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<b><i>From the Second Annual MLF 50:</b></i> Two Standout Firms Focus on Client-Centric Marketing

By Elizabeth Anne 'Betiayn' Tursi
November 30, 2006

Two firms from the MLF 50 are standouts in the area of client-centric marketing activities and for different reasons. The first, Winston & Strawn, led by Director of Business Development and Marketing Partner Barbara C. Sessions, embarked on an overall visibility campaign with an overarching theme on client-focused service and they did this via their Web site. Web sites are for the most part pictorial and editorial depictions of how law firms perceive themselves. Most sites are almost unbearable to read, difficult to navigate and, for the most part, merely overblown puff pieces. It would seem that there is no real process or planning that goes into the creation of the site, with the appropriate attention to harnessing the energy of the firm and, more importantly, understanding the audience. Winston & Strawn had a plan and a process to create a Web site that addresses those concerns.

No less outstanding in harnessing client-centric based marketing is the firm of Holland & Hart. In 2006, the marketing department, led by Director of Marketing Mark Beese (or as he refers to himself the 'Marketing Guy') engaged in several new initiatives; each of them intimately involving the firm's clients, with the goal of deepening Holland & Hart's relationship with current clients and attracting new ones. The firm's advertising campaign has evolved to highlight innovative and successful clients as part of the Holland & Hart trademark western wilderness.

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