Edgar Snyder & Associates Turned a Brand Reset into Record Growth
When the founder retires and every competitor looks the same, you don’t change the brand. You reimagine it. Then you measure everything.
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+22%
Lead volume tied to paid digital
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+24%
Auto accident leads form digital channels
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+4%
Aided awareness
At a Glance
- Client
- Edgar Snyder & Associates
- Campaign
- “In a Perfect World”
- Channels
- TV, OOH, Social
- Focus
- Brand Reset & Lead Generation
Overview
It’s a low interest category. With advertising that all looks the same — men in suits.
Personal injury law isn’t exactly a category people seek out. The advertising can feel forgettable: men in suits, recycled taglines, nothing that earns a second look. For decades, Edgar Snyder was the face that cut through the sea of sameness.
Then he retired.
That could’ve created a brand crisis. Instead, it was a creative opportunity. A chance to reimagine what an Edgar Snyder & Associates campaign could look and feel like. One that could reach a younger audience that the traditional approach was never built for.
“In a Perfect World” was born from that opportunity. Animated, unexpected, and impossible to mistake for anything else in the category.
The Goal
Edgar Snyder & Associates needed to do two things at once: protect the brand equity built over decades and rebuild it for a new generation. Awareness had to hold. Leads had to grow. And the creative had to earn attention in a category often ignored.
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Brand Continuity
Maintain high awareness
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Lead Generation
Drive measurable growth in lead volume
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New Audience
Shift from traditional media approach to reach a younger demographic
The Challenge
Every personal injury law firm was running the same playbook. Same look, tone, and execution. Breaking through wasn’t just a creative challenge. It was a strategic one.
And the timing made it harder. Transitioning away from founder-as-face brand risks the equity that made the brand recognizable in the first place. The creative had to feel fresh without feeling foreign.
The Solution
The answer wasn’t to replace the brand’s spokesperson. It was to build a new world entirely. “In a Perfect World” replaced the category’s sea of suits with something no competitor could replicate—highly engaging animation that made Edgar Snyder & Associates unforgettable, relevant, and customer-first.
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Animation
A bold creative departure from category norms, build to earn attention
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TV & OOH
Anchor executions that established the new brand world at scale
The campaign ran across TV and OOH, with social amplifying the reach and driving direct lead generation where the younger demographic actually lives.
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Younger Demo
Cross-channel strategy designed to reach and convert beyond the traditional
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+213%
Leads attributed to social media in the first year
The Proof
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+4%
Aided Awareness
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+3%
Unaided awareness in core market
The reimagined brand held its ground and grew. Awareness metrics moved in both aided and unaided measures, lead volumes climbed across every digital channel, and the “In a Perfect World” creative stood apart in a category that hadn’t see anything like it.
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22%
Lead volume tied to paid digital
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24%
Auto accident leads from digital channels
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72%
Say advertising was unique for the category
I am thrilled with how much we’ve been able to embrace change for the next generation and the next level of success.
Edgar Snyder & Associates
CMO
