Business of Law

Female-Owned Personal Injury Law Firm Sparks Billboard Battle in Detroit

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Television is still a major advertising medium for personal injury lawyers in and around Detroit. But a relatively new and unusual competitor has sparked a growing billboard battle in recent years.

Operating what she says is the first PI firm in the state headed by a woman, 47-year-old Joumana Kayrouz promoted her law practice on dozens of billboards, forcing male competitors to do the same, reports the Free Press.

“She came out of nowhere with a very unique idea,” says prominent PI attorney Vernon Johnson of Kayrouz. “Because of her success, you see the big hitters doing the same. She’s done a great job.”

Local billboard companies say their business has increased as a result of all the attorney faces and catchy phone numbers plastered around town, although some of the principal competitors, including Kayrouz, deny they’re advertising in reaction to one another.

Typical billboards include a lawyer’s name, photo and a catchy phrase to help viewers remember the phone number to call. But one attorney has become so well-known from his “call Sam” television commercials that his billboard simply shows his photo in place of the final digits of his phone number.

Related coverage: (Jan. 2008): “Racy Billboard Gets Lawyer New Work … at Playboy” (April 2009): “Look at This, ‘Annoying Law Firm’—Our Competing Billboard, Outside Your Office”

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