Midsize Firm Shuns ‘Gigantism,’ Touts Service in Ad Campaign

Law Firms

Midsize Firm Shuns ‘Gigantism,’ Touts Service in Ad Campaign

Posted Oct 30, 2007, 01:07 pm CDT
By Molly McDonough

Taking a swipe at conventional wisdom that bigger is better, an 85-member Chicago law firm is touting its midsize status in a new ad campaign.

Much Shelist Denenberg Ament & Rubenstein will tell the world that it intends to remain independent, the Chicago Tribune reports.

The firm asks in one ad (PDF) featuring a sky full of hot air balloons: "Is your business getting lost in the crowd at a huge law firm?" The ad then urges clients and possible recruits to "cut loose."

The Tribune notes that there have been more than 150 law firm mergers involving U.S. firms. Included are several midsize Chicago firms—Ross & Hardies, Sachnoff & Weaver and Gardner Carton & Douglas—which were all acquired by larger law firms.

Much Shelist partner Mitchell Roth tells the paper that his firm doesn't want to become another branch office. "We're targeting middle-market companies that are feeling they are not getting the level of service at a price point they are looking for," he is quoted saying.

On the firm's website, a new message from the management committee shuns law firm consolidation "and the 'gigantism' that results."

Those megalaw mergers, the firm notes, "has created a ripple effect for clients and their attorneys. Both face the possibility of conflicts, not to mention culture clashes, within these new hybrid firms."

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Posted by joeh@sblsg.com - 10 months, 3 days, 14 hours, 54 minutes ago

Joe: Perhaps this is an angle that we should consider.

JCT
Posted by Richard E - 10 months, 3 days, 14 hours, 14 minutes ago

Sounds like a mid size firm that just failed to be acquired!
Posted by Maslow - 10 months, 3 days, 14 hours, 12 minutes ago

I don’t think so. Seems to strike an air of desperation.
Posted by Bob Berger - 10 months, 3 days, 13 hours, 49 minutes ago

FYI.
Posted by Diana - 10 months, 3 days, 10 hours, 31 minutes ago

They were a much larger firm. Their plaintiffs practice group just spun out and they’re announcing their new all defense practice.
Posted by David R. - 10 months, 3 days, 10 hours, 10 minutes ago

What’s wrong with bucking the conventional, big firm thinking, people? I’m in house (and I used to be at a big firm), and trends are moving away from the overpriced, inflated-associate salaried big boys. I hardly ever use my old big firm contacts anymore, because our businesspeople (i.e., your CLIENTS) don’t want to pay padded, inflated fees, just so greedy associates can be paid absurd amounts of money. The big firms are killing the golden goose (their clients) with their insane greed, and I’m glad to see this mid-sizer recognize the opening in the market.
Posted by W & W - 10 months, 3 days, 9 hours, 47 minutes ago

This is an interesting approach to marketing; however, they should consider merging just to lose that name. I recommend a smaller firm using a similar ad, with fewer balloons, urging to cut loose even more.
Posted by Anne - 10 months, 3 days, 4 hours, 56 minutes ago

Very creative! More small- and medium-size law firms should begin to market their inherent advantages over the mega-firms who indeed are killing the golden goose with their greed.
Posted by Mary Susman - 10 months, 1 day, 13 hours, 42 minutes ago

This firm first ought to change its name. Much Shelist? What is that? I am befuddled looking at it, thinking it is some sort of typo, or an aberant women’s rights firm (missing a few words). They’ll lose business clients are confused about. Of course, I’ve been told to mind my own BEESWAX from time to time, but I feel compelled to speak out here.

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