Law Times

Page 2 OcTOber 21, 2013 • Law Times NEWS Dentons, Norton Rose Fulbright quickly making their mark BY JULIUS MELNITZER For Law Times A survey ranking the brand equity of global law firms suggests that Dentons and Norton Rose Fulbright, recent entrants to the Canadian market, are quickly making their mark nationally and internationally. Acritas, the market research company responsible for the Sharplegal 2013 global elite brand index, says the survey reflects the views of "senior decision-makers in elite global companies" with revenues exceeding US$1 billion. The ratings stem from four open-ended questions asked of the 815 respondents: the first law firms to come to mind; those most considered for multijurisdictional deals; those they feel most favorable towards; and those most considered for multijurisdictional litigation. Baker & McKenzie LLP,  which has a long-standing office in Toronto, topped the poll for the fourth year running with a score of 100. No other firm scored more than 66. But the advances made by Dentons, which absorbed Fraser Milner Casgrain LLP and ranked 19th with a score of 18.2, and Norton Rose Fulbright, which absorbed Canadian law firms Ogilvy Renault LLP and Macleod Dixon LLP and placed seventh with a rating of 46.1, are telling. Both were among the five firms included on the survey's ones-to-watch list of the "top 20 brands that have consistently gained strength over four years." Dentons' appearance on a top-20 list whose core names have barely changed in more than a decade is perhaps the greatest surprise. It was only in April 2013 that Dentons officially emerged from the combination of Britain's SNR 'Our clients tell us that they're thrilled with what we've done, and that's reflected in Acritas' work,' says John Coleman. Dentons, France's Salans, and Canada's FMC. "Jumping ahead 42 places in 2013 [Acritas aggregated the scores for the legacy brands to account for the effect of mergers], the newest brand on the block, Dentons, has performed exceptionally well . . . fuelled largely by a substantial increase in brand awareness on the back of high profile deals," the survey's authors state. "For newer brands trying to win mindshare from incumbent firms, the basis of Dentons' growth is an important example. High levels of awareness are a crucial first step to winning business and growing a firm's client base, particularly when the firm is rapidly increasing its footprint and capability." Be that as it may, the extent of the firm's advance was something of a surprise even to the leaders at Dentons. "Our goal was to get on the global index, but we didn't think we could make it to the top 20 so fast," says Joe Andrew, Dentons' global chairman. Christopher Pinnington, the firm's chief executive officer in Canada, says the jump in the rankings is a direct result of the know whAt to consiDeR At eveRy stAge oF juDiciAl Review NOw publIshed by Carswell JudiCiAL Review Of AdministRAtive ACtiOn in CAnAdA DonAlD J.M. BRoWn, Q.C., AnD ThE honouRABlE John M. EvAnS MuNdell Medal award wINNer Judicial Review of Administrative Action in Canada is the most highly acclaimed and comprehensive title available on this subject. Regularly updated, this publication makes it possible for you to research a difficult legal question easily and in depth, and understand it completely. ORdeR # L9683686-0-3-65203 $635 3 volume looseleaf supplemented book Anticipated upkeep cost – $460 per supplement (1-2 supplements per year) Supplements invoiced separately 0-9683686-0-3 Shipping and handling are extra. Price subject to change without notice and subject to applicable taxes. Each step you need to take in building your case is fully covered so that you are well prepared for court. The authors explain the basis for all procedures and address the real issues you will encounter when navigating the decision review process. They provide extensive explanation of the case law, practice directions, and all of the legislation, regulations, rules and forms needed for every jurisdiction. The authors were awarded the David W. Mundell Medal in 1999 for their outstanding legal writing and distinguished contribution to law and letters. AvAilAble Risk-FRee FoR 30 DAys Order online: www.carswell.com Call Toll-Free: 1-800-387-5164 In Toronto: 416-609-3800 www.lawtimesnews.com hard work put in by the firm, its staff, and its lawyers. "Our success is a reflection of a very comprehensive strategy and vision," he says. For its part, Norton Rose Fulbright moved up two spots from its ninth position in 2012. And while advancing just two spots to seventh from ninth may appear modest to some, the jump comes in the context of a brand that was already high on the list and has evidenced a steady pattern of moving up the ladder. "Our clients tell us that they're thrilled with what we've done, and that's reflected in Acritas' work," says John Coleman, managing partner of Norton Rose Fulbright Canada LLP. He also acknowledges that the combination with Fulbright & Jaworski LLP in the United States last year "must have played some part" in the rankings. The survey's authors appear to be of similar mind. "Another continuing success story is that of Norton Rose Fulbright," they state. "Globally, the market appears to be responding favourably towards this expanding firm, which completed its U.S. merger earlier in 2013. This U.S. brand addition comes after a stellar year for the firm in Canada, where it became the strongest brand in 2012, having completed two mergers with Canadian firms." Earlier this year, a separate survey, Acritas' Canadian law firm brand index, named Norton Rose as the Canadian brand most favoured by influential companies from Canada and around the world. "In the Canadian market, this translated not only into higher levels of brand awareness and favourability but also improved brand consideration for premium work and overall usage — proving the power of brand as a vehicle for business development," note the authors of the Sharplegal 2013 global elite brand index. LT

• Cover