City-based law firm DLA picked up two leading marketing accolades last week, as the practice's 'down-to-earth approach' was praised as it saw off competition from other professional service firms.

DLA walked away with two prizes from the Managing Partners Forum Awards - for best marketing campaign and best brand in practice.

The firm was praised by judges for 'the creation of a clearly differentiated brand in a market noted for its blandness.' Judges said: 'DLA has a clear message for clients who, research demonstrates, are tired of "high prices" and "arrogance" from magic circle firms.'

DLA was also runner-up to US firm Latham & Watkins for the award for best managed firm.

Birmingham-based Wragge & Co won a prize for its customer relationship strategy, based on its decision to appoint a non-lawyer to spearhead client care policy and its innovative use of technology.

National firm Eversheds beat accountants PricewaterhouseCoopers to win the category for initiative in human resources, and Browne Jacobson took home the award for best use of technology.

Taylor Wessing won best management of working capital.

Commenting on the firm management award, MPF executive director Richard Chaplin said: 'The panel of judges, led by consultant Alan Hodgart, found it hard to choose between Lathams and runner up DLA, widely recognised as one of Europe's best-managed professional firms.

The judges were impressed by the effort Lathams has made to build on its strong US roots to become a global powerhouse through spreading its culture, values and systems.

'The theme of integration operates at the highest level, and the firm's management has shown a commitment to a truly inclusive culture.'

The awards were judged by 20 leading management consultants, human resources professionals and IT consultants from the UK, Europe and Australia.

Rachel Rothwell