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AJ Park
Building AJ Park's brand

Anthem has provided branding support for New Zealand’s leading IP law specialist, AJ Park, who embarked on a multi-faceted campaign to promote their patent and trademark services.


As a brand, AJ Park had been ‘keeping its head down’ after being acquired by an Australian business and was ready to re-emerge out of a period of relative silence. To help gain back market attention, build brand awareness and leverage lead generation mechanics, Anthem developed a revitalised brand narrative that empowered AJ Parkers to talk about their reputable company to local and international corporates in need of stellar IP law services.


We also helped AJ Park ‘walk the talk’ by forming bespoke social media plans for key salespeople to create timely and specialised content on their individual LinkedIn channels, culminating in the midst of the industry’s largest trademark event in Boston, INTA.


We also worked with Anthem’s media relations specialist and former Stuff technology editor, Jenny Keown, to create content for executive thought leadership around complex IP issues in their areas of speciality, from Plant Variety Acts to protecting Maori knowledge.


Other work includes submissions for the New Zealand Intellectual Property Awards and supporting on a strategy to define AJ Park’s local Corporate Social Responsibility initiatives and crisis management in relation to a media issue, including preparation of Q&As, media training and liaison with journalists.


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