Brian Inkster

The IAC is an international competition dedicated to recognising excellence in online advertising across various industries and formats. Entries are evaluated based on several factors that include, creativity and innovation; impact on the audience; design and usability; quality of copywriting; and effective use of technology.

This award recognises the email campaign that Inksters undertook via Scottish Legal News to attract potential freelance consultants to its plug and play law model.

Inksters has developed a model where senior lawyers can work as a collective, with enhanced technology and back-office support. Where a hub-and-spoke model exists with a back office “hub” (in Glasgow) and “spokes” elsewhere (currently in Aberdeen, Dunkeld, Edinburgh, Forfar, Inverness, Lerwick, Linlithgow, Portree, Renfrew, Thurso and Wick).

The campaign has run since December 2024 and utilises technology where interested parties can complete a questionnaire online that will instantly identify how suitable they are for the plug and play law model.

This has resulted in 87 solicitors, to date, expressing an interest in the plug and play law model.

Inksters devised the campaign without the assistance of a marketing agency. Inksters’ founder and CEO, Brian Inkster said: “We tried to get a dedicated legal marketing agency to assist us but it appeared to be too novel for them and they said they were too busy with legal directory entries!”

The Glasgow-based strategic design agency, Need Thinking, was engaged to create the graphics for the campaign.