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Cadwalader Runs A TV Ad

Larry Bodine blogs about biglaw firm Cadwalader's entree into television marketing by running an ad on MSNBC, which can be viewed here.  While Bodine credits Cadwalader for non-traditional marketing, the ad doesn't seem to be generating much positive feedback from other marketers.  Among the comments:  The ad is bland and ineffective and doesn't give much reason for a prospective client to call.  In addition, the British voiceover gives the ad a snooty feel.

Bodine quotes another marketer, Bob Weiss, who predicts that law firms will move more toward TV and Internet video ad campaigns, although Weiss says he believes that these work better for consumer practices like PI or domestic relations. I'm not sure why that's true.  Seems to me that online ads give prospective clients a chance to size up the large law firm attorneys they seek to hire before devoting time to an in-person consultation. 

In my view, large firms that recognize the value of effective TV and video marketing will gain an edge over their slower-to-market competitors.  Or maybe big firm lawyers just don't come across very well  on the small screen.

Posted by Carolyn Elefant on December 19, 2006 at 06:07 PM | Permalink | Comments (2)


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