Allen & Overy

The long view. Thought leadership

Allen and Overy is an international law firm – one of the renowned magic circle. As such, it is essential they position themselves at the forefront of industry through groundbreaking research and insight.

‘The Long View’ did just that.

It was the result of a 6 month commission undertaken by Pursuit on behalf of Allen and Overy into how the world might look in 2020 for the legal services world. We asked a series of 5 regional panels to consider the 2020 legal landscape in terms of four broad scenarios: a globalised world in which premium markets are growing; a globalised world in which premium markets are shrinking; a fragmented world in which premium markets are growing; and finally a fragmented world in which premium markets are in decline.

The insights were profound and our final report enabled Allen and Overy not just to leverage the insights from an external positioning perspective, but to use it to stress test their own strategy to ensure that it addressed the key priorities and was flexible enough to adapt to unexpected events.

Pursuit Communications helped us to produce a compelling and visually engaging document which summarised the results from a complex scenario planning exercise. The result exceeded expectations of our internal stakeholders. Throughout the project we enjoyed the working relationship with Pursuit Communications which we found flexible, responsive, constructing and challenging at times.

Marketing Manager, Allen & Overy