Intellectual property is a dry, complicated but increasingly important branch of law. Most companies – not least promotion agencies – need to think very carefully about who owns the ideas, trademarks, designs and copy that their staff and subcontractors create. The trouble is, drawing up the necessary contracts is something that can always be put off until tomorrow.

The leading legal firm Eversheds wanted to promote their

‘Intellectual Property Health Check’. An ordinary brochure would not have broken through the apathy. Instead, they sent a simple letter accompanied by a piece of wood with a hole drilled through it, marked with the Eversheds logo. They offered a prize for the best answer to two questions. What is it? And what intellectual property rights apply?

The engagement of leading businesspeople with the questions was enormous. So too was the response. The object (which turned out to be a wine bottle holder) was genuinely intriguing. The follow-up letter contained winning solutions, an analysis of no fewer than five intellectual property rights that could apply to it and an invitation to arrange a ‘Health Check’.

Eversheds deserved to succeed with this promotion. Simple and to the point, it showed that even lawyers could be creative!

How exactly did Eversheds answer the ‘Who do I want to do what?’

question?