Law firm CMS has launched a major new London tube station advertising campaign with the strapline ‘Tomorrow started yesterday. And so did we.

It builds and reinforces the firm’s international brand promise of ‘Future Facing Law’. This means, the firm told PM Magazine, being innovative, inclusive and sustainable, but also anticipating clients’ future challenges and opportunities.

“Out-of-home advertising is not normally part of our standard marketing mix,” Bram Vaniorbeek, Head of Brand and Digital at CMS, said.

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