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Chicago Firms Use ‘Small’ as a Selling Point

Date

February 1, 2008

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1 minute

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Small firm? Yes. Narrow scope? Sure. Regional focus? That too. Proud of it? You bet.

 

As Chicago-based Am Law 200 firms have grown into national powerhouses, and national firms have competed for a Chicago presence, midsize Windy City firms have been swallowed faster than cocktails at an open bar. But a handful have resisted. Now, as a marketing matter, they’re trumpeting their continued independence–and taking a few shots at the big boys, as well.

Goldberg, Kohn, Bell, Black, Rosenbloom & Moritz and Levenfeld Pearlstein, two other Chicago firms with fewer than 100 lawyers and a sophisticated local client base, are trying to find a way to make this approach work.

 

‘Clients are using these big firms who don’t need to be,’ says Levenfeld chair Bryan Schwartz. Running ads that say so is a way to tell possible clients that they have options, he says.

Full article available through subscription only, click here.

American Lawyer, Vol. 30, No. 2, Copyright 2008 ALM Properties, Inc. All rights reserved. Elizabeth Goldberg


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