| BY Ricki Green |Avenue C has been appointed media partner to Australian plaintiff law firm, Maurice Blackburn. Maurice Blackburn’s General Manager of Marketing, Stephen McKeown, said the decision came down to alignment as much as capability: “Avenue C has redefined what we expect from an agency partner. For Avenue C, the appointment reflects their deeper read of the legal sector’s commercial model that their experienced model brings. Avenue C’s team identified the core differences between a legal commercial model and conventional business models early, which allowed them to navigate the commercial pressures facing a legal business rather than a standard retail media lens. Maurice Blackburn’s purpose, ensuring people receive access to justice, resonated immediately with the Avenue C team from the first meeting.