Inspecting the inner workings of the Chambers submission machinery (Photo by Shane Aldendorff on Unsplash)

Changes to Chambers Submission Template (UK onwards)

Not the most exciting title but since (a) Chambers & Partners hasn’t shouted from the rooftops about the changes and (b) these are important things for directory submission-preparers to know about, I’m shouting about it for you.

Chambers introduced a new submission template when it announced the Chambers UK schedule. The template can be found in the “Forms” section of the menu on left-side of screen here: https://chambers.com/research/submissions

At first glance, it looks like not much changed but the changes are significant.

Key changes as follows:

1) Chambers has essentially merged the old sections B10 and C2 (“what is the department known for” and “feedback on your rankings”) under the new section B10, so all your key arguments go in one place – that’s a sensible step. There’s a nominal 500-word limit, so it’s more important than ever to avoid fluff and to present concisely – even more reason to use bullet points.

2) As some SavageNash blogs had trailed earlier this year, Chambers has introduced specific segments to cover diversity & inclusion data. These are covered in sections B2-B6 in the new form. They ask explicitly for gender, minority, LGBT and disability stats (by practice, which may make it hard to get some of the requested data). Now that Chambers has broken through that wall, I would fully expect The Legal 500 to follow suit in due course.

3) Chambers has excised the old section B11 (notes on press coverage, other awards and rankings) and the old sections B8-B9 (foreign experts and foreign desks). These were largely superfluous and it makes sense to get rid.

4) The old sections B6-B7 (lawyer nominations) have been merged under what is now section B9 in the new form. This means that all nominations of ranked and unranked lawyers go together in the same section (with a Yes/No box to mark whether they are currently ranked or not).

In summary: use the new form for Chambers UK and all other guides going forward after that!

 

About the author: my name is Mike Nash and I’m one of three specialist directories consultants at SavageNash Legal Communications, all of whom are senior former directories editors; two of us also worked in-house in marketing & communications at international law firms. If you’d like to know more about how we could help your law firm with your directories needs, then please use the “Contact US” section to get in touch.

 

 

To Submit Or Not To Submit: When is the right time to push for a ranking?

As a certain Danish prince knows all too well, indecision can be a killer. You may feel your practice has all the ingredients for a ranking, but there might be a nagging doubt keeping you from committing those precious hours to pull together a submission. After all, there’s nothing more frustrating than putting all that time and effort into the directories submission process only to result in no ranking and much soul searching. Helpfully there is some groundwork that can be done before drafting a submission. Below are some tips to consider when mulling over whether to submit.

Reading last year’s rankings

This may seem obvious, but looking at last year’s rankings – not just at which firms/individuals were ranked, but also at what was written about the ranked firms – can be a useful starting point when assessing your practice’s prospects for a ranking. Compare and contrast your practice’s work and team with the ranked firms – does that work match up in terms of scope, scale and complexity? If the answer is yes, then it would most likely be worth submitting.

Do you regularly see ranked firms on the other side of matters? Not only is that a good indication that you should be submitting for this area, researchers will also take this into account, so make sure you’re highlighting the point in your submissions.

The definition conundrum

Figuring out what work does and doesn’t fall within the scope of the relevant practice area can be a challenging one, particularly as these can differ in some subtle and not-so-subtle ways between the various directories. Codified definitions are a helpful starting point where available (Chambers and Partners provides practice area definitions on its website here), but those are not always available or as clear as they could be. When in doubt (and where an examination of last year’s rankings as above doesn’t clarify the situation), it’s always worth reaching out to the directory directly. The relevant editor will be able to provide specific advice on what type of work should be covered in a submission and what should be omitted.

Why is it important to lock this down before you start pulling together a submission? On the practice’s side, there’s nothing more frustrating than going through the process of gathering your strongest work highlights only to be told that many of those matters don’t fall within the scope of the relevant practice area. From the perspective of the researcher, having to sift through a submission full of extraneous information can be equally irksome – researchers have to review large volumes of data in pretty tight timeframes, so providing clear, concise and relevant information will be greatly appreciated.

It’s a marathon, not a sprint – the importance of demonstrating track record

The directories place a fairly heavy emphasis on a practice’s track record, particularly when looking at possible new entrants to the rankings. That’s great if you have a well-established practice – highlighting the practice’s past work highlights will help to illustrate that track record – but what if the practice is a nascent one? You have a couple of options: wait until the practice has some time and experience under its belt before submitting, or putting in a submission straight out of the gate. The former might seem more sensible than the latter, however putting in a submission early on into the practice’s lifespan – even if the prospects of a ranking off the back of that submission might be slim – could help to lay a foundation on which to build in subsequent submissions. Researchers will take notice if you can point to past submissions as a demonstration of the practice’s growth trajectory and track record of work, so think of a submission as an investment into a future ranking in that instance.

Learning from past attempts

As strange as it may sound, one of the benefits of submitting and failing to get a ranking is the ability to ask for feedback on how your submission failed to meet the criteria for entry. This will enable you to address those points in future submissions and strengthen the prospects of attaining a ranking. The initial disappointment of failing to achieve a ranking can be mitigated by the knowledge that you have access to data that can help you refine and improve your messaging going forward.

The Legal 500 will provide detailed feedback on request while Chambers and Partners will provide limited feedback, however detailed insight can be purchased through their Chambers Unpublished product which, while expensive, can be a worthwhile investment on a selective basis. If opting to go this route, the best approach would be to target core practice areas.

Although these tips have largely focused on submissions for areas where a practice has previously not been ranked, this also applies for ranked practices that want feedback on how to improve their rankings. In addition to doing the above, reviewing what the directories wrote about your practice can provide some additional insight. Some of the things to look out for include the following: Lack of feedback (indicates that your referees were unresponsive or failed to provide substantive feedback); unimpressive work highlight information (may suggest that more work needs to be done to improve the quality/detail of the work highlights supplied in the submission); a narrow focus on one aspect of the practice (may indicate that more work needs to be done to substantiate your work highlight information with evidence).

There will always be an element of jumping into the unknown when it comes to submitting to the directories for the first time/submitting for a new practice area, but incorporating the tips above will help to manage expectations and provide the best possible case for making a submission.

My name is Alex Boyes and I am one of the directors at SavageNash Legal Communications. I’m a former editor at The Legal 500 and also worked at a large international law firm. Together, SavageNash Legal Communications has over 40 years’ directories-related experience, from both sides of the directories process. If you’d like more guidance on making submissions to Chambers or The Legal 500 in the next cycle, please do get in touch via our website or on LinkedIn.

The NFL and Directories – The Stretch

They say don’t combine business with pleasure. Sage advice. I’m going to ignore it.

You see, The Legal 500 EMEA deadline is here and so is the NFL Preseason. And there are only three more Sundays until the next Chambers USA and Europe deadlines. Yup, you guessed it: only three more Sundays until the NFL Regular Season.

Anyone who’s spent enough time in my company will know I’ve spent a long time working in directories and even longer loving American football. There are more links between these things than you can possibly imagine.

So, in a sequence of tenuous segues and comparators, I mash up some powerful lessons for legal directories out of the magic of the NFL. If you feel the need to look away, do so now! Law firms can end up saying the same things as other law firms, much in the way that NFL teams copy what works and often run the same offense (US spelling for this as it seems wrong to use UK spelling in this context!). So be the Ravens, not the Lions. But be Juju, not Antonio.

Bonus points if you figured out who Philip Rivers thinks is wide open in the picture above.

Lesson 1) The Longest Yard. No, not the film. I mean Kevin Dyson catching a pass from the late, lamented Steve McNair (RIP) and straining every sinew to get the ball across the line on the final play of Super Bowl XXXIV but being held one yard short by the iron grip of Mike Jones. One of the best Super Bowls ever played. And simultaneously the worst, if you’re a Titans fan. It was also the last and only time the Titans made the Big Dance. But there’s always next year. Or this year!

Translation: Don’t let last year’s ranking disappointment, erm, disappoint you. Just like an NFL team with $177 million for player salaries this year, keep trucking for the next cycle. Persistence pays off because the directories want to see consistent performance over time. Learn from the errors of last year with honest self-analysis: what’s new? What’s different? What did the directories tell us? What didn’t the directories tell us? What does the writeup reveal? Modify the messages for this year to show what you do outstandingly well, not just an everyone-says-it list of what you can do. If your client referees didn’t respond, change the list for this year and communicate to them how quick and painless it is for them but how important it is to you. Promise them a year off from being a referee if they reply!

Lesson 2) Moving on. You might be Mike McCarthy but, now that you’ve moved on, you’re still Mike McCarthy and you still need a job. When you get a job, you still won’t have Aaron Rodgers; even worse, you’ve been replaced by a young offensive mind who was such an offensive genius that it took him nigh on half a season to work out THAT DERRICK HENRY IS A BEAST and you could, you know, hand him the ball once in a while and things might go better. Life isn’t fair, Mike McCarthy. When you’re Andy Reid, meanwhile, you have a big name and an emerging superstar. But you didn’t win a Super Bowl at your last place of employment (the one which won a Super Bowl without you just after you left) and now your current team just looked like world beaters until being ground into the dust just short of the aforementioned Big Dance. So, what does this season hold for you?

Translation: It’s common for big-name lawyers and teams of lawyers to expect the directories to transpose a prior ranking of the person or practice from one law firm to another. But it doesn’t always work out that way and the benefit of the move needs to be outlined and evidenced. Here are steps you can take to improve the chances that it does: (1) make sure the move is brought to the attention of the researcher prominently, and update the researcher if the move happens during the research period; (2) substantiate the person’s move by showcasing which clients or pieces of work have moved over to the new practice – the directories want to see that the lawyer/team is still in demand and clients following is a sure sign. If the move occurred in a tricky period – just before the submission deadline or after research ended – then update the researcher as you go along. A deadline that is in September, for example, might not finish research until 1-3 months later, so use that period to gather some new work highlights for the new arrival and provide them to the researcher during the research period. (3) Make sure to provide client referees to support the lawyer or team. Lastly, (4) be patient. If the move happened soon before research, then it might take a year for enough clients to move across for you to be able to make the convincing argument for the team or lawyer to be ranked higher. If, like Andy Reid, you have a rising star in your team (of counsel, senior associate, young partner), make sure to flag it up to the directories and substantiate their case for recognition. This is going to help the individual but it’s also going to help show the team’s depth of talent. Let’s assume you can’t put them on an NFL field for a critical no-look pass, so let’s just settle for evidencing the work they’ve been involved in and making sure some of the client referees can speak about them.

Lesson 3) The Stretch. Stretching is important. Keeps those hamstrings loose. Winning down the stretch is important, otherwise your 6-2 start turns into a 9-7 limp backwards into the Playoffs and a first-round loss. Jeff Fisher is Bill Belichick is a stretch. Tom Brady* is the most successful quarterback in NFL history. Blake Bortles is not. To take the decision to pay Blake Bortles vast sums in an effort to persuade yourselves and the public that he will lead the path to greatness would be a stretch. Oh. Wait. You did what?

Translation: Don’t pad the unpaddable. I’m talking arguments in favour of a law firm’s practice here, not shoulder pads. It is an unadorned truth that most good to excellent law firm practices in any area of the law could (and usually do) say in their directory submissions that they can do everything. The issue is that any researcher will be presented with anything from high dozens to 150 submissions saying much the same during one reporting period (across one jurisdiction or multiple practice areas), thus said similar messages from many sources blur into one. So, dial in on what the practice has done exceptionally well (a) traditionally and (b) recently and make those the focus. Aside from a brief acknowledgement of the practice’s comprehensive scope, focus opening arguments on the points of difference. When set against a field of a dozen or so law firms with similar scope and presenting high-calibre work, it’s the sophisticated, difficult, innovative and/or just downright biggest ever which make the difference. Placement of the most impactful (precedent-setting or first of a kind / largest) deals and cases high up the running order is a crucial part of that because researchers wade through thousands of examples of work. State the difference-making nature of the matter explicitly, rather than leaving it implicit on the assumption that it speaks for itself. Often, it doesn’t.

*Note to Pats fans: I said most successful. Note to 49ers fans: I said most successful.

Lesson 4) Ringing the Bell. The NFL has come a long way in terms of health safeguards since the issue of concussion arose. Many other sports have now followed suit with concussion protocol tests for players suspected of being injured in this way. Helmets are more loose-fitting. Team-mates and opponents no longer “ring the bell”. Certain types of tackles and techniques have been outlawed from the game or become obsolete. The demise of the XFL rather proved that spear tackles are gone for good. After one of the biggest crises the game has endured, the NFL has been upfront about how it is working to make things better.

Translation: In the same forward-looking spirit, it is worth considering your law firm’s statistics and initiatives for diversity, inclusion and wellbeing. These are subjects which have come up regularly in questions over the past year or so as both Chambers and The Legal 500 begin to explore these issues more fully, and to champion mental health and wellbeing in the law. It’s pretty likely that in the foreseeably near future one or other of the major directories will request D&I and wellbeing information in its submission processes; some processes for certain awards and national directories already request it. If one major directory does so, the other is sure to follow suit. Your law firm might be hesitant to release such information, for fear of looking bad. But the law firms which accept they have work to do and show the improvements and efforts they are making will earn some measure of credit for doing so. I would expect a minority of law firms to provide such information in the first year it is requested, but then more to follow the next year as many law firms realise their situation is comparable with or better than some of their peer law firms. So, why not be forward-thinking to collate and voluntarily supply information on these statistics and initiatives in your next round of submissions before you’re requested to provide it? You can only affect the conversation by being in it.

Lesson 5) Trust the process. Do. Your. Job. You might not like the Pats, but you have to acknowledge (genuine) greatness when you see it. A dominant franchise and the sport’s best coach combined with its most successful quarterback* and a rolling cast of important contributors from great to small. Imitations abound. Famously working to the maxim: Do Your Job. Trusting the process – that if you do yours, your teammates will do theirs.

Translation: Directories season is a grind for each practice but it’s essential to do it right if you want results. Claims need to be substantiated and you must have fresh examples of relevant work and client referees to push the case for a practice or its lawyers. If one aspect of information or another is missing, little by little it diminishes the chances of the whole submission. Be clear and explicit about every positive, difference-making point. Advance the arguments you made last year to show progress since. If you show the researcher strong arguments and supporting evidence, then follow best practice guidelines on selecting client referees and encouraging them to reply, you can trust the directories process to achieve results for you with consistent participation.

*Note to Pats fans: I said most successful. Note to 49ers fans: I said most successful.

To put my money where my mouth is, the first US law firm wanting help drafting or editing a Chambers or Legal 500 sports law submission will get that help for free. Unless they work for the Colts.

Pretty sure peeps stopped reading a while back but, in case you’re still with me, this is the end of the article. You’ve done well. Here are some random wishes for the upcoming NFL season: Marcus Mariota plays every game. Derrick Henry plays every game. Kevin Byard plays every game. Taylor Lewan plays every game (after his suspension!). Titans win a game against the Colts (yay!). Titans go deep in the Playoffs. Browns make the Playoffs. The NFL ditches the pass interference review.

#TitanUp

About the author: my name is Mike Nash and I’m one of three specialist directories consultants at SavageNash Legal Communications, all of whom are senior former directories editors and collectively have 40 years’ experience of legal directories; two of us worked in-house in marketing & communications at international law firms. If you’d like to know more about how we could help your law firm with your directories needs, then please look around our website, use it to contact us directly or contact me via LinkedIn.

About the article: This is a SavageNash website version of an identical article uploaded simultaneously on LinkedIn.

Toothpaste and Directories

The other day, after forgetting to buy toothpaste, I was faced with a choice of which of two second-choice toothpastes to use up since my first choice wasn’t an option! (Bear with me.) In addition to mulling the prospect of sucking it up and forcing my way through some spearmint-flavoured toothbrushing, the conundrum took me back to my first-job-after-university days researching the pharmaceuticals and personal care market (exciting times!). How Arm & Hammer came out with a new toothpaste that repaired teeth. And how its advantage was wiped out the moment the patent expired.

Since directories season never really ends, sadly this train of thought led me to the epiphany of the link between new toothpastes and legal directory rankings: if you have a new product to sell, you have a temporary advantage. And just so if your legal practice has a new story to tell but it won’t take long for that advantage to vanish.

With that in mind, and with submissions from Asia to Europe and the USA upcoming, here are some top tips on how to change up the information in order keep your next submission fresh (definitely peppermint, not spearmint fresh!):

1. If you reported on some new team hires last year, then this time round make sure to showcase how those hires have bedded in by exemplifying their new work and the transitioning of their clients into the practice.

2. By all means, do include some ongoing examples of work that were submitted last year – it’s a common and reasonable thing to do – but be sure to update the matter in order to describe the significant progress of the deal or case since last year.

3. Not all years are created equal – take a fresh look at the lawyers you want to nominate as candidates for ranking. Some members are so central to the practice that they will merit nomination every year, but there will be lawyers who had a strong year last year, unfortunately didn’t get ranked and have since had a quiet year for one reason or another; unless it’s a strategic priority to have that person nominated, this quiet year for them may well indicate that it’s time to promote the case for a different lawyer this year, i.e. a lawyer who has made an impact of their own with a strong body of industry-affecting or cutting-edge mandates. This type of consideration of year-to-year strength of case is especially important for large teams where you may have numerous lawyers who are viable candidates for recognition.

4. Last year, you may have reported on some trends affecting an industry or practice area. Maybe some of those trends never turned into work for the practice – after all, it’s the law not fortune-telling – but make sure to flag up any trends that did come to fruition by following up that line of argument and exemplifying relevant work which has resulted.

5. When submitting your referees, it’s always a good idea to review whether to change the list compared with the previous year. Some of your best clients will be happy to promote the cause year after year but this won’t be the case for every client, particularly if the lawyers haven’t done much for them in the past 12 months. Keeping an eye on this not only avoids overburdening clients with repeated requests but it helps to avoid a client’s comments becoming stale and/or a client saying they haven’t used the firm much this year, which might be an incidental slowdown in a long-term client relationship but may come across to the researcher as an implicit negative.

If you have any questions about how SavageNash could help your law firm with its directories needs, please go ahead and contact us via our website – or email me directly. We look forward to hearing from you.

The Legal 500 US 2019 Launch – Changes to the feedback process and what to do if your firm isn’t ranked

The latest edition of The Legal 500 US is due to launch in May – the 29th, to be precise. For many of you, the release of the 2019 rankings will mark the culmination of an intensive process involving pulling together all the information necessary to make the best possible case for your firm’s ranking, and ensuring you put forward the right referees to maximise the feedback they provide on the relevant practice and its key lawyers. Seeing your firm appropriately ranked can make all the hard work and time invested in the process worthwhile; conversely, the disappointment of failing to achieve a ranking can lead to questions over whether it was all worth the effort.

Many firms will review the rankings, digest the results, and put them to one side until the research cycle rolls back around and the next submission deadlines loom. However, doing so means you are missing out on the possibility of obtaining some useful feedback direct from the editor’s mouth which can often provide some useful insight into which areas should be addressed when pulling together the next submission.

How to ask for feedback on the rankings

So, you’ve decided you want to reach out to The Legal 500 to ask for feedback on your rankings – how do you go about doing this? The Legal 500 has changed the process by which firms request feedback – instead of emailing editorial@legal500.com (which was the previous method), firms must now fill out a form which can be found at http://www.legal500.com/assets/pages/faqs. Clicking on the Rankings tab on the page will bring up a second set of options – clicking the tab titled “We are not happy with our rankings /lack of ranking, and would like information on how the rankings were calculated” will bring up a form to fill out.

Fill out the form and click the Submit Query button. Your query will then be stored in The Legal 500’s database to be addressed by the relevant editor. It’s worth bearing in mind that The Legal 500 receives a large volume of queries immediately following launch of the guide – typically queries are answered in chronological order of receipt, so it’s unlikely that you’ll hear back from the editor immediately. Don’t despair – The Legal 500 does make a point of answering all queries received. Bearing in mind the following tips will help to speed up the process and improve the quality of the feedback you receive.

Optimising your feedback request for maximum impact

As noted above, The Legal 500 receives a large volume of queries from firms. As with the submission process, being as focused as possible and clearly specifying what you are asking for feedback on and why will mean that the editor will be able to quickly ascertain why this request is being made and provide feedback that addresses that specific point. A generic email asking for feedback on all the firm’s rankings/submissions will most likely result in a perfunctory response from the editor. Here are some things to focus on when putting together your query:

1) Focus on specific practice areas– Make sure to request feedback on practice areas where you feel there is a genuine question as to the reason for the ranking/lack of inclusion. Look at the accompanying editorial for the relevant section and consider the following:

  • How does your work stack up to the work described by ranked firms? If you are working on the same matters as those listed in the editorials of firms in Tier 1, but you are in a lower Tier/haven’t been ranked, then it’s worth querying the result and asking for feedback on where your submission fell down compared to those firms.
  • Are there any quotes cited in your editorial? If the answer is no, then it’s likely that the researchers failed to receive feedback from your referees. Although referee feedback is secondary to the work evidence and track record in The Legal 500’s ranking methodology, referee feedback can tip the balance in making the case for a firm’s promotion or not, particularly where the work evidence and track records of firms are comparable.
  • How does the size of your team compare to that of ranked firms? While this is a secondary factor, this may be taken into consideration when a researcher is considering including a firm for the first time. The editorial can often provide insight into the team size of ranked firms.

2) Provide fact-based evidence to support your query– If you feel that the firm’s submission provided a strong argument for a new ranking/promotion in the rankings, then providing a fact-based analysis of the areas in the submission that support that assertion will enable the editor to review those facts and respond accordingly. Be as constructive as possible when making your case – assertions that cannot be backed up by evidence will make the case less compelling in the editor’s eyes.

3) Ask for feedback on how the firm can improve their participation in the research process– The editor will be able to provide feedback on the referee feedback response rate, as well as raise any issues as to gaps in information that could be addressed in subsequent research cycles either by honing the messaging in your submission or by ensuring you have an interview with the researcher.

Best of luck to all of you, and remember – make sure to reach out to The Legal 500 post launch to make sure you’re getting the most out of the process.

My name is Alex Boyes and I am one of the directors at SavageNash Legal Communications. I’m a former editor at The Legal 500 and also worked at a large international law firm. Together, SavageNash Legal Communications has over 30 years’ directories-related experience, from both sides of the directories process. If you’d like more guidance on making submissions to Chambers or The Legal 500 in the next cycle, please do get in touch via our website.

The Legal 500’s Conversion Tool – What You Need To Know

The Legal 500 has relaunched its ConvertNow service, which was originally launched in 2018 with the aim of streamlining the submission process by enabling law firms to transfer data from a Chambers and Partners submission template into The Legal 500′s submission template. According to David Burgess, Publishing Director for The Legal 500 Series, the tool has been updated to take into account feedback in relation to the previous iteration of the tool, addressing the issues that arose for some firms when using the tool and taking into account revisions made to The Legal 500‘s submission template. Here is what we learnt from The Legal 500‘s announcement concerning ConvertNow 2.0:

ConvertNow 2.0 will transfer the bulk of data from a Chambers submission template into The Legal 500 template 

While there are some key pieces of content that is asked for in the Chambers template which The Legal 500 does not ask for (and vice versa), both templates request the same or similar information concerning the team, individuals and work highlights. According to The Legal 500‘s beta testing results, ConvertNow 2.0 will transfer 80-90% of that common information across from the Chambers template. This should result in less BD/marketing resource spent copying and pasting information between templates, meaning more time to fine-tune key messaging.

ConvertNow 2.0 will not transfer all information from a Chambers submission template 

The conversion tool will not transfer information regarding ranked or unranked lawyers across to The Legal 500‘s submission template. Both Chambers and The Legal 500 ask for information regarding lawyers that firms consider eligible for an individual ranking. The parameters of how each directory structures those rankings are quite different: Chambers features tiered rankings for lawyers, as well as rankings for up-and-coming individuals and star associates, whereas The Legal 500 breaks down its individual rankings into Leading, Next Generation and Rising Stars categories. This will mean that information regarding leading lawyers will have to be manually transferred to the relevant template.

The submission will require amendments to optimise information for Legal 500 ranking purposes 

While the tool will transfer information across, that information will still have to be amended and updated so that it covers The Legal 500‘s research requirements. This means ensuring that the information in the submission is tailored, any gaps in information are identified and addressed, and that the document is formatted to conform to the directory’s terminology. The Legal 500 produces a set of guidelines to assist firms with putting together a submission, which can be found at their website.

ConvertNow 2.0 will transfer information from The Legal 500‘s submission template to a Chambers template 

According to The Legal 500, the transfer system should work both ways, enabling firms to move information across from either directories template with minimal hassle.

Things to look out for 

Law firms looking to make use of the ConvertNow tool should beware of formatting issues which could create issues with the transfer process. The Legal 500 has identified problems with images or attachments, which will not transfer across and could hamper the conversion process. In addition, embedded hyperlinks will not transfer across. While this is a revised version of the software, you may still encounter issues with the process, so save early and save often.

Who is eligible to use ConvertNow 2.0?

The Legal 500 has made the ConvertNow tool available to law firms that have taken out a commercial profile with the company. For those firms that have a commercial profile, use of the tool will be limited to the jurisdiction for which the law firm has a profile, meaning it won’t be transferrable across all jurisdictions unless the firm’s profile covers all jurisdictions.

My name is Alex Boyes and I am one of the directors at SavageNash Legal Communications. I’m a former editor at The Legal 500 and also worked at a large international law firm. Together, SavageNash Legal Communications has over 30 years’ directories-related experience, from both sides of the directories process. If you’d like more guidance on making submissions to Chambers or The Legal 500 in the next cycle, please do get in touch via our website.

The Legal 500’s Way of the Future

In case you missed it, The Legal 500’s beta test of its new submission form process is over and the process became final with the announcement of the new research guidelines for The Legal 500 Deutschland and Asia Pacific editions. Hopefully that’s “final” in a way that still leaves room for positive tweaks as it runs through the experiences of practical application.

Beta testing wasn’t smooth but the positive thing was that there was a beta test. That process – carried out during the UK edition’s submission process – enabled law firms to feed back their views and resulted in numerous positive amendments. Is this system perfected now? Honestly, no. But it’s a step in the right direction.

So, now that the format has been “finalised”, here are the key takeaways for the time being:

The magic number – The upside: Keen observers will have noted that the finalised submission form document expressly allows for up to 20 detailed work highlights. This is a major break from the past, where The Legal 500 had previously asked for 10 matters plus an appendix of brief notes on other matters. / The downside: The multitudinous boxes in the work highlight layout substantially slows down the process of recording each work highlight.

Online upload – The upside: This enables you to confirm that you’ve successfully uploaded your referees and submissions in a way that you were never quite sure about with the old manual email submission process. / The downside: A lack of layered permissions (for all the potential contributors to submissions) potentially means the document needs to be finalised offline and/or replaced in full, depending on what can be disclosed internally and to ensure that someone maintains final oversight / control of the process.

The form itself – The upside: The formatting issues have been fixed and the excess of boxed-out segments substantially reduced. For the most part, the segments come with very clear instructions. / The downside: The form remains rather too “boxy” – for example, neither law firms nor researchers need five segments and a select-from-this dropdown menu to report a single deal value where one blank space will suffice. Those excess boxes reduce efficiency for law firms faced with dozens or hundreds of these to draft. Hopefully this is something The Legal 500 will be open to looking at as this aspect costs law firms more time than it needs to.

Preparation of submissions – The submission form can be filled in online or, alternatively, a form can be downloaded for completion and circulation of drafts before being uploaded later.

Repurposing of data: A form segmented so much clearly has potential to assist with farming of data for repurposing the (publishable) material into other data-driven results or products. Going forward, that may allow for more data-driven content to accompany current editorial, allowing more of the content of a submission to be used in reflecting each ranked law firm’s achievements. It will also feed into products such as Who Represents Who.

All in all, law firms are strongly advised to familiarise themselves with the new process in advance of their next submission cycle getting underway, so as to avoid surprises. The Legal 500’s guidance on the new process can be found here: New Legal 500 Submission Process

 

The Legal 500’s New Online Submissions Process

After pondering The Legal 500’s messages in its presentation yesterday about its plan to introduce online submissions and for the publication to move to a wholly digital platform (i.e. no more heavy books – get your editor-signed collector’s copy now!), here are key points of note and some views on the subject:

  • There will be no more print editions of The Legal 500, beginning with the online-only launch of the upcoming EMEA edition (to be published in April 2018).
    • The publisher has been moving in this direction for some time, with the launch of online-only Canada and Caribbean editions, plus last year’s launch of enhanced online content for the expanded UK edition. It saves trees, recognises that online is the main modern form of the guide’s usage, and allows very substantial print and distribution costs to be reinvested in better technology and more researchers.
  • The Legal 500 will use volunteer law firms to help beta test its online submission process during the UK research (submissions in February and March 2018). Law firms wishing to be involved in the beta test can participate with some or all of their submissions and should volunteer by email to submissions@legal500.com.
    • UK law firms not wishing to participate in the beta test may continue to submit in the usual way for this year’s UK edition.
    • Encouragingly, the beta test genuinely will be used to identify usage issues and modify either process or format to fit the way in which firms need or want to use the documents.
    • A dedicated submission form is being developed for the UK Bar, to take account of the variations of the types of information needed there.
  • After the UK beta test, the online submission process will be refined and finalised, then rolled out as a compulsory process across all The Legal 500 directories.
  • Client reference process will be essentially unchanged, except law firms will have the chance to update their lists online.
  • Law firms will be given a log-in to an online upload screen which, though the layout is different, has similar functions to the one offered by Chambers (on first view, The Legal 500 version seems to be cleaner and less fiddly).
    • All archived submissions from the firm will be available – a useful facility for firms in the event that the key point person leaves the firm and incoming staff need access to older records.
    • Staff from a law firm will be able to work on multiple documents at once under one log-in platform (probably with one password / log-in per firm), although only one person working on each document at any given time.
  • Crucially – and contrary to some rumours beginning to circulate – law firms will have the option to fill in an online submission template, or to download and complete a Word version of the online submission form, so that it can be circulated internally as with previous submissions (or Chambers submissions) and then that document uploaded. The downloadable submission form can be viewed and accessed here: https://submissions.legal500.com/wp-login.php
  • I and other invitees were given the opportunity to see and comment on the draft online submission form yesterday. The Legal 500 was receptive to suggestions and the submission form will include clear instructions on what is sought in each particular section, with some suggested modifications accepted during yesterday’s Q&A, and so further clarifications may be made following beta testing. Click-button options will allow for the clear labelling of confidential content.
  • The form has been designed – and will be modified – to minimise the hassle of translating submissions between those required by the various major directories, so should have relatively easy facility to continue to modify Chambers submissions to The Legal 500 or vice versa, for example.
  • The new form necessarily steps back from the old free-form style previously invited by The Legal 500, but will still be recognisable to law firms in terms of the information sought. The Legal 500 still wants the same information in a similar style as it previously suggested, but the format is simply regimented to fit within what are readily understandable set fields.
  • As noted in my previous post on the subject, the online submission format also will do away with the danger of submissions going astray by email and law firms will be able to go to their summary page online platform after logging in and see exactly what has been submitted or not.
    • Importantly, it will be possible to update and replace submitted materials until a certain cut-off point (likely when research begins), at which point documents will be locked in to avoid researchers inadvertently working with outdated materials.
    • Later updates, such as to reflect partner moves or deal completions late in the research process, will continue to be accepted by email.
  • The new online format will make the data immediately searchable by the researchers and editors, allowing – for example – a deal spanning four countries to be pulled up and any submissions with related material brought up and searchable.
  • The Legal 500 also envisages that the planned redevelopment of The Legal 500 website on a new platform – still in concept stage at this point – will also leverage the searchability of the online submission form to make available to website visitors some of the publishable content, such as lists of clients, experience in jurisdictions or certain industries, through a much-enhanced search function. This point has been developed and planned after extensive discussion with the GC community that forms the bulk of the product’s readership. Thus, a GC in the pharmaceuticals industry, for example, may in future be able to run a search in order to map out and identify candidate law firms with experience in pharma in CEE or Southeast Asia.

In summary, the new process inevitably will cause concerns or teething problems for some firms (dependent on their internal processes) but the good news is that there is the beta test to iron out those issues, rather than a sweeping introduction of a model that had no prior road testing. The issues that might occur do not appear to be insurmountable and there are many good reasons to support the introduction of this form. The new online submission and its downloadable cousin are very similar in spirit to the material previously requested by The Legal 500 and simply apply a set layout to that. Though some conversion will be required between submissions of one directory and another, the pain of it looks to be limited.

The potential value of the envisaged future redevelopment of the website and the use of advanced search functions for GCs to get to information that could never have been made available in the past under the physical constraints of a print format is exciting and really should help to draw out the attributes and experiences of law firms. Let’s hope that comes along in the near future.

If you would like any advice on any of the above, or any other legal directory, publishing or awards issues, please do feel free to contact me (mike@savagecomms.com) or Nigel Savage (nigel@savagecomms.com).

The Legal 500 Set to Change to Online Submission Uploads

The Legal 500 has announced significant but sensible changes that will see it introduce online upload of submissions and referees as the basis of its submission process.

Key points are as follows:

Going forward, submissions and referee spreadsheets will be uploaded online – the move to online upload and automated filing is great news for law firms and barristers’ sets. It will improve efficiency by ensuring no submission ever goes astray and firms will immediately know whether upload has been successful. It also will make the documents more accessible for researchers to use and for publishable information to be made available to readers of the www.legal500.com website. Publishing director David Burgess announced that the content of submissions will be unchanged, so law firms should not worry about an added burden of work hours in their submission processes.

Redesigned and more accessible new website in development – the move to the digital platform for uploading research data is being made as part of a wider development process which will also see the introduction, in due course, of a more accessible and redesigned website with more coverage of what law firms and sets can do.

Law firms can get involved – to its credit, The Legal 500 will be looking to work in partnership with law firms to ensure that the new digital approach and enhanced information reflects what readers (potential clients and referral partners) need and want to see. Law firms in the UK will be invited to be a part of the beta testing during research for The Legal 500 UK 2018 (Solicitors), which has deadlines in February and March. See here: http://www.legal500.com/assets/pages/about-us/get-involved.html#deadlines

More details on the planned and proposed changes will be presented by The Legal 500 on Thursday, so stay tuned for further news.

 

IFLR1000 Expands, Adding U.S. State-wide Rankings

 

The next edition of legal directory IFLR1000 will feature considerably expanded coverage of the U.S. market, adding rankings and editorial in all 50 U.S. states and the District of Columbia.

IFLR1000 – Euromoney Institutional Investor’s flagship legal directory, which is now in its 27th year – is unique in that it focuses its research exclusively on the corporate and finance areas. This sets it apart from, for example, the Legal 500 and Chambersguides, which cover the full range of legal services (employment, real estate, life sciences etc.)

IFLR1000‘s expanded editorial will include rankings and editorial in four core practice areas: Banking, Capital Markets, M&A, and Restructuring & Insolvency. However, the depth of the market in each state will determine which areas appear in each state – it’s unlikely that all four practice areas will be covered in all 50 states.

The state-wide rankings will sit alongside the nationwide rankings. As is the case with Chambers, firms are of course able to submit both for the state-wide sections and the nationwide sections (for the time being at least, Legal 500 prefers to adopt the nationwide-only model, and it’s working well for them).

IFLR1000‘s rankings are based on three criteria: quality and quantity of deals, peer feedback, and client feedback.

A few things firms should bear in mind when putting submissions together (this according to IFLR1000‘s press release on the expanded coverage):

  • Deals should be focused on the state in question. They should have been completed primarily by lawyers based in that state, and governed by that state’s laws.
  • Deals involving two of more states can be submitted in each individual state submission.
  • International cross-border deals should be submitted as part of the nationwide research process.
  • Firms can submit deals that have been completed, on or which they have started work on, since January 2017.

Follow these links for more information on how to take part, as well as IFLR1000‘s practice area definitions.

My Take On This

I applaud Euromoney for taking steps to expand and improve its coverage of the world’s biggest legal market. I have felt for a while now that concerted efforts by both Legal 500 and Chambers to hone their research processes and engage fully with corporate counsel have meant those two organizations have pulled far ahead of the competition, in the U.S. and elsewhere. IFLR1000 is, in my view, playing catch-up.

The rankings/legal directory space is becoming more and more crowded, and firms are increasingly reluctant – not to mention unable – to submit to everything. At SavageNash Communications, we’ve come across many large firms who are significantly cutting back on the number of rankings publications they submit to, and instead are selecting a small handful of market leaders on which to focus their efforts.

This is the challenge IFLR1000 will face.

Strong, deep research and compelling editorial coverage are absolutely essential to success of any new directory in this already overcrowded market. I sincerely hope IFLR1000 has significantly expanded its editorial team to handle the large amount of extra research this new venture will require.

As ever, please feel free to get in touch if we can help.

Don’t Howl. Listen.

Staring at the moon. Staring at legal directory rankings. Both likely to induce involuntary howling.

But don’t. Listen instead.

Leaving aside the moon part for the astronomers out there, I’ll focus the rest of this short soliloquy on the subject of new legal directory rankings and how to approach them. It seems like a good time to do so, since Chambers & Partners launched its High Net Worth and Canada guides in the past couple of weeks (here), and The Legal 500 UK 2018 edition went live about 15 hours ago (here).

So, you’re mid mouth opening, ready to scream at the rash of results and the awareness that some folks are going to be less than best pleased. You’re attempting to get your head round the results and how it compares to last year, and related issues such as, “why don’t they show last year’s results to make my job easier?”

Bite your lip, stifle that howl, and do not – under any circumstances – look at the moon. Then take a look at the new rankings. The positions are what they are, but the rankings and the written content, in particular, can tell you a lot.

Leaving aside the obvious need for self-awareness of (a) whether you made a submission for the practice area and (b) whether key lawyers left in the lead-up to (or during) research, here are just some of the things those new results can tell you:

1) Are there any quotes cited by the directory? No? This is a decent sign that your reference outreach efforts weren’t successful. The ideal scenario is that numerous referees reply and say much the same thing, giving researchers a clear trend to follow (and then evidence). Even if responses were limited in number, there’s some value in anecdote. In either situation, researchers will quote client comments (peer comments too, in the case of Chambers). If there are no quotes, then it’s highly likely that very few or no references replied, or – at the very least – that what they said was monosyllabic and unhelpful. This gives point 1 in the list of tips for improving things during next year’s application. (Note to self: find more references to respond!)

2) Are only one or two of your lawyers mentioned? If so, it’s worth looking at whether you supplied enough references or examples of work to support the application of lawyers who were not recommended. This is especially important in the case of Chambers, where you are limited to 20 references – don’t let one star partner hog all the referees but, equally, don’t try to share 20 between 15 lawyers. A good rule of thumb is that 1 in 3 or 4 references will reply. Spam filters and busy workloads will get in the way of the rest of them. So try to have at least 3 or 4 references for each partner you really want to push for a ranking. And give the younger lawyers some airtime with some references of their own (often possible to do where they have worked for a client alongside one of the partners you are putting forward).

3) Did you work on the very same matters as the firms in Tier 1 / Band 1, but you’re in Tier 3 / Band 3? Did you actually tell the directories about those matters? And, even if you did, did you do so on a publishable basis? If not, that’s something to reconsider for next year. Researchers can only work with what is available. Matters not in the public domain can only come to their attention through conversation with the parties involved. While there is always a concern over client confidentiality (especially in some more conservative markets or practice areas), information is the currency of the directories and they need something to go in order to make a best case for your firm. The leading global directories (and the leading local ones) have reputations that are utterly reliant on how they treat confidential information. Breaches are vanishingly rare. Trust them with some of your best examples of work – fully communicating your involvement in a top case or deal, even on a confidential basis, will allow researchers to go away and cross-reference, and often validate the matter. If it can be validated, then you’ll get full credit, just like your Tier 1 / Band 1 rival did.

4) Did the writeup miss a crucial point of the practice? Check if your firm did an interview in the practice area. Was that point mentioned in the submission or the interview? In these situations, often it turns out that it wasn’t. (Note to self: point of emphasis for next year.)

5) Is the write-up bland and lacking incisive coverage of your cutting-edge case? If so, take a look if you pitched the submission at the right level. If the submission reads like an excellent lawyerly article, then it’s too high-level. Some researchers have done legal training or practised, but most have not. Pitch the practice to them in the language of what they are: intelligent layman journalists that will understand complex points when explained clearly. Help them understand how that acronym is actually the most fundamental point of law governing your firm’s practice in this area.

6) Is your firm working for the same clients and on the same matters as your higher-ranked rivals? If so, and these matters are written about in both write-ups, then that is a signal to pose the question to the directory: where did we fall short? How can we provide better evidence? Chambers and The Legal 500 both openly invite queries about the rankings, so take advantage. The answers will give you points to focus on for next year. Sometimes it might provide a useful reality check such as, “yes, you acted on that top matter but all of the Band 1 firms were doing that level of work routinely, whereas this was an exceptional matter for your firm”. In those circumstances, it helps to manage expectations and perhaps even to look at diverting resources to focus on optimising more important submissions next year.

New Practice Area – Foggy Thinking?

Alternative title: “It’s New! Should I Be Excited?!”

Look carefully through new directory guidelines and you will often see that there’s been a change to the coverage – something changed in some way or something is being looked at for the first time, whether that’s a new jurisdiction or a new practice area.

What do you do when you see one (and after you’ve checked if your firm has such a practice)? Here’s some brief advice:
1) Ask the directory in question for a practice area definition (if none has been provided)
2) Correlate your firm’s own practice area definition to the directory’s description
3) Don’t be constrained – assume that a new practice area will be open to some modification, dependent on the research information accrued. That means you have a chance to shape the new practice area coverage – maybe there is something your firm does that is clearly relevant to the area but which is not covered by the directory’s definition
4) Check with the lawyers – ask them for an honest view of whether the practice is deep or expansive enough to compete with leading practices in the area
5) Check the other directory – if one major directory launches a new practice area, check if the other major directory already covers it, or vice versa. The directories tend to obtain similar information and while the minutiae of results may vary, typically the nature of the practices and the bulk of contenders will be similar. If there is existing coverage by one directory, it will give you a sense of the level of opposition
6) If it’s entirely new – if the practice area has not been previously covered by either major directory, it is worth making a submission in the first year because nobody knows the level of the opposition. If you can substantiate your arguments, you have a fair to good chance of a ranking and the chance to establish your track record from the very beginning of the coverage
7) Outline prior track record – consistency of practice is a key judgement, so outline your firm’s prior track record in the area, whether that’s from decades back or examples of work from the year prior to the main time period under review
8) Get an interview early – in a new practice area, the researcher will be feeling their way through the subject. Obtain an interview and get in early, so that your lawyers can help the researcher to understand the subject and to help shape their view. That allows you to help them and, in doing so, to help them see what’s good about your firm’s proposition.

Chambers: How To Request Adding A New Category

A question we’ve been asked a lot over the past few weeks is, “how do we suggest to Chambers that they should add a new ranking table in state X/practice area X?”. As Chambers USA is gearing up for its 2018 research cycle (yes, we can hear the screams of joy/pain from here), it’s a good time to lay out a few guidelines. Please get in touch if you’d like further advice – we’d love to help.

The key things when proposing new categories is that (1) you don’t appear purely self-serving, and (2) you convey how this will be a useful resource for corporate counsel (Chambers‘ primary intended readership). An expansion of those considerations is below – we’ve used a hypothetical Texas Leisure & Hospitality table as an example throughout.

Process: Send a one or two-page proposal (no more than that – as ever, the more concise the better) to the relevant Chambers editor, explaining why the addition of a new category makes sense based on the criteria below.

Timing: Ideally before the research cycle starts, so the editors have time to consider the proposal and work it into their deadlines if they decide to go ahead. Given the current USA research cycle is essentially underway, the sooner the better.

1. Why would CLIENTS find a separate table for Texas Leisure & Hospitality useful?
Note CAPS above: remember that Chambers writes predominantly for corporate counsel, not for law firms. The tables therefore need to be useful for corporate counsel first and foremost.

Things to consider might be – why do clients need specific advice in Texas Leisure & Hospitality? For example, does Texas have a distinct set of regulations surrounding the leisure & hospitality industry that make specializing in that state essential for doing deals there, as opposed to simply having a strong nationwide Leisure & Hospitality practice?

2. Is the Texas Leisure & Hospitality market big enough?
Chambers will be reluctant to add a table where the niche is so small as to be insignificant. Do you have stats that show overall year-on-year deal volumes? The type of clients doing deals in the area?

Your aim should be to show Chambers, “look, here’s this multibillion-dollar industry in this jurisdiction, deals are numerous, complex and sizeable, involving major corporates/banks, and you’re missing it”.

3. Is there a distinct and sizeable group of firms that would comprise this table?
Obviously a firm is unlikely to suggest an additional table in an area where the firm has no chance of being ranked. But Chambers will take a dim view of a firm that says, “we think you should add a new Texas Leisure & Hospitality category – oh, and by the way, we are basically the only law firm that operates in this space – we’re so great that nobody else gets a look-in”. That’s not going to get you anywhere.

You need to prove, ideally through hard evidence (league tables could be one obvious way, though there are many more), that there’s a group of firms – I’d suggest at least 5 – competing for a significant amount of high-end work, who are all known as leaders in the area among clients, who all have partner-level expertise based in that jurisdiction, who all represent major players in the market, and who all play lead roles on major matters each year.

4. Consider a joint proposal
The most effective way of not being self-serving is to do a joint proposal with other firms in the market that might have a stake in this table. Even better, team up with amenable corporate counsel who can reinforce the message to Chambers that Texas Leisure & Hospitality is a notable omission from Chambers‘ coverage that should be rectified.

If there are a couple of specialist firms who ONLY do this type of work and who are therefore missing out on the chance of a Chambers ranking altogether (because of a lack of an appropriate table), think about approaching them too. More ranked firms theoretically means more potential sales targets for Chambers, so you’re appealing to the business case too (call me cynical, but it’s still a valid consideration I think).

Legal 500 EMEA 2018: Deadlines, Guidelines Now Available + Editor Insights

Attention all European, Middle East and Africa law firms: The Legal 500 has just published its 2018 edition submission deadlines, which can be accessed here. The key dates for your diary are as follows:

  • Referee spreadsheet deadline: 4 August 2017
  • Editorial submission deadline: 14 August 2017
  • Law firm interview period begins: 4 September 2017
  • Contacting referees: during September (precise date to be determined by number of referees received to contact – law firms will be informed one week before we contact referees)

There are big changes afoot editorially at The Legal 500, which we reported earlier today (please see here). We caught up with EMEA Editor Ella Marshall to discuss changes affecting the upcoming EMEA edition.

Are the changes to the editorial coverage of the UK guide being replicated in EMEA also?

We’re expanding content in the same way as the UK. Increases will be dictated by the availability of data, but we expect to deliver around three times the content for the largest and/or more sophisticated markets and will provide editorial content for every single firm that is ranked.

ella_marshallThe content will be online only, so the EMEA 2017 edition is, in fact, a collector’s edition!

In terms of new practice areas etc, what should firms look out for this year?

We are continuing our ongoing expansion of our Africa coverage to reflect demand from website users: this year, we’re adding Botswana, Senegal and Uganda to our coverage.

There are no Regional Summary sections this year (i.e. none for CEE, Africa or Middle East) because we’re now covering more markets and more practice areas in those markets than we were 3 years ago when we introduced the summaries as a catch-all.

We have also added English Bar: DIFC (Dubai International Finance Center) to the coverage this year as part of the UAE coverage to reflect the growing trend of work arising in the free zone.

The expansion of the word count has also enabled us to add practice areas to cover gaps in other markets, particularly with the introduction of more coverage of competition law, employment law and corporate/white-collar criminal law and compliance.

Law firms are strongly advised to check the list of practice areas carefully and not assume that the practice areas are the same as last year – there may have been additions or other amendments. We change the coverage every year to cater to market demand. New practice areas are marked as “NEW” or “RENAMED” or other appropriate indicators.

Legal 500 London research – editor insights

The Legal 500’s UK research process is now underway in London. We caught up with Legal 500 UK editor Alex Boyes for a quick run-down of what’s new for this year in London. Most notable among these being significantly expanded editorial coverage of all ranked firms. Alex also provides a reminder of key things firms should be doing to ensure their references respond to Legal 500’s researchers.

The Legal 500 London research is about to begin, with the regional research having concluded. Is the London content also being expanded this year, and what is the rationale behind the change?

Yes, that’s correct. This year, we’re undertaking a large-scale expansion of our UK Solicitors editorial content. The aim of this expansion is to enable researchers to utilise the significant amount of information obtained through the submission/interview process more effectively, conveying more of the key strengths of a practice and highlighting the success stories of that year.

In previous years, researchers have had to boil down sizeable chunks of data into very small editorial descriptions of firms and their practices, primarily due to the constraints of producing hard copies. In many instances, firms in the bottom tiers of our tables received no editorial at all. This will no longer be the case – all ranked firms will now receive editorial. We will still be publishing a print version this year, however our website will feature significantly expanded content, which in turn should enable our readers to make more informed buying decisions.

alexander_boyes

Are there any other significant changes to be aware of?

We’ve introduced some new sections this year, under our Risk Advisory category. Our Brexit section will highlight firms that are devising solutions to the myriad issues arising from our impending exit from the EU, whether working at a public policy level to shape the government’s strategy for Brexit, or assisting private clients with managing operational risk as a result of Brexit. Our Corporate Governance section will cover work carried out by firms that relates to the system of rules, practices and process by which a company is directed and controlled, and by which are balanced the interests of a company’s stakeholders, including its shareholders, management, consumers, suppliers, financiers, government. The section will also cover advisory work relating to UK and international governance regulations. Lastly, this area will also cover advisory work on the operations of executive boards, D&O responsibilities and shareholder relations, as well as internal investigations of wrongdoing.

We are also introducing a new TMT section for Fintech, which will cover work for start-up firms in this space, as well as advice to investors into the firms, whether through VC funds or financial institutions themselves through their incubator programmes. Work covered includes advice on corporate structuring/contractual agreements with procurers of these services, to related IP, financial services regulatory and disputes.

We know submissions are in already, but what are some of the key things law firms could and should be doing at this stage of the process, that they tend to forget?

Firstly, don’t be afraid to reach out to the researchers with updates to the submission. Keeping us up to speed on new pieces of work or noteworthy additions to the team is always helpful.

Secondly, make sure your referees are looking out for our feedback requests and responding to them. Here’s a breakdown of when we will be reaching out to your referees:

  • Referees received on or by 3rd March will be contacted via email during the week commencing 15th May 2017
  • Referees received between 4th and 17th March will be contacted via email during the week commencing 22nd May 2017

And finally, feel free to reach out to researchers to make sure they have everything they need, or if you would like to arrange an interview. The list of researchers for London can be found here.

Tips To Sharpen Up Your Chambers Submissions: Show, Don’t Tell

We advise a range of blue-chip corporate clients on their big matters

Good for you. But guess what? So do the other 150 firms that are trying to get ranked… way to stand out from the crowd.

Firms include the above sort of statement time and time again when drafting their submissions. I can understand why – marketing teams under time pressures to top-and-tail a practice’s work highlights with some messaging can all too easily fall into the trap of relying on generic “marketing-speak” to flesh out a submission’s content.

Unfortunately, it’s the sort of thing that falls on deaf ears at the directories. It may as well not be there at all.

It’s vital to include information in the submission that shows how your practice and your lawyers stand out from the crowd. What are you really great at? Why do clients come to you, specifically? What makes you a better draw for clients than the other firms in the market? Why is your work worthy of getting you ranked?

These are the messages that should permeate the entire submission – the Overview, the Work Highlights, and the Feedback section. Without this focus on differentiating yourself from your competitor firms, your submissions will end up sounding generic and, dare I say, just a little bit dull.

Every practice is different, and most matters will likely have their own elements that raise them above the norm. However, here are a few quick tips to think about:

The “So What?’ Test: When selecting matters, read each matter description back to yourself and apply the “so-what?” test. If you are left shrugging your shoulders and wondering what’s so special about the matter, explain what makes it interesting. If you can’t, consider whether it might not be strong enough to be included.

What Constitutes Interesting? There are too many potential criteria to list here, but for starters, consider these main ones:

  • A matter that sets a precedent, sets a template for future matters, or will be of widespread application;
  • The first time a deal has been done in a certain jurisdiction, or involving clients from a certain jurisdiction;
  • A matter that demonstrates legal innovation;
  • The first time a deal has been done in a new regulatory environment;
  • A matter that was of supreme importance to your client; and
  • A matter that reflects a notable market trend.

And, of course, don’t keep this information to yourself. Explain how the matter fits into one of the above criteria.

Be Specific in the Feedback Section: If you’re trying to break into a table, or get moved up the table, it’s not enough to say, “we should be ranked/ranked higher because we’ve been very busy handling some very important matters for some very big clients” (see my opening paragraph). It’s essential to draw specific comparisons with the firms you want to be ranked alongside. What makes you as good as them? More matters? Back it up with hard evidence (league tables, for example). The same matters? List your matters and mark which currently ranked firms appeared across the table from/alongside your firm.

Researchers are smart people, but they’re not the legal experts that your partners are. Nor are they mind-readers. Don’t just tell them them you should be ranked/ranked higher – explainto them why you should be.

Quick legal directory tips: Nigel Savage interviewed on LexBlog TV

I was interviewed by LexBlog TV’s Colin O’Keefe last week during the excellent LMA Annual Conference in Orlando, Florida. In this  short interview I talk about what I believe to be the essence of preparing a good legal directory submission – focus.

I’ve already been invited to speak at next year’s LMA Conference in San Diego; we’re aiming to put together a great panel covering everything you need to know about legal directories and rankings. Watch this space.

Interview with Chambers Europe: Georgia Brooks, Editor

For a wealth of inside information relating to Chambers Europe, check out my interview with the Editor, Georgia Brooks. I caught up with Georgia recently to discuss changes to this year’s book, and tips for how to engage with the research process.

Are you planning any changes to the structure of the book this year? Any new practice areas/changes in approach the market needs to be aware of?

Firstly, the 2014 Chambers Europe guide will look very different to previous editions.  We have greatly changed the editorial layout, to highlight a team’s key strengths as well as its main areas of activities.  Extended information, such as basic facts about the department and additional work highlights, will also be available on our website: http://www.chambersandpartners.com/guide/europe/7Georgia_Brooks

This year we have added an unprecedented number of new practice areas at both a country level and in the Europe-wide chapter.  Energy has been a key area of law for multiple jurisdictions, and we researched it for the first time in Belgium, Denmark, Finland and Sweden.  At a Europe-wide level we have seen an increase in internal investigations and regulatory work, so added two new sections to cover these: Corporate Investigations and Regulatory & Public Affairs.  Data Protection is another growing area of focus across Europe, and that too has been introduced in the Europe-wide section.

Lastly, we conducted more regional research and added separate Central & Eastern Europe sections in Banking & Finance, Corporate/M&A and Dispute Resolution.  We also introduced a Baltic-wide Corporate/Commercial section to highlight firms active in that region.  At a country level, we also added France Regions and Russia Regions sections; which will highlight firms who are active outside of the capital.

European firms have been submitting to Chambers for more than 20 years. What are some of the things firms continue to get wrong with their submissions?

The key aspect that firms continue to get wrong, or rather miss completely, is to explain why a work highlight is important and explain the specific role the team played.  It definitely helps to summarise the matter – concisely! – and put it into context.  Also feel free to send us additional information from local news sources, where relevant.

Furthermore, a lot of firms only highlight on the top-value deals, whereas it helps to show a breadth of expertise.  It’s a good idea to explain all the strengths of the team, then use the ten work matters as an illustration.

Finally, and I cannot stress this enough, but missing the deadline is a big no-no!

What’s your advice on how firms with plenty of lawyers ranked in a section should get more lawyers on the list?

I advise taking a two-pronged approach; first, make sure that you highlight the lawyers you want to see ranked in the submission.  There is space on the submission form to include key names, and it’s also crucial that their work highlights are also listed, so we can see what work they have handled.  Secondly, put forward client referees who can talk about the team as a whole and a range of individuals.  Of course make sure that the client is happy and willing to speak to us – this makes such a difference!

Tell me about your research team – is it the same team as last year, or will there be any new faces?

We do have a few new faces to the team, which is natural in such a large research team. However, the greatest change has been with the deputy editors; we promoted four individuals towards the end of 2013.  All four were extremely experienced researchers, and one (Lucy Craig) was previously the assistant editor for Germany.  I’m sure many firms will recognise them from their time as researchers.  Here they are below as well as the list of jurisdictions they oversee:

Francesca Lean – France, Italy, Malta, Portugal and Spain
Katherine Yu – the Baltic and Nordic regions, Poland, Russia and Ukraine
Lucy Craig – Austria, Belgium, Germany, Luxembourg, Netherlands, Switzerland
William Robertson – Central and South East Europe, plus Turkey.

If firms have any queries about the research it’s best to come to me and the deputy editor for the relevant country.

When recruiting, how much weight do you place on native/fluent speakers of foreign languages?

Being able to speak to clients and lawyers in their native tongue is extremely useful, and in some jurisdictions absolutely crucial!  On the current Europe team our researchers speak over ten different languages, including French, German, Portuguese, Greek, Hungarian and Russian.  Foreign languages are a very important part of the research and thus the recruiting process.

For any new researchers, what steps do you take before research starts to educate them a little, to make sure they are not coming to it completely cold?

For most of February and March the deputy editors, assistant editors and myself interview managing partners from firms across Europe.  It is a great time for the managing partners to tell us about key market developments as well as changes at their own firm.  We use the information we gather to better allocate our resources throughout the year, and of course pass this knowledge onto the researcher before research starts.  Thus, researchers know in advance what has been happening in the market as well as new practice areas or firms to ask about.

What are your thoughts on allocating experienced researchers to the same sections as they covered in previous years. Good idea or bad idea?

For the Europe team, the most important element in assigning researchers is language.  Thus for jurisdictions where speaking the native language is crucial, such as France, Germany, Spain, Russia, Italy, then it is obviously a good idea to have the same researcher cover the jurisdiction.  That said, a fresh pair of eyes can offer a different perspective, not to mention a different research experience.  At a deputy and editor level then we try to keep consistency, as we are the ones ultimately evaluating the research.  You will notice that the deputy editors are responsible for a region, which gives them expert knowledge of various jurisdictions as well as an understanding of how those countries often work together.

Any plans for the researchers to travel to meet with firms face-to-face? It’s something that firms appreciate in relation to at least one of your close rival publications…

I and the deputy editors frequently meet with firms when they come to London.  It is definitely useful to hold face-to-face meetings, as it enhances our knowledge of the firm and likewise allows us to explain more about the research process.  I am also quite fortunate in that I can travel to meet firms on occasion e.g. in the last year I visited firms in Turkey, the Netherlands, Norway, Belgium, Germany and Ukraine.  As much as we would all like to be travelling across Europe, we find that we can conduct more thorough research from our base in London.  You may find that surprising but the researchers couldn’t travel with the database in tow, nor would they have the wealth of material that we have in the office.

Are there any other Europe-focused initiatives you’re planning for the coming year?

For the 2015 guide we are expanding our regional coverage even further by introducing a CIS Corporate/Commercial section.  At a Europe-wide level we will research Real Estate for the first time, while in the Central & Eastern Europe section we will add Dispute Resolution.  Compliance has been the buzzword for a while now, and we are introducing the section in Germany.  The Germany chapter will also see new Commercial Contracts and Transportation sections.

Another key initiative that we are focusing on is to develop the mid-market coverage, such as Corporate/M&A sections divided into High-End Capability and Mid-Market.  This is currently in place for France and Germany, and I imagine this will only grow.  Indeed, we are seeing increased engagement from firms active at this level as well as interest from clients.

Research for the 2015 guide starts in March and the first submission deadline was 24 February.  However, we are still accepting submissions so firms should check the online schedule for further information: http://www.chambersandpartners.com/secure/research-schedule

Interview: David Burgess, Publishing Director, The Legal 500

The Legal 500 can lay claim to being among the best-established, longest-running research-based guides in the market; more than 20 years on, it remains an essential, market-leading publication in the rankings world. I caught up with Publishing Director David Burgess, who has been instrumental in successfully steering The Legal 500 through some testing market conditions over the past few years – and who remains as bullish as ever about the future.

What’s the one thing that, in your view, sets The Legal 500 apart from the other research guides in the market?

Burgess

“I’m not sure there is just one thing. But I’ll focus on something that I feel is important – the quality of the research team. Research guides should live or die by the quality and depth of their research, and to do this effectively you need to have experienced researchers who understand the market and the practice areas. It’s a widespread criticism of other guides that they employ only fresh graduates and that the researchers change every year – this is a cause of constant frustration for law firms, and I understand.

The Legal 500 research team benefits from having a wide range of experienced researchers (including former lawyers, legal journalists and research specialists) who return to their practice areas or jurisdictions year after year. It’s always interesting when I’m out meeting with firms across the world – many of the firms refer to my researchers by their first names, as they have known them for many years, but don’t know who the researchers are for the other guides.

It’s also important to note that each of the editors here also conduct research, they lead by example, and helps to give us a real understanding of the issues that affect corporate counsel.”

What are the key things firms most often get wrong in their submissions?

“The key thing to remember is that The Legal 500 focuses on the teams, rather than the individuals. That’s not to say great lawyers aren’t important, but from my many years of talking to in-house counsel, they focus on the strength of the team, from partners to associates, and assess the overall capability of the practice that they wish to instruct. There is a backlash against the numerous guides that focus on the individuals – what many in the market refer to as “vanity guides” – as there is no real editorial depth or analysis. So, for the submissions, that has to be the focus. And the tough part for firms, especially the larger firms, is to take that ego out of the equation and produce a submission that puts the team, not the individuals, forward.

Let me put it like this: firms should think of their submissions as a pitch document for a new client, highlighting the strength of the team, recent examples of work that show the unique aspects of that practice, and that it’s a team, not a series of unrelated individuals.

Another area that firms often get wrong is when talking about work, they focus on the technical details, instead of talking about why that work is representative of the practice (ie. why was it innovative? why is it market-leading?). And a long list of work is not that helpful – we understand that law firms work on many deals throughout the year, but focus on the ones that show the high-level abilities, and leave the cookie-cutter work off the submission.

Finally, firms have to be realistic about where they feel they are in the market – give us feedback on last year’s rankings, but be honest.”

How do interviews with partners affect a firm’s rankings? Can a strong partner interview tip the balance and get a firm promoted (and vice versa)?

“There are a number of factors that affect a firm’s ranking, and there is no exact science of formula. However, I would add here that there is a misconception that the research guides are ‘80% what the clients say’ – it simply isn’t true. The submissions, the client feedback, peer feedback and firm interviews are all important and go into the mix.

What I can say is that a good interview helps but doesn’t exactly tip the balance – that would be to suggest that we are influenced in the wrong way – ultimately we have to look at all the evidence, and weigh it up against the evidence from every other firm. Likewise, an interview that doesn’t go well is not going to lead us to drop a firm in the rankings.

We don’t interview every firm for every practice area. In fact, often we can see from the submission exactly what a firm has been doing, and when you couple that with experienced researchers returning to the area they covered last year, often an interview is not necessary as we have all we need. But if firms feel that in certain practice areas they haven’t told their story, or want to highlight changes that have been made (either in the team, or in the demands of clients) then they should request an interview. And on that point, I would also add: don’t sit back and wait for someone to contact you. There’s a reason we publish the researchers’ names (and contact details), and we would encourage you to contact them at the start of the research process to request your interviews!”

What’s your one golden rule for partners participating in interviews with your researchers?

“Be prepared. The worst interviews happen when partners haven’t read their own submission, or looked at last year’s editorial or rankings. And if you don’t have what you want to say prepared, then the interview will be vague and directionless. Fortunately many partners are well prepared, and the marketing and business development teams in most firms take the time to prep them the day before, and debrief them afterwards. If firms don’t do this, I would urge them to do it. And if after the interview, the firm feels that the key points may not have come across, by all means, follow up with the researcher afterwards.”

A firm is unhappy with a particular ranking. What’s the best way for them to address it with you?

“We are always happy to give feedback to firms (within confidentiality boundaries, of course) as to why we have ranked them as we have. The best way for us to deal with any questions about rankings is to keep on top of the enquiries, so we ask everyone to send an email to editorial@legal500.com, and our truly amazing admin team will make sure it gets to the right people who are able to deal with it. However, when we launch each book, we are usually inundated with enquiries, so it does take time to go through them all. So I would urge firms to be patient while we work through them all.

Some other tips: it is always better to have one person centrally at the firm that everything is sent through – what often delays us are questions that come from numerous people at the same firm (often with roughly the same questions) that take time to answer individually. It is better for us to get a central set of questions that we answer, and which can be sent round to the relevant people in the firm by that contact person. I would also suggest that firms gather their questions and send them through in one communication, rather than drip-feeding individual questions – which again, is more time-consuming and less efficient.”

The Legal 500 covers barristers as well as law firms. Are there any strategic differences in how barristers’ chambers should prepare their submissions?

“Of course, the Bar is a very different beast, and submissions for this should partly ignore my earlier comment about individuals! But the part about being realistic should also qualify, and when it comes to getting silks and juniors into the listings, think of the bigger picture. If we have previously recommended 5 juniors, and the set has 25, don’t put them all forward as leading juniors – it is unrealistic to think that they are all “leading”, and then it’s difficult to see the wood for the trees within that set.

The submissions for law firms should focus on the work over the past 12 months, but with sets, while we want to see the key work done over the past year, we also need to see long-term work. The length of time on each case is, as a rule of thumb, much longer that for solicitors, so sets need to present a full body of evidence of work carried out by its tenants.

When it comes to the silks and juniors, don’t simply copy and past what is on the website, as we’re able to see that anyway. Take a bit of time to explain the demands of clients, and put some context into the cases that have been worked on.”

Does The Legal 500 have any plans to do something similar to the Chambers Confidential initiative – that is, allow firms to buy the complete, unadulterated feedback gathered during the research process?

“A question we get asked a lot, and one we have given a lot of thought to. Ultimately, part of our research comes from the clients, and we guarantee that any feedback they give us is confidential. In order to ensure that clients wish to continue to give us feedback, we feel that selling that information back to the firms is not the right thing to do for us as a business. As I mentioned earlier, if firms want feedback as to why they are ranked where they are, then we are more than happy to provide that feedback – free of charge.”

What initiatives does The Legal 500 have in the pipeline for the coming year that you’d like to tell the world about?

“So many I hardly know where to begin! Some of our initiatives we aren’t telling the world about yet, but I’ll keep you updated when we are able to – in fact, I’ll be able to let you know next week of a new initiative we have here in the UK, so stay tuned.

Obviously the main one that we are focusing on is the Corporate Counsel 100 Series, which is being rolled out globally. The first edition is focusing on the United States. It’s interesting that so many companies are publishing endless (and often the same) lists of the best lawyers in private practice, and not focusing on what really matters – the clients. The Corporate Counsel 100 Series aims to highlight the very best in innovative in-house, and the interviews that we have conducted with the in-house nominees have been illuminating, so we can’t wait to share that with our 2.5 million in-house readership. And obviously a key element will be launching the results at the Association of Corporate Counsel annual meeting in Los Angeles, and The Economist General Counsel Summit in London in October, where we will be the only research guide attending both of these events.

We have more in-house roundtables in the pipeline, and a new bespoke research department that will be producing a major survey in the first quarter of 2014 – more details to follow.

The Legal 500 is now covering Canada, and the results will go online in early October ready for the International Bar Association (IBA) annual conference in Boston. I’ll be at all these events, so if anyone wants to meet me there, then please do drop me a line at david.burgess@legal500.com.

In November we are launching The Legal 500 Deutschland, an expanded German-language guide that will cover approximately 500 of the leading firms in Germany, primarily for the domestic market. We’ve had a dedicated team of German researchers working on that since December of last year, so finally Germany will have an independent, in-depth research guide that clients and firms can rely on.

Any and all new initiatives, I will of course let you know about for you to let your readers know about over the forthcoming months.”

Hone Your Submissions

Of course, you know you’re great. But simply telling the directories this won’t get you anywhere – remember, hundreds of other firms and attorneys will be doing exactly the same thing. In all parts of the submission, and during the partner interview with the researcher, it’s vital to explain why. Why is this deal important? Why is our work cutting-edge? Why do we deserve to be ranked higher?

A strong, well-written submission is essential to achieving the rankings you deserve.

I have particular expertise in preparing compelling submissions for numerous international markets, across all types of law firms as well as barristers’ chambers, for all the main directories, including Chambers, Legal 500, US News-Best Law Firms, Best Lawyers, IFLR1000, Benchmark Litigation, and Managing IP.

I also have deep experience of drafting successful submissions for a multitude of awards and surveys, including for FT Innovative LawyersLegal WeekThe LawyerAmerican Lawyer, and The National Law Journal.

How I Can Help

  • Researching and drafting submissions for all key directories, awards and surveys.
  • Reviewing and editing existing submissions for format, substance, length and style.
  • Designing high-quality submission templates to improve the structure, clarity and effectiveness of submissions.

 

Managing Your Client References

So you’ve got your great submission ready to go into the directory. Well done… but that’s only half the battle.

The leading directories use client references as a key element of their research. It’s impossible to overstate the importance of this part of the process; glowing references from key clients are arguably becoming as important as providing a detailed and focused submission.

A firm won’t necessarily get ranked on the strength of client references alone – but it makes the decision not to rank a firm much harder if the researcher is faced with a list of third-party explanations of why a firm should be on the list.

But, there’s little benefit in providing clients who are unlikely to respond, or who aren’t going to give the researcher the right message. And no attorney wants to annoy their clients with endless reference requests. It’s a tricky balancing act.

How I Can Help

  • Implementation of a detailed process for guiding partners and marketing staff through the timing and strategy for bringing client references into the process.
  • Comprehensive strategic guidance regarding optimum client reference selection.
  • A detailed set of best practice materials explaining how to make sure your clients are kept in the loop throughout the directory research process, making it more likely they’ll respond.