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    Wisconsin Lawyer
    February 01, 2015

    What’s Hot, What’s Not: National and Global Practice Trends 2015

    Are you positioned to turn pressures on the legal profession into opportunities for growth? Learn which practice areas are trending hot, hotter, red hot, and which are cooling down.

    Bob Denney

    hot pepperThis is our 26th annual report on what’s going on in the legal profession, not only in the United States but also in other parts of the world. Like all our previous reports, it is based on information we compile throughout the year from many sources – not just our own clients but many other firms, as well as general counsel and other leaders in the profession.

    As always, some of our findings are widely recognized, but we report them here because they continue to impact the profession and have had, or will have, unintended consequences. Other of our findings we believe are, or will be, significant. The resulting picture is a montage of a profession that will continue to change, not just in 2015, but for years to come.

    This report presents the big picture but the local picture will vary by individual firm depending on its size, client base, nature of practice, and geographic focus.

    Red Hot Practice Areas

    Intellectual Property. Trademarks and patent prosecution have become red hot due to the rise of social media and the increase in branding. Patent litigation continues to be red hot due to Congress’s failure to address patent reform and patent trolls’ continued licensing and suits. However, the most litigious troll in 2013, Acacia Research Corporation, lost a major case in July 2014 that was one of the first to apply new U.S. Supreme Court guidance about when ideas are too “abstract” to be patented. If patent reform is passed this year – and it is almost a certainty – it would curb suits brought by patent trolls and therefore reduce the amount of litigation.

    Robert DenneyRobert Denney of Robert Denney Associates Inc. provides strategic management and marketing counsel to law firms, companies, and nonprofit organizations throughout the United States.

    Federal False Claims. According to an expert who has handled whistleblower cases for many years, “There has been an explosion and the number of cases grows every year. There has not been an industry that has not been affected.”

    Labor and Employment. President Obama’s August 2014 executive order regarding contractors and subcontractors that receive more than $500,000 in federal money will further fuel an area that was already hot due to union campaigns and wage-and-hour class actions, not only nationally but, for some firms, also internationally.

    Technology. This area will become red red hot if patent reform finally happens in 2015.

    Hot Practice Areas

    Anticorruption. Larger U.S. firms continue to increase enforcement of the Foreign Corrupt Practices Act, which leads to more prosecutions. The United Kingdom, China, Brazil, and Canada have all enacted anti-bribery laws in the last few years and are now increasing investigations.

    Litigation. Most“bet the company” cases are still going to the big firms but many of the other cases are going to mid-size and boutique firms.Much of the work is still on an hourly basis although it appears contingency arrangements are increasing. Also see “alternative fee arrangements” under “Issues Affecting Law Firm Management.”

    Inversion. At certain large firms, inversion is hot and will continue to be hot unless the Obama Administration and Congress agree on significant changes in corporate tax laws.

    Environmental. On the companies’ side, frac sand mining continues to be a major issue. For instance, Pennsylvania Governor Tom Wolf wants impact fees levied. On the landowners’ side, leases continue to be active.

    Energy. All forms including “clean” are hot.

    White Collar Crime. Many areas are involved, including government and health care, tax, and intellectual property.

    Health Care. Adding to the heat are billing investigations and complaints from patients about HIPAA compliance, along with provider self-reports related to privacy and security breaches.

    IPOs. Initial public offerings are hot but could cool off next year if financial markets stumble again.

    Practices Areas Getting Hot

    Elder Law. This area continues to grow because people need to make changes in their estate plans since they are living longer. Some firms now have paralegals who research long-term-care facilities and retirement homes to help clients select ones they can afford and that can provide the care they currently or eventually will need.

    Same-Sex Marriage Rights. At least 30 of the nation’s largest firms are representing parties challenging state laws banning same-sex marriage.       

    Immigration. Now that President Obama has announced executive action, this practice area will heat up.

    Hot Geographic Markets

    London. U.S. firms continue to enter the market in several ways: U.S./U.K. mergers such asSutherland and U.K. energy boutique Asbil; U.S. mergers such as Squire Sanders and Patton Boggs; and office openings by mid-size U.S. firms, including Butler Snow.

    Mexico. Economic reforms intended to spur foreign investment continue to attract major global firms such as Hogan Lowells, which has merged with a prominent Mexican firm that had offices in Mexico City and Monterey.

    Houston. It’s not just energy that is attracting new firms but also a booming deal market. Wilkie Farr & Gallagher is one of the most recent to open an office there.

    California/Asia. Some of the larger California firms continue to open offices in Asia, as we have been reporting, or send lawyers to various Asian countries.

    Cleveland. In its current 700 report, Of Counsel states, “The overall growth of its mid-sized firms represents a trend that emerged from the recession and continues today.”

    Law School Trends

    Law School Enrollment. Although the American Bar Association’s national report has not yet been released at the time of this writing, there is indication that total enrollment increased in fall 2014 over 2013. However, at many schools, it is still below the levels of several years ago. Meanwhile, as we reported in our Midyear Update, some schools have continued to cut tuition while others have started to introduce changes in the curricula to include courses in technology and, at Yale, a course based around French economist Thomas Piketty’s work, Capital in the Twenty-FirstCentury.

    Entry-level Hiring. This had increased roughly 4 percent for the class of 2013 nine months after graduation but it is still below that of pre-recession levels. Since law schools do not create the market, but must respond to the level of entry-level hiring, the future for the class of 2015 with private law firms is still uncertain. General counsel won’t pay for training new associates. Furthermore, as discussed above, general counsel are keeping more work in-house, which could mean the future for more law school graduates may lie with corporate legal departments, not law firms or public service providers. (See “An Insider’s Perspective: What Legal Employers Look for in New Hires,” Wisconsin Lawyer, March 2014.)

    Campus Accountability and Safety Act (CASA). Two separate measures were proposed in July 2014 to deal with sexual assault but, unlike patent reform, Congressional passage is not guaranteed.

    Other Issues

    Legal Services Providers. Although employers have added approximately 2 million jobs this year, the total number of paralegals, legal consultants, processors, and patent agents has declined by 2,000 jobs since January 2014 and by 45,000 jobs since the pre-recession record level set in May 2007. This picture seems inconsistent with the dramatic increase in work now being performed by nonlawyers.

    Expanded Role of In-house Counsel. Not only is less work going to outside counsel but in-house counsel in many corporations have gained a major, and still growing, role in corporate governance. Sound familiar? The outside lawyer for many small and family-owned businesses is often also the “trusted business advisor” and a member of the board.But in major corporations, the general counsel is now faced with difficult choices and challenges to his or her independence and, in the words of Paul Hastings partner Bruno Cova, “It is a battleground which is here to stay.”

    Nonlawyers. This is one of the biggest changes affecting the legal profession, yet many firms still refuse to recognize and adjust to it. For more than a decade, law firms have been increasingly hiring nonlawyer executives as chief operating officers or to run marketing, technology, finance, and human resources. More recently they have been given responsibility for the cost-effective delivery of certain nonlegal services such as database searches and document management. Now, in the last two years, nonlawyers are being hired to oversee knowledge management and project management.

    Uniform Bar Exam. The New York Court of Appeals has postponed its plan to replace the state bar exam with a national one. One of the reasons may have been because the court wanted a standard grading system whereas each of the 14 states that accept the UBE can set its own passing score.

    Debt Collection Firms. In July 2014 the Consumer Financial Protection Bureau filed its first suit against a debt collection firm, in Georgia, accusing it of violating federal consumer-protection laws. Legal specialists say this indicates the Bureau’s intent to target similar high-volume firms as well as banks and debt buyers.

    Litigation Funding. The historic restrictions on companies that invest in lawsuits in exchange for a cut of the proceeds if their side prevails have been relaxed or even abolished in several states, such as Texas, South Carolina, Massachusetts, and Florida. This follows the trend that occurred beginning more than 10 years ago in the United Kingdom and Australia.

    Summary

    Starting with the recession, there has been an increasing malaise within the legal profession due to a number of developments – the increasing oversupply of lawyers, increasingly demanding clients, and increasing competition to mention just a few. What they all add up to is change – and uncertainty about the future.

    But there is nothing new about change. In fact, there is an old adage, “The only constant is change.”

    When I began my consulting practice almost 40 years ago, most of my clients for the first several years were accounting firms, including two of what was then called “The Big Eight.” At that time, public accounting was undergoing many changes and there was considerable uncertainty and concern about the future of the profession. Many of the trends and issues that accountants had to address then were the same as the legal profession has subsequently been facing, including the above, plus services provided by “nonaccountants,” client pressure on fees, and the ownership and management of firms.

    The accounting profession addressed the need to change, did change, and has survived, stronger and more profitable than ever. The legal profession can do the same.

    Firm Management and Business Development Issues in 2015

    In addition to issues affecting legal practice areas, here are trends in firm management and business development practices.

    Issues Affecting Business Development

    Pricing Directors. Probably more than 50 percent of the AmLaw 200 have created pricing director positions. In addition to being involved in developing responses to requests for proposals, the pricing director is often involved in project management. In smaller (mid-size) firms, the chief operating officer may fill the role of pricing director.

    Client Interviews. Their importance is acknowledged by a slowly growing number of firmsbut even in some of these firms there is debate on who should conduct them: managing partner, member of the client service team, member of the marketing department, a third party? Our experience is that it depends on the firm’s objective. To further cement client relationships, the managing partner is best if properly prepared. To obtain feedback on quality of work and client service, the relationship or responsible partner is best. To achieve not only the above but also obtain and evaluate meaningful information for market analysis and strategic planning, an experienced third party is best.

    Content Marketing. Some firms are hiring content specialists to provide material that is relevant to clients’ industries and to ensure that it is reaching the correct audiences. (See “Grow Your Practice with Content Marketing,” Wisconsin Lawyer, April 2014.)

    Marketing Department Recruiting. Firms are having difficulty finding chief marketing officersas well as senior managers and directors because many are leaving the firm or even the profession. The reason? $$$.

    Budgets. They are increasing, particularly in mid-size and large firms. But the challenges still remain: How to measure thereturn on investmentof each expenditure and how to determine which are really working. These questions are not new. They arise – or should arise – in any professional services firm. Furthermore, it is almost impossible to definitively measure the results of certain expenditures such as advertising, community outreach programs, and even coaching.

    Welcome Booklet. As part of its “Client First In Service” program, a national firm sends new clients a letter from its chief operating officer along with a welcome booklet, a list of contacts for various operations areas, and a questionnaire to learn the client’s preferences from billing to communications to technology. This is an excellent start to building a strong client relationship. (See “10 Golden Rules to Make New Clients Happy” elsewhere in this issue.)

    Google, Websites, and LinkedIn. According to a recent survey by Kredible, these are the three major ways in-house counsel search for attorneys.

    Issues Affecting Law Firm Management

    Cybersecurity is becoming the #1 concern of law firms – as it should be. “Secrecy” was one of the break-out presentations at the October 2014 Futures Conference of the College of Law Practice Management, and hacking was the subject of a major Wall Street Journal article in late October. Then in November, KPMG issued a report on its survey of 300 senior information technology and human relations professionals in organizations employing 300-plus staff in the United Kingdom.More than half these firms said they would hire hackers – and even exconvicts – to work with their security teams. (KPMG is one of the largest professional services companies in the world and one of the Big Four auditors.) Global banks such as J.P. Morgan Chase and UBS AG, in addition to recruiting cybersecurity staff, aresubjecting their law firms, small and large, to greater scrutiny about security risks.

    Project Management. This is a red hot area because it produces efficiency, fee transparency, client value, and profits. However, although it should be the #2 concern of most law firms, many have not acknowledged this yet or are having difficulty establishing it.

    Alternative Fee Arrangements. The abandonment of hourly billing has not yet reached thelevels predicted – and we believe it never will. In addition to “value,” what clients, general counsel, and purchasing departments really want is clarity and transparency, regardless of how the fees are structured.

    Big Firms. A number of them are growing in both size and revenues, often as the result of mergers and by obtaining more of the remaining amount of premium-priced work. As a result, profits per partner in these firms are growing. But other firms are having more trouble than they admit. Some will have to merge or be acquired. The latest example is Bingham McCutchen.

    Mid-size and Smaller Firms. Our report last year still holds: mid-size and smaller firms are receiving more work that used to go to big-name firms. The reasons? 1) Many smaller firms have partners and associates who were trained at the country’s biggest firms. 2) Their rates are lower – often 30-40 percent less. 3) Lawyers at these firms for the most part pay more attention to their clients’ needs and desires than do lawyers at the large firms.

    Contract and Temporary Lawyers. Their number continues to increase in firms of all sizes.

    Leverage. The traditional ratio of associates to partners – the pyramid – continues to decline in many large and some mid-size firms. But if all timekeepers, including not only associates but also paralegals, contract lawyers, and temporary lawyers are included – as they should be – the pyramid may actually be larger and more significant than ever because, in most matters, it is not the partners but other timekeepers who produce profitability.

    Measuring Profitability. The traditional measures such as realization (billed or collected), profits per equity partner (PPP), and revenues per lawyer (RPL) are now being questioned. Some experts favor a form of cost accounting that is really profit and loss (P&L) accounting. This can work for the firm as a whole but is problematic when applied to individual offices, practice groups, matters, and a lawyer’s “book of business,” because of differences in how to allocate indirect costs and whether to use cash or accrual accounting. The reality is there is no standard measure. (See “Profit is Not a Four-letter Word: Lawyering in the New Age” elsewhere in this issues.)

    Partner Compensation. Due to pressure to grow, more firms are weighting origination more heavily. However, there are other responsibilities some partners, equity and nonequity, must assume, for example, managing the firm, managing practice groups, and the training and development of younger lawyers to note just a few.

    Growth. Many firms, regardless of size, measure growth by the increase in the number of lawyers. But there are other, more important factors that must be measured: revenues; profits; number of new clients; additional work for current clients; and development of new practice areas.

    Mergers. Mergers will continue to be hot although most are really acquisitions of small firms by larger ones. True acquisitions, for example, Bingham McCutchen by Morgan Lewis & Bockius, are rare and more difficult to negotiate and require that the acquiring firm be financially strong and well-managed.

    Shadow Billing. Even though an alternative fee arrangement has been agreed to, the client asks for a record of what the fee would be if billed by the hour. This can indicate a lack of trust on the client side and invite deception on the firm side.

    Women in the Legal Profession. When Jami Wintz McKeon became chair of Morgan Lewis & Bockius on October 1, it became the largest U.S. law firm led by a woman. But the percentage of women leaders as well as partners in Big Law firms is still low when compared to the percentage of women in law school graduating classes. Furthermore, they still earn less than men.

    Culture. Despite being a much-
    emphasized issue, there is considerable confusion as to what constitutes a firm’s culture and how to go about changing it if firm leaders think change is necessary. (See “Organizational Culture: Predicting a Law Firm’s Success,” Wisconsin Lawyer, Nov. 2014.)

    “Commodity Work.” Some firms refuse it because of the low rates. Yet it is a major part of the practice in other firms because they have learned how to do it efficiently and profitably.

    Psychological Testing. Perkins Coie is one firm that favors it for firm leaders as a condition for their appointment.

    Partner Compensation. Before the recession, 4:1 was regarded as a healthy spread from highest to lowest compensated partner. According to a recent AmLaw report it is now just under 11:1. The principal reason for this is firms, desperate to increase business, are continuing to recruit rainmakers from troubled firms. But that can produce unintended results. One example is Dewey & LeBoeuf.

    Starting Salaries. They’ve been declining at many of the larger firms. The National Association of Law Placement reported that in 2009, associate salaries of $160,000 accounted for nearly 67 percent of first-year salaries at firms with 700-plus lawyers. In 2014 they accounted for only 27 percent. Furthermore, the median varied with the part of the country. While it was $160,000 in the Northeast, it was $145,000 in the West, $125,000 in the South, and $110,000 in the Midwest.


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