Zeughauser Group LLC
Organization Type: Consulting Firm
Functional Area: Marketing
Year of Induction: 2003
1545 18th Street, NW, #804
Washington, DC 20036
CITATION UPON INDUCTION INTO THE COLLEGE
Norm Rubenstein’s innovative marketing campaigns for law firms have consistently pushed legal marketing in more professional and imaginative directions. He repositioned Shaw Pittman at the intersection of business, law, and technology. He expanded the reputation of McKenna & Cuneo litigators beyond government contracts to sophisticated high-stakes litigation. And who else could have taken the marketing reins of a 575-lawyer firm with a confused presence in the marketplace and created a crisp image with vastly improved name-recognition in just one year?
As the chief marketing officer of Orrick, Herrington & Sutcliffe LLC, he managed the transformation of a “California bond firm” into a national firm by making its wide variety of practice experience known to a widening audience of prospective clients. He professionalized every area of the firm’s marketing activity by recruiting senior-level marketing directors to lead functions such as marketing technology, research and proposals, when other firms gave only lip service to those critical skills.
Norm’s most visible and talked-about campaign strategy was the powerful and elegant series of ads built on that simple and enduring shape – the “O” in Orrick.
— Introduced by Merrilyn Tarlton, 2003