Slater & Gordon will be spending the money on TV, print and digital advertising outlets. The firm has made several acquisitions of law firms in the UK. Kalle Amanatides, its head of marketing in the UK, told Legal Week: 'The main objective is for us to increase awareness of Slater & Gordon as a brand and communicate the message to the consumer that we provide access to quality legal services for everyday people.'

Barrier to entry

The Co-op, another big player in the UK consumer market, has spent a multi-million sum on TV and radio advertising. If the campaigns work they will come to represent another barrier to entry in the High Street market.