This document provides an overview of the Loyens & Loeff professional services firm. In 3 sentences: Loyens & Loeff is a leading legal and tax firm based in the Benelux region with over 1,500 employees across 13 offices. The firm has roots dating back to the early 20th century and offers integrated legal and tax services to international companies. The document discusses the firm's history and growth, offices globally, key figures on staffing and revenue, and strategies for lawyers and marketing professionals to collaborate effectively.
2. Agenda
The firm: - where do we come from
- who we are and
- what we do?
The people: how to deal with lawyers?
The brand: how to create & maintain a strong brand?
The proof: how to demonstrate it all?
3. The firm: where do we come from?
Loyens & Loeff started in 2000 following a merger of:
the tax lawyers of Loyens & Volkmaars and
part of the attorneys and civil law notaries of Loeff Claeys
Verbeke.
Roots of the firm go back to the beginning of the 20th century
First firm in the Benelux where attorneys, tax lawyers and civil law
notaries offer their services on a large scale in an integrated way
Loyens & Loeff has set a new standard in the legal and tax world
4. Leading in the Benelux
The only true Benelux firm, with offices in
• Amsterdam
• Rotterdam
• Brussels
• Luxembourg
• Arnhem
• Eindhoven
Innovative solutions for international companies and
investors in the Netherlands, Belgium and Luxembourg
5. International Offices & Network
International offices in the world’s major financial centres
Europe Outside Europe
Frankfurt Aruba
Geneva Curacao
London Dubai
Paris New York
Zürich Singapore
Tokyo
Specialists in cross-border transactions and advice
Excellent and long-standing working relationships with the best
firms around the world
Country region specialists in the Benelux
6. Key figures
Total staff: 1.517 (30 April 2010)
Total turnover 2009
EUR 284 mln Steady growth in number of fee-earners
• Tax lawyers 399 Turnover per group
Geographical turnover
in € mln • Attorneys 366 130
in € mln
31
46% 11%
23
8%
• Civil Law Notaries – 106
• Advisers: 12
261
92%
Academic Profile Attorneys
123
Outside Benelux 43%
Benelux • 15 professors Tax lawyers
Civil law notaries
• 22 doctoral candidates
• 27 lecturers
7. The people: How to deal with lawyers?
Question: why are lawyers often disappointed in marketing people and
why do marketing teams feel cut out?
Answer: mismatch between the types of people
Conclusion: Lawyers are from Mars, Marketing people are from Mercury
Punishment for Mercurians: live with lawyers on Mars
Mars: a forbidden environment, because admitting faults, showing
weakness or apologizing is something a lawyer simply does not do
Solution: create a lasting peace between Martians and Mercurians for
effective marketing
8. Lasting peace is based on
Mutual trust
Understanding differences and difficulties
Communications between the two sides
Coherent strategy based on mutual respect and common goals
9. What do Martians value?
Mars = the god of war
power
competency
efficiency
achievement
prove themselves
ability to achieve results
success and accomplishment
10. What do Martians want?
billable hours
left alone (by Mercurians)
Why? Time spent on marketing means less time for billable hours!
Goal in life: to accumulate as many billable hours as possible!
If a Mercurian can demonstrate that he or she can help achieving this
goal, Martians will lend support
11. Key Martian attributes
brains of the law firm
see small picture
help = sign of weakness
Martians respect other Martians
pessimists
words vs. pictures
publicity shy, don't trust others (especially the press)
know all
poor communicators
talks more than listens
12. Martian proverbs
Mercurians are motivated and empowered when they feel useful,
needed and cherished
Being a Martian means never having to say sorry!
13. What do Mercurians want:
Mercury = the inventor of the alphabet,
ingenious, eloquent, persuasive,
divining the future (in Greek: Hermes)
a salary
to be of use to the Martians
value: love, communications, relationships and branded stationery!
communications of primary importance
big picture people
value activity
14. Mercurian proverbs
To admire a Martian is to regard him/her with wonder, delight and
approval. When Martians feel admired, they feel secure enough
to shine and confident enough to grab new business
A Martian primarily needs to be encouraged by a Mercurian. A
Mercurian's encouraging attitude gives hope and courage to a
Martian by expressing confidence in his/her abilities and
character.
15. Key Mercurian attributes
arms & legs & mouth of the law firm
see the whole picture
want help? just ask!
trust everyone (especially the press!)
results vs. process
optimists
pictures vs. words
like people, not things
all publicity = good
most pleased when actively engaged
like noise
16. How can lawyers and marketing people
pro actively create new biz together?
7 steps programme:
macro economic analysis
analysis of the (legal) market
evaluation of market opportunity
matching strengths and resources to market needs
identifying and targeting key clients, decision makers, prospects
relaying the message
getting the business:
• sales pitch
• follow-up
17. Combining this with an instinctive
approach you get:
To be innovative you have to:
observe
orient
decide
attack
Recent trend in marketing management: being involved in public policy
issues (example: L&L and ‘Commissie Davids’)
The point is to be really close to the action if you want to influence people
which is the essence of a good legal marketing strategy
19. www.loyensloeff.com
Amsterdam Arnhem Brussels
Eindhoven Luxembourg Rotterdam
Aruba Curacao Dubai Frankfurt Geneva London
New York Paris Singapore Tokyo Zurich