Law Firm Marketing Brief
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- A Lofty Perch in the Cloud. Fisher & Broyles is pretty much the grandfather of virtual law firm practice; founded way back in 2002, the firm had 18 years experience managing legal work remotely, on a cloud-based technology platform, before COVID-19 drove us all into lockdown and WFH. So as this interview with the firm's co-founder makes clear, it's really no wonder that the pandemic provided F&B with an opportunity for real growth, quite different from the way most large firms spent last year, scrambling to trim staff and cut overhead. Instead, Fisher & Broyles actively expanded its headcount over the course of lockdown, growing from 233 to 290 lawyers, which apparently has brought the firm to the threshold of entry into the AmLaw 200.
- Dismemberment Mania. The announcement this week of a tie up between Crowell & Moring and Kibbe & Orbe doesn't exactly signal a return of merger mania in the legal market. The deal seems to result more from the dismemberment of Richards, Kibbe & Orbe, which up until late last year had been a successful financial services boutique in NYC. But Perkins Coie swooped in first and picked off the 16-lawyer litigation group. After that, it was only a matter of time before Kibbe & Orbe's 24 remaining corporate lawyers would end with new business cards as well. Much as independent boutique practices may be able to thrive in the current market, they can become prime targets for acquisition as soon as there's a hint of instability.
- Branding is Cool Again. Frank Strong of The Sword and Script has an excellent blog post this week about how branding is re-emerging from the shadows as a central concern for CMOs. The major thrust of Frank's reasoning is that trust has become ever more essential in marketing communication (while digital marketing is declining in effectiveness) given the continuing climate of social and political disruption. According to the blogpost, recent surveys indicate that most CMOs agree with Frank that brand building ranks as the most important component in their current strategy, ranking ahead of improved data analytics.
- The Non-Legal Law Brand. Speaking of branding, the UK law firm O'Connors refreshed its brand with the launch of a new website, which you can see here. It's worth checking out and quite interesting in that the firm's brand positioning really emphasizes business thinking as opposed to the traditional notion of expert legal services. Here, for example, is the way the website describes the firm's people: "A unique team of businesspeople who know the law and who listen and think before advising." And again, this is the description of the firm's legal services: "Clear thinking and ground-breaking business solutions for your boardroom."So if Frank Strong is right and branding is cool again, take note that being a legal expert may not provide much cool to your law firm brand.
- The Non-Branded Law Firm Brand. And while we're on the subject of branding, Acritas has once again served up its annual series of indices ranking top law firm brands. And how utterly non-surprising the results are, with Kirkland & Ellis coming out on top this year in the U.S., followed by Latham & Watkins, etc. etc. I'm sure Acritas must derive some business benefit from producing these rankings but I really would like to hear from some of our readers if they find this information at all helpful in shaping their brand strategy. Of course, maybe it will help the marketing teams at Kirkland and Latham push for bigger raises this year but aside from that, what exactly is this numerical brand index meant to provide other than some rough proxy for market share?
- Innovative Legal Product of the Week. Ogletree Deakins takes top honors this week for their new suite of corporate compliance products, which gives clients easy online access to multi-state survey information on key employment law issues. While most of the content sits behind a paywall, you can get an idea of how well designed the offering is, using a map-based interface, from the survey of salary limitations that is available on the product's home page.
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PinHawk Microsites
- Practice Group Success: Don't Just Plan, Implement (Part 1), Susan Lambreth - Dr. Maria-Vittoria Carminati - LawVision
- The Practice Group Leader's Role in Sales Management, Silvia Coulter - LawVision
Legal Business in Brief
- Experienced cloud-based law firm thrives during COVID-19, co-founder says, ABA Journal - Legal Rebels, March 17, 2021
- Crowell & Moring snaps up Wall Street financial services boutique Kibbe & Orbe, Global Legal Post: Big Stories, March 19, 2021
- London international disputes boutiques combine to create fraud law 'champion', Global Legal Post: Big Stories, March 17, 2021
- Captive law firm ALSPs provide potential growth engines, Legal Executive Institute: Blog, March 17, 2021
- Mintz Levin Started Its Fiscal 2020 Mid-Pandemic, and Saw Profits Grow by a Third, Mintz Levin, March 18, 2021
- Dentons becomes first global firm in Bolivia with Guevara & Gutiérrez combination, Global Legal Post: Big Stories, March 17, 2021
- These Firms Steered Clear of Layoffs and Salary Cuts in 2020, Blog of Legal Times, March 19, 2021
- Level receives £20m venture capital backing to help finance family law disputes, Global Legal Post: Big Stories, March 18, 2021
- Law on Call - First Law Firm in U.S. Totally Owned by Non-Lawyers, Law and More, March 18, 2021
- Blank Rome Expands Privacy, Security & Data Protection Practice with Leading Team in California, Blank Rome, March 22, 2021
- Jenner & Block Launches New Office in San Francisco and Welcomes Ann O’Leary, Former Chief of Staff to Governor Newsom, as a Partner, Jenner & Block, March 22, 2021
- Tech-Enabled Litigation Funder Legalist Expands Into Bankruptcy With $50M Fund, Robert Ambrogi's LawSites, March 22, 2021
Innovation
- Ogletree Deakins Launches Interactive Platform Tackling Multistate Compliance Issues, Ogletree Deakins, March 17, 2021
- Quantified KM Value story #143; $10 million per year at Grant Thornton, Knoco Stories, March 19, 2021
- ‘To Us, BRYTER Is What Word Might Be To Law Firms’, Artificial Lawyer, March 18, 2021
- Addleshaw Goddard unveils fifth cohort for its AG Elevate tech mentoring scheme, Global Legal Post: Big Stories, March 22, 2021
- Deloitte Spin-Out Arteria AI Bags $11m After Just 5 Months, Artificial Lawyer, March 23, 2021
- Groundbreaking family barrister wins £50,000 innovation award, Legal Futures, March 24, 2021
- News Wrap: Relativity, DLA Piper, Kennedys IQ, Elevate, Artificial Lawyer, March 19, 2021
- Innovative Law Firms and Legal Tech Providers Drive Growth of Thomson Reuters Marketplace, Legal Current: Thomson Reuters, March 19, 2021
- Some Of The Tech Mishaps Lawyers Have Experienced During Virtual Court Are Bonkers, Above the Law - Legal Technology, March 17, 2021
- The Deal Force + The Library Force of Legal Tech, Artificial Lawyer, March 22, 2021
- Why Was The SolarWinds Campaign So Difficult to Detect?, Above the Law - Legal Technology, March 17, 2021
- Investment In Relativity Puts the E-Discovery Company’s Valuation At Reported $3.6 Billion, Robert Ambrogi's LawSites, March 19, 2021
- New Thomson Reuters HighQ Features Are Improving Productivity and Strengthening Client Service, Legal Current: Thomson Reuters, March 18, 2021
- New Casetext Product Lets You Use Its Powerful Search Tool To Search Just About Anything, Robert Ambrogi's LawSites, March 23, 2021
- Harnessing the Power of Technology to Improve Litigation Management, American Bar Association: Law Technology Today, March 19, 2021
- AI For Data Compliance is Not Just an EU Thing, Artificial Lawyer, March 18, 2021
- ‘Tech’ To The Future, Above the Law - Legal Technology, March 22, 2021
- Non-fungible Tokens: Asset ownership via blockchain rockets into legal, Legal Executive Institute: Blog, March 22, 2021
- Insights from the Thomson Reuters Legal Geek Takeover: COVID-19 – Catalyst for Change, Legal Current: Thomson Reuters, March 22, 2021
- ‘Can Software Do Real Legal Work?’ Asks Legal OS, Artificial Lawyer, March 23, 2021
- Forging The Path To Game-Changing Innovation, Above the Law - Legal Technology, March 23, 2021
- Compliance, Cybersecurity, & Productivity: Three Priorities for Hybrid Law Firms, American Bar Association: Law Technology Today, March 23, 2021
Tips, pointers and presentations
- Top B2B Website Metrics to Monitor Using Google Analytics, Hinge Marketing, March 19, 2021
- Presenter’s Paradox: For the Most Effective Attorney Bio, Embrace Science, Attorney at Work, March 17, 2021
- If you think onboarding starts when employees show up for their first day on the job, you’re wrong, Strategy Execution Blog, March 17, 2021
- Beat the LinkedIn Algorithm: Strategies to Reach More People with Your Law Firm’s Content, Good2BSocial, March 22, 2021
- How to Find Authentic Photos for Content Marketing, Marketing Insider Group, March 22, 2021
- Where Mindfulness Falls Short, Harvard Business Review, March 18, 2021
- 10 Must-Haves of a Highly Engaging Digital Workspace, Business 2 Community, March 21, 2021
- 10 Common Virtual Meeting Mistakes to Avoid, According to Remote HubSpot Employees, HubSpot Blog, March 22, 2021
- 5 simple ways to grow your email marketing list, Nutshell, March 19, 2021
- Converting Law Firm Leads: What Metrics You Should be Tracking, Good2BSocial, March 19, 2021
- Emotional Triggers: What’s Behind Those Outbursts of Anger and Fear?, Attorney at Work, March 23, 2021
Portable Business
- Shearman hires Travers Smith London M&A head to boost global deals team, Global Legal Post: Big Stories, March 17, 2021
- Experienced Cybersecurity/Data Breach Team Joins Nelson Mullins, Nelson Mullins, March 18, 2021
- Major FinReg partner hire reinforces Ashurst's status as global leader in financial services, Ashurst, March 18, 2021
- McDermott signals Asia reboot with hire of Squire Patton Boggs' Singapore co-head, Global Legal Post: Big Stories, March 23, 2021
- Commercial and Consumer Class Action Attorney Becca Wahlquist Joins Kelley Drye’s Litigation Team, Kelley Drye, March 18, 2021
- Fisher Phillips Continues Expansion of PEO Practice, Fisher & Philips, March 19, 2021
- Freshfields grows Silicon Valley M&A offering with addition of Joseph Halloum as partner, Freshfields, March 23, 2021
- In Tampa, Greenberg Traurig Adds L&E Attorney as Florida Offices Eye Reopening, Blog of Legal Times, March 18, 2021
- Greenberg Traurig Adds Highly Regarded IP and Life Sciences Attorney David Gay in Los Angeles; Continues Strategic Expansion, Greenberg Traurig, March 22, 2021
- WFW hires Withers' Asia Pacific hotels and hospitality head to launch Sydney office, Global Legal Post: Big Stories, March 22, 2021
- Jason Huebinger Joins McGuireWoods’ Labor & Employment Team as Partner in Houston, McGuireWoods, March 22, 2021
- Steptoe Continues Expansion of IP Group in New York with Patent Litigator Mike Eisenberg, Steptoe & Johnson, March 22, 2021
- Reed Smith adds four top-tier dealmakers in Houston, Reed Smith, March 22, 2021
- Desmarais Expands to Washington, Beefs Up ITC Practice, Blog of Legal Times, March 22, 2021
Law Firm Memos
- Climate Change Disclosures High on SEC’s Agenda, Wilson Sonsini, March 17, 2021
- Mintz Publishes In-Depth Report Breaking Down the SPAC Surge, Mintz Levin, March 19, 2021
- Government proposals to reform corporate reporting and governance, Bryan Cave Leighton Paisner: Thought Leadership, March 19, 2021
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Legal Marketing
- Is Brand Building Becoming Cool in Marketing Again?, Sword and the Script, March 23, 2021
- O’Connors refreshes its brand identity as its sector work ripples nationwide, Legal Futures, March 22, 2021
- Moving past buzzwords: 5 ways for law firms to build better client relationships, Legal Executive Institute: Blog, March 23, 2021
- Kirkland, Pinsents, Bakers and Blakes named top brands in the US, UK, Europe and Canada, Global Legal Post: Big Stories, March 23, 2021
- Top 20 U.S. Law Firm Brands, Legal Current: Thomson Reuters, March 23, 2021
- 3 common traits drive firms to the top of buyers’ minds, new Regional Brand Indexes reveal, Legal Executive Institute: Blog, March 23, 2021
- Embracing online reviews “changed firm’s culture for the better”, Legal Futures, March 22, 2021
- Does Your Office Have a Jargon Problem?, Harvard Business Review, March 19, 2021
- Digital Transformation: Message in the Market, Legal Marketing Association: Strategies+ Blog, March 19, 2021
- The Game-Changing Marketing Solution No One Else Knows About: Meet the Content Loop™, Legal Marketing Blog, March 22, 2021
- AI Can Help Companies Tap New Sources of Data for Analytics, Harvard Business Review, March 19, 2021
- WATCH: How to Find New Clients Online with Legal Leads, American Bar Association: Law Technology Today, March 18, 2021
- How to Get the Best Out of Your Public Relations Firm, Attorney at Work, March 18, 2021
- How Do Corporations Select Outside Counsel? - Clorox Shares Its Criteria, Law and More, March 17, 2021
- Best practices for another year of virtual client development, Legal Executive Institute: Blog, March 19, 2021
- Playing the Long and Short Content Game, Jay Harrington Blog, March 17, 2021
- 6 Steps to Incorporate Guest Blogging as Part of Your Overall Content Strategy, Hinge Marketing, March 17, 2021
- A 10-Step Guest Blogging Strategy to Improve SEO, Hinge Marketing, March 17, 2021
- 2021 Legal Industry Trends: A Strong Start to the Year, Scorpion: Law Firm Marketing Blog, March 19, 2021
- The 70 Law Firms Improving Client Service Performance More Than All Others, The Mad Clientist: BTI's Blog, March 17, 2021
- Your Profitability Change Matrix, Law Vision Insights Blog, March 22, 2021
- 8 Common Online Marketing and Business Development Mistakes Most Law Firms Make, Attorney at Work, March 22, 2021
- Ten Reasons Legal Bloggers Should Write a Book, Real Lawyers Have Blogs - Kevin O'Keefe, March 22, 2021
- Silicon Valley Becomes Lateral Alley - Freshfields Adds to Branch Launched in July 2021, Law and More, March 24, 2021
- Author Spotlight: David Ginsberg and Robert Feisee “How Successful Law Firms Really Work”, American Bar Association: Law Technology Today, March 23, 2021
- Growth Strategies for Law Firms, LaFleur Legal Marketing Blog, March 23, 2021
- Legal Blogging With Conviction, Real Lawyers Have Blogs - Kevin O'Keefe, March 24, 2021
Digital Marketing
- Danone, The Green Revolution, And The Next Wave Of Business Transformation, Forrester Blogs, March 22, 2021
- What Every Marketer Can Learn From K-Pop, Web Ink Now, March 24, 2021
- About That Burger King Tweet … and More Helpful Content Marketing Lessons, Content Marketing Institute, March 19, 2021
- Move Your Operation Forward Along the Digital Marketing Maturity Curve, Business 2 Community, March 19, 2021
- 24+ Must-Read Marketing Books (That Happen to be Written by Women), Content Marketing Institute, March 18, 2021
- How You Should Be Evaluating Your Content Marketing Success, Influence & Co., March 19, 2021
- 6 Reasons Why Top-of-Funnel Content Delivers Leads and Sales, Marketing Insider Group, March 22, 2021
- What Content Marketers Can Learn from the Greatest Television Steal of All Time, Contently: Content Strategist, March 22, 2021
- For More Successful Remote Teams, Empower, Don’t Monitor, Business 2 Community, March 18, 2021
- What is an Email Marketing Strategy?, Business 2 Community, March 18, 2021
- Modern creative collaboration with cloud documents, CMO by Adobe, March 18, 2021
- Domains and Reputation, Word to the Wise, March 18, 2021
- Generation C and the Need for Design Thinking, Brian Solis, March 17, 2021
- How Much Should Your Marketing Team Budget for 2021? [By Industry], HubSpot Blog, March 23, 2021
- How to Identify Your Core Marketing Message, HubSpot Blog, March 17, 2021
- How Effective Collaboration Enables the Streamlining of CRM Data, Business 2 Community, March 22, 2021
- The start of something new, CMO by Adobe, March 22, 2021
- 5 Fixes to Help Avoid Content Bottlenecks, Content Marketing Institute, March 22, 2021
- 7 Steps to Effective Brand Storytelling, Marketing Insider Group, March 24, 2021
- The Top Facebook Updates You Need to Know: March 2021, Hootsuite, March 23, 2021
- B2B marketing trends shaping 2021, Marketing Land, March 23, 2021
- Growth Is Uncomfortable – Here’s How to Embrace It, Business 2 Community, March 23, 2021
- 6 Social Media Marketing Trends You Can’t Ignore in 2021, Business 2 Community, March 23, 2021
- Measure Your Content Marketing ROI With These 10 Steps, Contently: Content Strategist, March 23, 2021
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Companies and Products in the News
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General Counsel Moves
- Mashreq names new Group General Counsel - Trade Arabia, (General Counsel), March 21, 2021
- Solomon named as general counsel at Arkansas Children's - Captive International, (General Counsel), March 19, 2021
- Tesla's Former Top Lawyer Joins Medical Apparel Startup FIGS - Bloomberg Law, (General Counsel), March 19, 2021
- Obamas name new GC for foundation - Chicago Daily Law Bulletin, (General Counsel), March 19, 2021
- Caliber Associates Recruits General Counsel for INOVIO Pharmaceuticals - Hunt Scanlon Media, (General Counsel), March 18, 2021
- Cipher Mining Technologies Inc. Appoints William Iwaschuk as Chief Legal Officer - Business Wire, (General Counsel), March 18, 2021
- General Counsel Bryan R. Adel Retires from Dine Brands Global, Inc., Christine K. Son Appointed As Successor - Business Wire, (General Counsel), March 17, 2021
- Dwayne C. Vaughn appointed as Atlanta Housing's General Counsel - PRNewswire, (General Counsel), March 17, 2021
- Dow Jones Associate General Counsel Joins Dating App Company - Bloomberg Law, (General Counsel), March 17, 2021
- Press Release: BAI Communications Australia appoints new General Counsel - PRWire, (General Counsel), March 17, 2021
- Obama Foundation Hires Billionaire's Lawyer Amid Legal Battles - Bloomberg Law, (General Counsel), March 17, 2021
- ABR Dynamic Funds Taps John Grady as COO and General Counsel - Yahoo Finance, (General Counsel), March 17, 2021
- DraftKings' First Lawyer Jumps to Contract Analytics Startup - Bloomberg Law, (General Counsel), March 17, 2021
- LinkSquares Appoints Tim Parilla as Chief Legal Officer - Yahoo Finance, (General Counsel), March 17, 2021
- Applied Molecular Transport Appoints Earl Douglas as General Counsel - GlobeNewswire, (General Counsel), March 22, 2021
- PPL Corporation Names Wendy E. Stark Senior Vice President, General Counsel and Corporate Secretary - PRNewswire, (General Counsel), March 22, 2021
- Fox Corp. Names Jeff Taylor General Counsel - Deadline, (General Counsel), March 22, 2021
- Novartis appoints Karen Hale as Chief Legal Officer - GlobeNewswire, (General Counsel), March 22, 2021
- Fox Corporation Names Jeff Taylor General Counsel - PRNewswire - PRNewswire, (General Counsel), March 23, 2021
- Food and Agriculture Industry Veteran, Stephanie Artnak Everett, Joins Egglife Foods as Company's Chief Legal & Human Resources Officer - PRNewswire, (General Counsel), March 23, 2021
- Swiss drugmaker Novartis names Karen Hale as new legal chief after GC departs for Moderna, Global Legal Post: Big Stories, March 23, 2021
Podcasts and Webinars
- LMA Podcast Episode 73 — The Importance of Women in Leadership, Legal Marketing Association: Strategies+ Blog, March 18, 2021
- New podcast: Combating the lack of diversity within legal with collaboration, Legal Executive Institute: Blog, March 22, 2021
- LawNext: BYU Law’s Innovative Dean Gordon Smith On His Next Five Years, Robert Ambrogi's LawSites, March 22, 2021
- Podcast Ep. 127: How HubSpot Can Revolutionize the Way Law Firms Market Their Services and Generate Business, Good2BSocial, March 18, 2021
Marketing and Editorial Jobs
- Large Law Firm, Los Angeles - Business Development Specialist (full-time, $75k to $95k), Law and More, March 21, 2021
- Law Firm, Glendale, CA - Marketing Manager (full-time), Law and More, March 21, 2021
- Large Law Firm, Downtown Los Angeles - Legal Content Specialist (full-time, $80k to $95k), Law and More, March 21, 2021
- The Ferguson Group, D.C. - Communications Director, Law and More, March 23, 2021
- IP Law Firm - REMOTE - Tech Writer (contract), Law and More, March 21, 2021
- Trade Association, D.C. - Communications and Government Relations (full-time), Law and More, March 21, 2021
- Tech/Cybersecurity Writer - REMOTE - Freelance, Law and More, March 21, 2021
- Legal Writing on Family Law - REMOTE - Contract, Law and More, March 20, 2021
- Ackerman Group, Florida - Writer/Analyst (full-time), Law and More, March 18, 2021
- Fordham Law School, NYC - Writer/Content-Creator for Editorial (part-time), Law and More, March 17, 2021
- Environment/Climate Change Reporter, Sacramento, CA - Full-time, Law and More, March 22, 2021
- The Poynter Institute - REMOTE - Part-Time Editor, Law and More, March 22, 2021
- The Seltzer Law Firm, NYC - Technical Writer (full-time), Law and More, March 22, 2021
- Tech/Legal Writers - REMOTE - Freelance, Law and More, March 23, 2021
- Crime and Court Reporter, Aiken, SC - Full-Time, Law and More, March 23, 2021
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_____________ The Law Firm Marketing Brief is the newest addition to the Pinhawk family of newsletters for the legal market. As the pace of competition and innovation in the legal market continues to accelerate, marketing issues are now front and center in shaping the future of the profession. This newsletter is designed to serve the needs of marketing professionals in law firms of all sizes, as well as practicing lawyers who are actively involved in marketing and business development initiatives, by providing a weekly briefing on the marketing ideas and trends that are driving the transformation of the legal industry. Joe Lamport, Editor. email me. Joe is a former practicing lawyer who has been a pioneer in the field of digital marketing for lawyers. He is the founder of the marketing consultancy, The Practice Platform. Free Subscription See our free newsletter for IT folks. See our free newsletter for Librarians. See our free newsletter for Legal administrators.
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