Law Times

Law Times • April 29, 2013 Page 5 NEWS Top law firm brands Survey emphasizes global presence as key to growth BY ANASTASIA MOSKVITINA For Law Times N CUTTING EDGE • TIMELY • INTERACTIVE orton Rose Canada LLP has come out on top of this year's Canadian law firm brand index report. The firm shot up from eighth place in the previous survey and essentially switched spots with last year's top brand, Osler Hoskin & Harcourt LLP. "We are very proud of this achievement," says John Coleman, managing partner of Norton Rose Canada. "It demonstrates how seriously our lawyers take our commitment to client service. The results also show how our global platform, and our client-centric approach as a firm, are delivering results." "The things clients are looking for have changed over the past five years," said Elizabeth Duffy, vice president of legal market research firm Acritas US Inc., at a presentation of the index in downtown Toronto on April 17. There's a growing quest for value and clients are "not one size fits all," said Duffy, whose company produces the index. Many law firms overlook the need for customer satisfaction, according to the report. Only 10 per cent of clients surveyed said their firms have asked them for formal feedback, said Duffy. Client feedback is "an insurance policy for relationships" that can be the earliest harbinger of warning signs, according to Duffy. Coleman says Norton Rose has an "intensive client feedback program. Senior members of the firm meet with clients and talk to them, not to sell them stuff. It's management meeting with clients and asking them how we are doing. The meetings take place face to face as often as we can." Meeting clients face to face is the most effective way of ensuring a brand is top of mind for them, said Duffy. While phone calls may be more cost-effective, like Norton Rose that are now comtop-of-mind firms correlate to higher peting with "challenger brands." There's revenues. But "just because you're top a similar trend in the United States. of mind doesn't mean it's for a good Firms are increasing their strength reason," noted Duffy. The hardest qualthrough large mergers and acquisitions ity to gain is favourability or the "sticky and robust marketing. factor," she said. When it comes to marketing, NorThe report touts a client-centric ton Rose emphasizes originality, says approach coupled with global parColeman. "It's not about the investticipation as key strategies for brand ment amount; it's the originality and growth. In order to grow, according approach that distinguishes us," he says. to the report, firms need to look at the "Our strategy has been built on global market because legal spending what our clients are telling us they want in Canada remains stagnant. But into see," he adds. ternational spending is growing and What makes Canada unique from 41 per cent of multinational compathe other countries that participate in nies need legal advice in Canada, the the brand index is the stable economy report noted. here, according to Duffy. Duffy also Norton Rose, of course, has gone through a series of mergers in the past 'The U.S. was the big hole in our service noted Canadian companies have a sense of patriotism. "Canadian comfew years. In Canada, Ogilvy Renault offering,' says John Coleman. panies like to work with Canadian LLP joined the Norton Rose Group in 2011. "Global service offering is of extreme importance firms," she said. So what's next for firm brands in Canada? Duffy said to clients," says Coleman. The subsequent merger with rising brands should grow as falling brands shrink. More Macleod Dixon LLP has increased Norton Rose's service offerings in the energy and mining sectors and moved large mergers are likely, she noted. The other firms leading the index were McCarthy Téthe firm towards becoming a "resource firm," according trault LLP, Blake Cassels & Graydon LLP, Stikeman Elto Coleman. Norton Rose is now gearing up to merge with Ful- liott LLP, and Fasken Martineau DuMoulin LLP. New on the list of the top 15 firms was Calgary's Burbright & Jaworski LLP on June 1 in a move that will create Norton Rose Fulbright. "The U.S. was the big hole in net Duckworth & Palmer LLP. The index involves a survey of 250 general counsel our service offering," says Coleman. across Canada at organizations with $50 million or more The series of mergers has allowed Norton Rose to work in six key industry sectors: financial institutions, in revenue. Acritas asks more than 50 questions to deterenergy, infrastructure and mining, transport, technol- mine law firm brand tracking and client behaviour. The categories deal with brand awareness, favourability, conogy, and pharmaceuticals. Duffy noted the recent mergers have reshaped the sideration for top-level litigation as well as large mergers, LT global competitive landscape by creating "mega firms" and most used firm overall. THE ENERGY SECTOR: WHERE IT'S HAPPENING Political winds. The regulatory climate. Economic cycles. Change, to be sure continues to typify the energy industry today. But identifying which changes will blow over quickly and forecasting those that will more likely have a long term effect is what this program will address COURSE HIGHLIGHTS COURSE LEADER CHAIR AND COURSE LEADER • • • • Linda Bertoldi, Borden Ladner Gervais LLP Shane Freitag, Borden Ladner Gervais LLP GUEST SPEAKERS Mark Rodger, Borden Ladner Gervais LLP Adam Chamberlain, Borden Ladner Gervais LLP Bruce Fowler, Borden Ladner Gervais LLP Renewable energy: the latest developments Renewable energy: current financing issues for lenders and borrowers Transmission & Distribution Game Changers – Canadian energy developments REGISTER BEFORE MAY 10 AND SAVE $300! Toronto, June 13, 2013 For more information or to register, please contact Lexpert® Events at 1-877-298-5868 or e-mail: register@lexpert.ca Webcast also available! Untitled-1 1 www.lawtimesnews.com 13-04-22 10:18 AM

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