Dutton Gregory: The People Behind the Difference

The challenge

Dutton Gregory is a Hampshire law firm of more than 170 people. It had a new brand and a new website. What the market still saw was the name. In law, clients choose the person who picks up the phone, yet almost nothing a firm publishes lets them meet that person.

What we did

• Personal DNA, in cohorts. Partners and senior colleagues defined their purpose, what they stand for, the difference they make and the two words that capture who they are.
• A Brand on a Page for every participant. One source for their film script, LinkedIn banner, profile and every post they wrote. One partner's two words, Gracefully Determined, became the headline of her first post.
• 36 short films. Each person answered three questions on camera: Who I Am, What Drives Me, The Difference It Makes.
• #ThePeopleBehindTheDifference. A three-week LinkedIn campaign launched on September 15th, 2026. The whole firm was briefed to show up in the first hour of every post. Twelve people went on camera. The rest of the firm made sure they were seen.

The results

First 20 days, September 3rd to 22nd, 2026

• 30 original posts with a combined engagement score of 5,165.
• Every participant with a posting history beat their own January to June average, by between 2 and 14 times.
• A person's post averaged 182. A firm page post averaged 107. People outperform logos.
• The firm page had its best week of the year: 195 likes and comments against a typical 50.
• At least eight more colleagues asked to join the next cohort within the first week.

Engagement score = likes + shares + 4 x comments. Data from independent LinkedIn tracking across UK law firms.