Establish trust, show substance

摘要

What do accountants and lawyers have in common? It may sound like a joke, but the punch line is serious business: They're two of the most prized targets for marketers today. "Professional service companies—especially law and accounting firms—have been traditionally underserved," said Tom Simons, president and creative director of PARTNERS+Simons, a Boston-based marketing communications agen-cy. "They're improving their organizational structures, becoming more aggressive in terms of marketing and catching up in terms of enter-prise technologies, and they can use a lot of help in these and other areas."