Independent agencies The Kite Factory and Wax/On have been awarded the media planning/buying account and creative business respectively for the employment and discrimination department of law firm Leigh Day.
The wins follow a competitive pitch and will see the agencies working together on the first campaign for Leigh Day’s employment team that is due to go live later this month.
Leigh Day, a firm of 43 partners, is famed for taking on ‘David and Goliath’ legal struggles for justice. Just last week The Guardian reported the firm’s plans for a landmark case against British American Tobacco on behalf of hundreds of children and their families forced by poverty wages to work in conditions of gruelling hard labour in the fields of Malawi.
The company is also renowned for tackling equal pay claims on behalf of UK supermarket employees, and in 2012 brought a successful equal pay claim against Birmingham City Council on behalf of female employees claiming they were doing an equivalent job to their male counterparts.
The Kite Factory will be charged with developing a customer journey that maximises customer conversion for the market leader, with a focus on its Equal Pay Now campaign, while Wax/On will devise creative that will inspire people to feel empowered to stand up for fairness.
Quaam Animashaun, Marketing Manager at Leigh Day, said: “We are really excited to be working with both The Kite Factory and Wax/On to find an innovative approach to help bring attention to the issues of Equal Pay that still plague large parts of the private sector.”
Robin Trust, CEO, The Kite Factory, said: “Leigh Day is an incredibly important law firm that has the potential to change people’s lives, and we consider ourselves honoured to be playing a small part in that through this appointment.”
“The championing of the underdog in the pursuit of equal pay is quite rightly growing in prominence and alongside Wax/On, we will be using our experience and expertise to give this campaign the status and awareness it deserves.”
Paul Jacobs, Managing Partner, Wax/On, said: “We are exposed to stories every day of the growing inequality in all aspects of our society. For the public to know that there are organisations fighting for the underdog is incredibly important, so we’re proud to be working with Leigh Day to get their message out there, starting with Equal Pay Now.”