Overview

Ashurst was winning the cyber battle, but losing the perception war.

Folk helped Ashurst* to create a big-idea positioning and creative campaign to communicate:

• client and market awareness in its Cyber offer.
• Ashurst as distinct, above the competitor noise.

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Ashurst

Ashurst is a leading global law firm that advises corporations, financial institutions, and governments on complex commercial law, disputes, and projects.

*In mid-2026, Ashurst merged with US-based Perkins Coie to form Ashurst Perkins Coie, creating a massive global practice with thousands of lawyers worldwide.

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Objective

To make it known that Ashurst is number one for Cyber.

Get noticed and get across:

• Ashurst not only offers and knows Cyber.
• Its offer (experience, expertise, proven track record) is second-to-none – for highest-of-profile clients experiencing cyber threat and/or breaches.

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Discovery (problem)

While successfully operating at the very forefront of Cyber, Ashurst’s Cyber team was frustrated.

Their Cyber credentials were of the highest (and longest) calibre.

Indeed, so high were their achievements, working with highest-profile clients, they were unable to disclose them.

All the while, other newer (lesser), but fast-becoming rival Cyber offers, were out in the market shouting from their rafters. Making noise as much about the dark, worrying world of cyber, as their achievements of helping clients within it. Attention seeking and getting.

1 + 1 = too much.

Ashurst Cyber needed to step in.

But stand out.

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Strategy  

Tone

How do we not protest too much?

To cut through the noise without merely adding to it?

The click-bait clamour and marketing claims.

Clients are already over-whelmed. Under pressure. Unsure where to turn. And to whom.

Cyber is board-level business risk not an IT issue. Could we:

• Talk, advise. Not shout.
• By elevating the discussion.
• Be calm. And calming.
• Offer understanding, and debunk the overwhelming.

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Insight

Demystify

Clients see cyber as an ‘inevitable’ threat.

Ashurst disagrees.

If you can understand it, you can withstand it.

Demystify it. Less complex, techy, tortuous.

Less noise and confusion, is more.

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Solution

It’s what you can’t see that counts.

Clients see cyber as an ‘invisible’ threat.

It is, without knowing to look, or where.

The threat is hidden. But can be seen.

Learn to see more, more predictably, with Ashurst.

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Outcome

The creative campaign is compelling and confident, both in its original and striking positioning (demystify) and execution (learn to see).

The verbal and visual mnemonic create presence, engagement and recall.

The ‘made-you-look’ half-hidden headlines involve then reward the reader – by solving it. Thereby, illustrating Ashurst’s positioning: ‘you can learn to see cyber threat’.

The campaign has been rolled out across multiple print and digital channels, nationally and internationally.