Managing a Merger

In the weeks and months leading up to the June 2008 merger between mega firm Troutman Sanders LLP and Ross Dixon & Bell LLP, HBC worked closely with the marketing departments at both firms to craft a comprehensive and impactful communications strategy for internal and external audiences. When time came to announce the creation of the new 750-attorney international law firm, HBC implemented and coordinated a 24/7 large-scale media outreach plan. As a result, coverage of the merger consumed the major national legal press in all the firm’s major markets for the day, and articles appeared in more than 35 additional business, regional, national and international publications. These results helped the firm secure confidence and excitement about the merger among its employees and its clients; plus the results scored the marketing department staff major kudos from firm management.