近日，汤森路透连续第12年发布了“全球精英律所品牌指数”。贝克·麦坚时连续12年位居榜首；欧华律师事务所连续第三年占据第2位；高伟绅律师事务所由去年的第5位攀升至第3位；大成律师事务所（Dentons）位列第4；诺顿罗氏律师事务所排名攀升两位，位列第5。
今年上榜的20家律所中只有一个新面孔：吉布森律师事务所（Gibson Dunn）。此外，世达国际律师事务所、金杜律师事务所、瑞生国际律师事务所首次入围了前十名。
今年，汤森路透对1700名总法律顾问，从律所感知度、喜爱度、多法域诉讼能力、多法域交易能力四方面展开调研。
成功因素
“今年的榜单表明：品牌喜爱度、多法域交易能力是律所最重要的成功因素。”汤森路透全球客户服务部资深主管Elizabeth Duffy解读道。此外，律所在并购领域的能力，以及律所策略与客户需求间的一致性，也十分重要。
“2021年，商业从危机中逐渐复原，法律服务购买者更注重律所面向未来的能力，比如是否了解客户的业务，是否掌握特定产业的知识。”Duffy说，“比起过往的关系和律所声誉，客户现在更在乎律所的专业化能力。”
Duffy指出，疫情下工作方式的变化，意味着律所要重新想象触及和联系客户的方式，要用有意义的方法给客户留下深刻印象。同时，律所还需要更有力地支持合伙人开拓新业务，最终构造坚实的客户关系，让客户成为律所最好的宣传者。
“今年的指数排名证明：在虚拟、远程的环境下做律所品牌，完全是可行的。”Duffy说。
展望未来，由于客户预期并购需求将持续增长，在此领域表现优异的律所将继续受到市场认可。此外，能为客户提供监管支持的律所也会大受欢迎。“能把自己的专业能力真正和客户的业务领域联系在一起、能根据客户业务需求解读不同法域复杂监管规则的律所，才会受到追捧。”Duffy说。
Thomson Reuters releases the Global Elite Law Firm Brand Index for the 12th consecutive year
Thomson Reuters has recently released its Global Elite Law Firm Brand Index 2022. Baker McKenzie topped the Index for the 12th consecutive year; DLA Piper, which moved into second place in 2020, continued to hold that spot; The first big movement occurred as Clifford Chance became the third strongest global brand, elevating itself from the fifth place; Dentons is in the fourth place and Norton Rose Fulbright moved up two places and ranked the fifth this year.
Only one new firm, Gibson Dunn, joined the top 20 this year. Further, Skadden, King & Wood Mallesons, and Latham & Watkins all rose to join the top 10 this year.
This year’s Index is based on surveys with 1700 general counsel on the four factors of top-of-mind awareness, favourability, consideration for multi-jurisdictional litigation and consideration for multi-jurisdictional deals.
PATH TO SUCCESS
“Looking at this year’s top 20, it is clear that brand favorability and multi-jurisdictional deals have been the most important success factors,” says Elizabeth Duffy, Senior Director of Global Client Services at Thomson Reuters. Furthermore, firms’ strength in the M&A field and the close alignment between firms’ strategies and client offerings are also important factors.
“In 2021, as businesses emerged from the crisis, legal service buying patterns focus on forward facing factors like understanding the client’s business and knowledge of their sector,” Duffy explains. “And we are seeing clients prioritizing specialist expertise over historical relationships or reputation.”
The use of widespread remote or hybrid working environments means that firms have to reimagine how to reach and connect with clients in order to create a meaningful impression that keeps a firm top of mind, provide warmer opportunities for partners to develop new business, and ultimately forge strong relationships with clients who will be true advocates for the firm, Duffy adds.
“This year’s index proves that it is possible to grow your firm’s brand virtually, in a remote environment.”
“Looking ahead, we expect to see those strong M&A brand firms to continue to do well this year as clients anticipate this will continue to be a key area of demand for legal services — along with a high demand for regulatory support,” Duffy observes. “Firms which can connect their expertise deep into clients’ industry sectors and translate the regulatory complexities of multiple jurisdictions for a client’s business will be in high demand.
To contact the editorial team, please email ALBEditor@thomsonreuters.com.
