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Conferences and Speeches

2015 Legal Marketing Association Annual Meeting

Tuesday, April 14, 2015 {ml-event-to} Wednesday, April 15, 2015

Mona Zeiberg, the firm's senior director of strategic marketing, presented on a panel for "The Role of Marketing in Law Firm Mergers & Integrations" at the Legal Marketing Association Annual Meeting in San Diego, CA.

Law firm mergers and practice/attorney acquisitions have become seemingly commonplace in the industry over the last decade. The law firm that has not acquired another firm, been acquired by another firm or acquired a significant team of lawyers is more the exception than the rule. The challenge is integrating new attorneys/firms to gain the most value out of each combination.

This session focused on:

  • A look back at the major firm mergers and acquisitions over the past few years.
  • Examples of both successful and sub-optimal integrations, with anecdotes from insiders on what went well and what did not, particularly from a marketing communications perspective.
  • A look at factors contributing to successful out-of-industry mergers and integrations.
  • Key implications for law firm marketers and steps to take ahead of, during and post-merger to contribute to the successful integration.
  • How senior marketers - when included in discussions before the combination reaches final stages - can offer:
    • strategic value with insights, market knowledge and trends.
    • competitive intelligence on the target market/practice/firm.
    • effective integration plans.