Another test post

on July 16, 2015

Chambers 2014 ImageWe have just completed our second analysis of Chambers rankings using the 2014 rankings, and this process made us realize just how truly rampant law firm mergers are – more on that later. We used our previous methodology in order to compare (as best we could) apples to apples. We also still stand by the previous reasons we provided for why the results shouldn’t be taken for face value.

You can click on the graphic in this article to download a chart showing, by Am Law 200 rank, each firm’s percentage of U.S. attorneys ranked in Chambers USA 2012 and 2014. Another link to the PDF is at the bottom of this post. Our research also includes the actual number of attorneys ranked.

Here are our observations based on a comparison of 2012 to 2014 survey results, but we welcome your observations and opinions in the comments section.

When big firms get bigger, their rankings percentage drops, at least initially.

  • Firms that had significant growth spurts, such as Baker & McKenzie (+900 U.S. attorneys) and DLA Piper (+1000 U.S. attorney), generally saw their percentages fall (down 3.8 percentage points and 4.2 percentage points, respectively), while the number of ranked attorneys increased slightly.

For the rest of the Am Law 100, things look pretty rosy.

  • Among Am Law 100 firms, most maintained their rankings or increased by a percentage or two. Some saw increases of up to 3.5%. Firms that saw increases of over 3% include White & Case (3%), Kaye Scholer (3.1%), Mayer Brown (3.1%), BakerHostetler (3.5%), and Winston & Strawn (3.5%).

Am Law 200 firms generally faired well also; soon, we won’t be able to lift the Chambers book.

  • Among Am Law 200 firms, we noticed more drops in rankings’ percentages than within the Am Law 100, however, the majority of firms grew their rankings by a percent or two.
  • Overachievers in the Am Law 200 include Williams Mullen (up 3.3 percentage points), Herrick Feinstein (up 3.4 percentage points) and Day Pitney (up 3.6 percentage points). Stinson Morrison’s rankings jumped up by 6.8 percentage points, but that’s likely influenced by their January 2014 merger with Leonard Street.

There are several firms that appear to hit the ball out of the park when it comes to Chambers.

  • The firms with the highest percentage of ranked attorneys are Goulston & Storrs with 20% of the firm’s attorneys ranked (located in competitive markets like NY and DC!) and Stoel Rives with 25.8% (with a location in the greater Northwest which may have less Chambers competition).

Here’s some advice from Aileen, our Chambers expert:

  • Chambers is a process, and at least to some extent, your firm’s rankings are a reflection of your process. Is it frantic and treated as an annual interruption to your regular work, or is it a well-oiled machine designed to work better year after year?
  •  When rankings are published, are you left scratching your head, wondering what Chambers was thinking when they decided who to rank? If so, brush up on how to put together a submission that is persuasive to researchers and shines the spotlight on your star performers. Advice here and here.
  • If your attorneys aren’t invested in responding in a timely and thorough manner at Chambers time and it’s reflected in your rankings – you might want to share this research with them.


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This article was previously published in Strategies, May/June 2015. Want to instantly strike up a rapport with another legal marketer whom you don’t know yet? Share how you feel about Chambers submissions and you’ll be kvetching like old friends in no time! As Chambers season cranks into high gear for another year, we bring you […]

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The Great Attorney Bio Challenge! [Infographic]

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Law firm website statistics tell the story over and over again: Attorney bio pages grab the lion’s share of the site’s traffic. Clients, potential clients and referral sources want to know about you, your expertise and your experience. Why not reward them with an engaging and insightful picture of what you can do? It’s always […]

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Target Your Key Audiences with a White Paper

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Over the past few years, one of our clients has grown a thriving practice around a specialized, rapidly evolving area of law. During this time, we have promoted the practice through the usual communications channels—website videos and case studies, targeted marketing pieces, and an active social media presence. It wasn’t long before everyone involved discovered […]

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2014 Analysis of Chambers USA Rankings for Am Law 200 Firms

December 9, 2014

We have just completed our second analysis of Chambers rankings using the 2014 rankings, and this process made us realize just how truly rampant law firm mergers are – more on that later. We used our previous methodology in order to compare (as best we could) apples to apples. We also still stand by the previous […]

0 comments Read the full article →

“Why am I not listed in Chambers, again?”

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Most days, legal marketing is a rewarding, challenging job. Other days, such as the day that Chambers announces its rankings, are days when you feel like you’ve entered a minefield the minute you step into the office. The attorneys who have maintained their ranking, or been added to Chambers’ exclusive list, might give you a quiet thank […]

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How LinkedIn Publishing Could Kill The Law Blog

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For one brief, bright, shining moment in the history of mass human communication, everyone had the ability to talk to everyone else and no corporate gatekeeper was in control. In that moment — after the mass media no longer decided whose message would get through and before the social networks truly took over — you […]

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The Most Interesting Trends from Marketing Partner Forum 2014

February 28, 2014

In January, I spent three stimulating days at the Thomson Reuters Legal Executive Institute’s Marketing Partner Forum in Naples, Florida.  After 12 months of listening to much on-line prognosticating about the demise of BigLaw (and life as we know it, evidently) we heard numerous panels of managing partners, marketing partners, in-house counsel and CMOs who shared […]

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3 Steps to LinkedIn Company Pages That Sizzle

January 11, 2014

While we all know that is the world’s largest professional networking community, there is so much more that a law firm can do in this social utility than just make sure its lawyers have profiles (though that is of critical importance). Can you say, “Company pages?” At their most basic level, Company pages […]

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Getting Ahead with Gratitude

December 16, 2013

(originally published in the newsletter of the LMA Capital Chapter) With the holiday season upon us, law firms’ thoughts turn to the logistics of sending holiday cards and brainstorming the hottest client gifts. And, while these touch points show clients that your attorneys appreciate their business, why not consider taking it a step further and […]

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