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Law Firm’s Ad Campaign Emphasizes Winning, Though it Settles 97% of Its Cases

Posted Oct 20, 2011 8:24 AM CDT
By Debra Cassens Weiss

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A new ad campaign for personal injury law firm Jacoby & Meyers asserts that winning is everything, though it settles 97 percent of its cases before or during trial.

Jacoby & Meyers managing partner Andrew Finkelstein tells the New York Times that the firm wins about three out of four cases that result in a verdict at trial. Because the firm has a reputation for winning tried cases, he says, insurers offer sizable settlements. “When clients walk away and accept a settlement and they are happy with it, they feel that they’ve won—it’s a win in their eyes,” he explains.

The “winning” ad campaign by Korey Kay & Partners in New York uses humor, the Times says. One text-only commercial begins, “Remember that guy? Who came in second in the last New York Marathon? Neither do we. Winning is everything.”

Another ad plays “Hail to the Chief” and features presidential contenders who lost: Horatio Seymour, Charles Pinckney, Hugh White and Lewis Cass. “Presidential elections are like lawsuits,” the commercial says. “You’re nobody unless you win.”

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