US Clients Talk About Their Law Firms

VIDEO 1: Introduction
In-house counsel introduce themselves and explain how their legal departments operate.

VIDEO 2: Pitching the Client
What works, and what doesn’t.

“Outside counsel can undervalue the degree to which cultural awareness of the client’s organization is helpful.”
– Louise Parent, American Express

“Who are the people who are going to work on my case? Often they're not even part of the sales pitch. I think that’s a mistake law firms make.”
– Silvio DeCarli, DuPont

“What we care about is a blend of wisdom, substance and 'tell-me-what-to-do'.”
– Amy Schulman, Pfizer

“Don’t pitch to us without a woman or a person of colour. That sends a bad message.”
– Denise Keane, Altria

VIDEO 3: Marketing & Social Media
Formal and informal pitches. How effective is online marketing?

“When someone calls me up and helps me connect a dot or put something on my radar screen – that's just invaluable. I like it when people are really thoughtful and help me access another perspective.”
– Denise Keane, Altria

VIDEO 4: Client Hospitality
What should law firms offer their clients?

“Whenever we go out with our firms, we pick up the bill. We don't allow the firm to entertain our lawyers.”
– Denise Keane, Altria

"When I need legal services myself and people say, 'I'd do it for you for free', I tell them, 'You can't. Don't discount it. If you discount it, I won't be able to use you.'"
– Louise Parent, American Express

VIDEO 5: Diversity and Inclusion
How can 'Diverse' lead to 'Inclusive'?

“Organisations resist the inclusion part of diversity because they are used to the music they have been playing for the last 50 years. If we're really going to have inclusion, we have to be willing to learn to listen to different music.”
– Amy Schulman, Pfizer