Private equity is reshaping the law firm. Ellisons is taking a different route. Matthew Rowe explains why and how.
In May 2025, against a backdrop of rapid consolidation in the local legal market, Ellisons launched a new values-led brand campaign titled In Your Corner. More than a creative refresh or tagline, the campaign was a public reaffirmation of the firm’s values: independence, partner-led service and deep local commitment and heritage that can be traced back to 1764.
The campaign was sparked by significant change in our regional market. A local competitor was acquired by a listed legal group, prompting conversations among clients, colleagues and referrers. There was uncertainty about continuity, culture and leadership. People were asking, “Who owns your law firm?”, “Who calls the shots?” and “Does it matter?”
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