICC on the 23rd February 2007. The judges citation read, “The winning initiative has shown strategic thinking and effective communication across all media.” The campaign which was created by Union Deputy Creative Director Michael Hart and Art Director Ben Craig positions Anderson Strathern as the best full-service law firm in Scotland on the basis of the calibre of its staff, both as people and lawyers. The integrated campaign which was launched in early 2006 has embraced press advertising, online, direct mail, exhibitions, sponsorship and literature, playing a significant part in helping to build awareness of Anderson Strathern as well as generating business leads. Ian McAteer, Chairman of Union Direct said “The campaign is clear demonstration of how a strong single-minded idea can work effectively across all media. We are pleased that this has been acknowledged by the judges.” Robert Carr, Chairman of Anderson Strathern, said “The success of the ‘Formidable but Friendly’ campaign with clients, peers, the public and ultimately the judges was down to how the campaign chimed with the way Anderson Strathern operates across all of its activities.”