HE’S big, he’s blue and he’s always up for a hug.

A Hampshire law firm’s owl mascot had been recognised in the legal profession’s most prestigious annual awards.

After 18 months representing Eric Robinson Solicitors in a variety of advertising campaigns, providing content for the firm’s online marketing and appearing at more than 50 events, Eric the Owl is preening after being shortlisted in this year’s Law Society Awards.

Eric Robinson was one of eight firms shortlisted for The Law Society’s ‘Excellence in Marketing & Communications’ award.

“We took a bold move to stand out from the crowd when Eric the Owl made his debut at the Business Works in Southampton in February 2015,” recalls managing partner Catherine Maxfield. “Creating a character did cause a bit of a stir, but we made the decision after a great deal of discussion and planning, so were fully committed to this marketing approach from the beginning.”

As Eric the Owl has appeared on mugs, badges and balloons and all the firm’s marketing and information material. He is also the face of a membership scheme ‘Ask Eric’ in which those who sign up receive 15 minutes’ free legal advice.

“At the end of the day, people are enjoying Eric and that has been our overall objective with the campaign,” explains Catherine. “As an extension of our tagline ‘making law make sense,’ we wanted to be seen as approachable, friendly and welcoming and there is no doubt in anyone’s mind Eric has achieved that for us.”

Finalists are selected by a panel of experts from within and beyond the profession.

Other Hampshire firms shortlisted:

- Aspire Law for Excellence in Business Development;

- Moore Blatch LLP for Excellence in Private Client Practice;

- Major General Susan Ridge of Army Legal Services for The Law Society Gazette Legal Personality of the Year;

- Simon Jones of the Crown Prosecution Services for Solicitor Advocate of the Year.

Winners will be announced at an awards ceremony hosted by BBC Radio 4 Today programme presenter Mishal Husain on October 20 at Hilton Park Lane Hotel, London.