National firm Irwin Mitchell today unveiled its new marketing strategy to take on rival Slater and Gordon.

The two firms have emerged as leading players in the battle to become the UK’s most recognised consumer law brand.

Last month, listed Australian firm Slater and Gordon rebranded and started the process of moving all its north-west staff – largely dispersed after a host of acquisitions – into one Manchester office.

Irwin Mitchell, which has been considering a stock market listing, today unveiled a new logo, website and marketing strategy aimed at promoting services to both consumers and businesses.

A spokesman for the firm said it is working with corporate advisers on taking advantage of new opportunities, but that existing bank facilities mean it does not have to float or seek immediate external investment.

‘The legal industry is changing and law firms can’t afford to stand still. We are an innovative business and this is the next step in our evolution,’ said group chief executive Andrew Tucker (pictured).

A new TV advertising campaign will begin on Monday to promote the personal injury service, supported by a social media campaign based on the theme of progress.

The firm says its website is the most visited law firm site in the UK, and from today it will offer a free legal health check in the form of an online survey to highlight legal issues users need to be aware of.

Irwin Mitchell now has more than 2,300 people in 10 offices across the UK. Since 2012 it has acquired six firms, including Mayfair-based wealth services provider Berkeley Law and personal injury specialist MPH Solicitors.

Slater and Gordon has almost 1,500 staff members across 18 sites across the UK, having arrived in this country in 2012 and acquired firms such as Pannone, Fentons and Walker Smith Way.

Talks are ongoing about transferring the professional services division of listed company Quindell to Slater and Gordon.