Harper Macleod, one of Scotland's leading law firms, has been hailed for its innovation at a prestigious international awards ceremony for professional firms.
The only independent Scottish law firm to make the event's shortlists, Harper Macleod lifted the prize for Most Innovative Use of Social Media at the 12th annual MPF Awards for Management Excellence, which took place at the London Marriott, Grosvenor Square on Wednesday night (12 March).
The firm's entry focused on how Harper Macleod has made social media central to its activation programme to maximise the opportunities and benefits which arise from its role as Legal Advisers to the Glasgow 2014 Commonwealth Games.
The judges highlighted Harper Macleod's entry, in a category sponsored by Google Enterprise, as the best example of using social media as a well-integrated part of marketing campaigns.
They said: "Its innovation shone out in the ways the firm was not using social media to talk about the law, highlight its involvement with the Commonwealth Games and support recruitment, but to engage with consumers and build relationships in the community. The social media was used to communicate personalities and approach, allowing the firm to build its profile, widen its brand awareness and engage with both clients and targets effectively. There was a parallel internal campaign showing a high level of awareness amongst staff and a slew of good metrics showing excellent results."
The firm saw off competition from international law firms Eversheds, Bird & Bird and Olswang – with a combined turnover £736 million - to take the prize.
Harper Macleod was also shortlisted in the Best Strategic Leadership category at the awards, hosted by impressionist and comedian Jon Culshaw, for the way it has communicated its vision and values in a way that inspires everyone at the firm and clarifies their expected contribution.
Martin Darroch, Chief Executive of Harper Macleod, said: "We were absolutely delighted to make the shortlist for these awards, which recognise the real elite of professional firms in the UK and beyond, and to win one is a tremendous achievement. It's very easy to talk about being innovative but another thing entirely to apply it in a business environment and this kind of recognition shows once again that Harper Macleod is at the cutting edge.
"Professional firms, like all other businesses, have to adapt to the changing environment and deliver our services to clients in the best and most efficient way we can. Whether that involves utilising social media, or developing a strategy for growth in a difficult marketplace, it's something to be embraced and to be the only Scottish winners at these awards is a great tribute to the talent and dedication of the people within Harper Macleod."
The MPF awards, supported by Harvard Business Review, Financial Times and Google, represent the very best of professional firm management in the UK, and form an integral part of the MPF International Management Excellence Summit.
In the Best Strategic Leadership category, sponsored by Swiss Re Corporate Solutions, Harper Macleod is one of eight candidates alongside major law firms and accountancy practices including Bird & Bird and BDO.
Harper Macleod has previously tasted success the MPF Awards, winning the Best Managed Firm and People Management awards in 2009, and being runner-up in the client service category, while in 2008 it was runner-up in the Best Managed Firm and Best HR Initiative sections