BUSINESS SUPERBRANDS BRANDS TO WATCH 2009 superbrands.uk.com

Denton Wilde Sapte LLP is an international with more than 600 and a network of Product listening programme, a forum through which Brand Values Denton Wilde Sapte works strategically opinions and requirements can be expressed. Denton Wilde Sapte strongly believes that offices across the UK, Europe, the Middle East, the Commonwealth of Independent States (CIS) with many of the world’s leading companies. a brand is not just about a logo on a pen, a and Africa. Its expertise spans the full range of commercial legal services and clients include many Expanding relationships with existing clients The brand’s future plans look towards website, or a business card; it is an experience through cross-selling work between practices consolidating and developing these services that stretches beyond the tangible, from how of the world’s leading companies, with a particular expertise in four core sectors: energy, transport has enabled the brand to develop a diverse in order to become clients’ number one choice clients are treated when they walk into a and comprehensive product offering. in the sectors and geographies in which it reception area to the way in which partners and infrastructure; financial institutions; real estate and retail; and technology, media and telecoms. operates; annual satisfaction surveys help to or employees answer the telephone. Its brand Alongside its sector expertise, Denton Wilde identify areas that require further development. values are evident throughout its work – clear, Sapte offers a full suite of legal services uncluttered and accessible – and it is these including banking advice; corporate and Promotion principles that filter through all aspects of its commercial; dispute resolution; European Over the past few years Denton Wilde Sapte business dealings with clients and colleagues. Commission and competition; employment has been working through a number of and pensions; energy, infrastructure and channels to improve the firm’s public and dentonwildesapte.com project finance; insurance and reinsurance; internal image. In 2008, a 90-day profile-raising real estate, including planning and public campaign resulted in more than 30 quotes in sector advice; taxation; and technology, the national newspapers, including The Times, media and telecoms. the Financial Times, the Guardian and The Daily Telegraph. By offering comment and opinion The brand’s commitment to service delivery on prominent issues in the news, the brand is is evident through its extensive range of value- building its profile as an expert commentator added services such as secondments, onsite and boosting staff morale. Notable success training, seminars and provision of consultancy has been achieved in targeting comment at services from non-fee earning staff. issues related to the financial crisis, which has highlighted the brand’s expertise in insolvency Recent Developments work, financial regulation, employment, Denton Wilde Sapte’s recent biannual mergers, competition and other related client satisfaction survey, targeted at its subject areas. major UK clients who account for more than 30 per cent of business, makes encouraging In 2005 a ‘creative laundry’ was commissioned reading. In 2008 the key findings suggested to evaluate the organisation, reviewing areas that the brand’s international high growth such as brand positioning, logo and marketing. market focus has been a success. It achieved As a result of the review, positive changes 42 per cent unprompted awareness among have been implemented that have improved Market Law Firm by Global Trade Review magazine key clients who were considering instructing overall brand perceptions. The last decade has been a time of and Best Law Firm for Trade Finance by law firms for work in the African and consolidation within the UK’s legal market Trade and Forfaiting Review magazine for Middle East markets; substantially ahead with one third of the top 100 firms merging many consecutive years – is testament to of competitor firms more than eight times including Denton Wilde Sapte, created from its success. Rather than being complacent, its size. The survey also found that in addition the merger of Denton Hall and Wilde Sapte however, the company constantly strives to to the majority of clients that were satisfied in 2000. This has resulted in a significant better itself; in 2008 it achieved Top Legal with client service, 25 per cent felt service demand for brand building and differentiation. Employer status and the top ranking in the levels had improved at Denton Wilde Sapte; 2009 Chambers UK Guide for Trade Finance this rose to more than 33 per cent among While there are many ways of carving up the and Asset Finance: Rail, Construction and key clients – the recipients of focused UK legal market, a generally agreed method is the same high-quality advice backed with Real Estate. brand building. the (, Freshfields, comprehensive knowledge of the client’s and Allen & Overy); the Silver Circle industry but at more competitive rates. Denton The brand’s pioneering approach has seen Future Plans (, Ashurst, SJ Berwin, Berwin Wilde Sapte has also successfully established it spearhead a number of groundbreaking Denton Wilde Sapte prides itself on providing Leighton Paisner, and Travers a reputation of excellence for work in a select initiatives such as the creation of cross- the highest quality service to its clients, Smith); large City firms (Denton Wilde Sapte, number of high growth markets such as the departmental working groups (later made possible by an emphasis on staff Lovells, Simmons & Simmons, Norton Rose, Middle East, CIS and Africa. implemented by other firms), the launch retention, training and development. It works CMS Cameron McKenna and ); and of its ambitious ‘Ignite’ project – to design hard at maintaining an open and collegiate the UK regional firms. Achievements and implement an integrated programme atmosphere, sharing ideas and working as a Denton Wilde Sapte’s consistency in winning of business development training – and a team towards shared objectives. Its strategic As a member of the City grouping, it has awards – being named Best Law Firm for customised cutting-edge pitch production aim of providing the highest quality client been important for Denton Wilde Sapte to Commodity, Trade and Structured Commodity system (EPIC). These latter programmes service is built around a focus on client demonstrate its viability as an alternative to Finance Deals by Trade Finance magazine for were commended by the Financial Times relationships through initiatives such as the the Magic and Silver Circle firms – offering nine consecutive years, Best Trade Finance in 2008 for innovation in the legal market. creation of client service teams and a client