Four experienced lawyers broke off from a global litigation firm in New York and took its high-profile insurance-recovery policyholder practice with them to form Cohen Ziffer Frenchman & McKenna LLP. They were THE experts in this space; they were a well-known, cohesive team who had been practicing together for 20+ years and had $10 billion-plus in recoveries.
During our discussions with them, we quickly discovered that these lawyers had numerous precedent-setting cases and decisions, and they had a stable of loyal clients who believed in them as people, as a team and in the results they could achieve together. They were already a terrific success story.
Content Pilot created a positioning strategy that they could own – and a promise that had power, authority and truth. Cohen Ziffer’s “promise” includes a bold tagline – POLICYHOLDERS’ HEAVIEST HITTERS – that fits exactly who they are and what they do. It puts their stake of ownership in the ground right away.
The strategy, logo/identity design, website design and development, lawyer photography, content writing, social media set-up, PowerPoint pitch deck design and planning for the January 5, 2021 launch began during the pandemic – all virtual – in mid-October and launched on time right after the New Year. Our team worked closely with the four name partners, the on-top-of-everything COO, the firm’s NY public relations agency and the photographer to ensure all the pieces seamlessly came together. There was no wiggle room.
The firm successfully launched with 20 lawyers and staff garnering numerous accolades and praise and doubled its lawyer headcount in less than four months. And Robin Cohen, Adam Ziffer, Ken Frenchman and Keith McKenna, as well as this new firm, are top-ranked again in the 2021 Chambers USA awards, as well as virtually every other recognition imaginable.
Audrey Wilson, COO said:
“It is a rare opportunity to be able to build a law firm from the ground up. When thinking about all that needed to be done in just a few months to prepare the firm for launch, my feelings fluctuated between extreme excitement to being very overwhelmed.
“The two areas that were most important to get the firm up and running were technology (connectivity) and marketing (primarily the firm’s website). There were no worries about tech because of an existing relationship with a trusted provider, but I had not worked with any marketing companies. After interviewing a few New York agencies, a former colleague and CMO suggested Content Pilot because she knew of Deborah McMurray and her outstanding reputation in the legal marketing arena. Fifteen minutes into my initial exchange with Deborah, I knew Content Pilot was the right choice because the conversation felt like someone lifting a mantle from my shoulders. I was in good hands.
“The entire Content Pilot team was gifted. They aligned beautifully with personalities of the four name partners, who wound up embracing the creative process. It was fun! With a 3-month schedule and a lot of work to do, we were set on a course for success. The project due date for the firm launch was January 1st, and every member of the CP team was always readily available, even during the holidays. There were no surprises, every deadline was met, and the work product was beyond our expectations. Our website is a showpiece and looks like no other. We are so proud of the work Content Pilot produced on our behalf and maintain an active and engaging relationship with the team to further enhance our online presence.”