Not many agencies get the “green light” with a new client by “dissing” the two principals at the firm… but that’s what happened with O’Neil Cannon Hollman DeJong & Laing. At the time, the firm was O’Neil, Cannon, Hollman & DeJong.
“I told them that they should change the name to O’Neil Cannon because that’s all anyone would remember. Too bad Mr. Hollman, Mr. DeJong and Mr. Laing were the remaining partners in the firm! I suspect they appreciated the honesty… it certainly wasn’t my good looks that won them over.”
O’Neil was the 14th largest law firm in Milwaukee, but their track record of success was as good, if not better, than any other law firm in town — and the firms larger than they seemed to be preoccupied with becoming the strongest firm in the region — abdicating their claim on the city. By presenting O’Neil as the premier law firm in town, it didn’t matter that the number of lawyers they had was much smaller, they simply needed to appear as strong as their larger counterparts to win their own backyard.
You see, if no one else will stake a claim in an area of your expertise, even if you are much smaller in size, your stature needn’t be. Go ahead and claim it… BUT, you better be prepared to back it up, and for the level of your brand to be on par, if not greater, than any other in the marketplace. That’s where JSH&P can deliver results.
JSH&P provided consultive services to the firm of O’Neil, Cannon, Hollman, DeJong & Laing, along with full agency services including print advertising, brand development, web design/production and collateral and promotional design.