Several U.S. law firms have rebranded to abbreviated names this year, with Quarles & Brady becoming one of the latest to debut a shortened name and updated logo.  Mary K Young observes that the shift to shorter law firm names is far from new and has been happening for about three decades.  The shift towards shortening firm names probably started with the trend towards law firms getting bigger and following more traditional marketing principles.

A hiring spree during recent years left many firms overstaffed.  Citing economic headwinds and slowing demand, some large law firms are tightening their belts, shrinking their attorney ranks and eliminating professional staff.  The decline in demand for legal work last year followed years of growth driven by a boom in mergers-and-acquisitions work, prompting hiring sprees accompanied by six-figure bonuses for even lower-level attorneys.  Peter Zeughauser observes that the demand for legal work “has fallen off the cliff.  The firms that were really red hot and significantly over-hired are the first movers to lay people off.”

As Stroock seeks out a merger partner, the firm's accounting system and unfunded pension could add additional barriers to a deal. Merger experts say that while those elements add an additional level of complication to merger talks, it doesn't mean a deal can't be done.The firm has explored a merger with McGuireWoods, Steptoe and, most recently, Squire.  Peter Zeughauser explains why pensions can become a potential impediment in any merger talks.

Greentarget and Zeughauser Group’s latest State of Digital & Content Marketing Survey — our first in three years — revealed that clients of professional services firms see diversity, equity and inclusion (DEI) as a key business priority.

Mary K Young writes about the process of law firm mergers, the growing urge for firms to combine, the sensitivity around post-merger firm names, and retaining brand equity.

While international partner promotions were essentially flat from 2021 to 2022 among Am Law 100 firms, some U.S. firms have nonetheless chosen to invest heavily in their global talent. The message from those firms has been clear: Global markets and international talent matter. Mary K Young comments on the rise in international promotions this year and how promotions may relate to each firm’s individual strategy.

Mary K Young, along with John Corey and Betsy Coag, will discuss a recent survey of consumption behaviors, attitudes, and preferences of in-house counsel and executive decision makers.  This research pairs client consumption behaviors with practical guidance for law firms and professional service providers on how to break through to these difficult-to-reach audiences.  The session will provide an opportunity to learn about the content formats, platforms, and channels that clients frequent and value most, to understand the top reasons content “misses” for clients, and to decode what clients are really looking for in terms of DEI-focused content.

12:00 p.m. CT,  November 15, 2022

For additional details and registration information, visit 2022 Survey

In this article, Alex Dimitrief shares his recent experience volunteering in Ukraine.  First published in The American Lawyer, this remarkable piece takes us through Alex’s Spring trip to Poland and Ukraine providing aid and raising funds to help the Ukrainian people.

Merger discussions among even some unlikely pairings seem to be heating up. In their new book, Kent Zimmermann and John E. Morris explain why and offer tips on how firms of various sizes and market positions should approach merger discussions.

Mary K Young will moderate a discussion regarding law firm industry team alignment transformations.  The panel will consider the process of realigning practice groups to focus less on “services” and more on industries – including related marketing reorientation

The panel will explore:

• What drives the move to an industry alignment?
• Challenges to getting buy-in from senior partners and practice group leaders.
• Metrics for success. How do you judge that an industry focus is actually working?
• The industry marketing mindset and how it supercharges the concept of cross-marketing.
• Considerations for reorienting and redeveloping marketing materials and focus to speak to target industries.

The session, sponsored by the LMA Mid-Atlantic Region, will be held on Zoom on May 12, 2022, at 12:00 pm EDT.

For more information and to register, visit Industry Team Transformation Insights.