Members move mountains in British Columbia.

• Author: Manton, Jennifer
• Position: PRESIDENT'S PODIUM

As legal marketing professionals, sometimes we make small steps forward--at other times, giant leaps. But when it comes to our LMA colleagues in Vancouver, B.C, moving mountains is the description that I think fits best, while epitomizing the leadership that LMA can take not only in our profession, but in the legal industry as a whole.

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The LMA Vancouver Chapter, like many of the attorneys and law firms that its members represent, maintained that some of the marketing rules established by the Law Society of British Columbia (the equivalent of state bar associations in the United States) were outdated. Some rules, they said, were particularly harsh--specifically, the one requiring that all marketing be "true and verifiable." When technically applied, that meant no subjective client testimonials and no rankings quotes.

The Law Society realized its rules were antiquated, so it was turning a blind eye to the myriad of little marketing indiscretions that were occurring. Meanwhile, it was awkward for any lawyer or law firm to challenge the rules directly to institute change, because they might draw attention to their own thwarting of those rules.

I know first-hand as a law firm CMO how difficult these circumstances were for our colleagues in Vancouver. After all, as law firm marketing professionals, they still had to walk a fine line between doing their job and staying within the law. However, after many conversations, Vancouver Chapter members determined that they were actually well-positioned to serve as an advocate for the profession. After all, LMA was a "neutral third party" that could initiate the request without subjecting any individuals or law firms to unwanted scrutiny.

Armed with LMA International's position statement template, the chapter created and submitted a powerful argument for change. The statement they prepared pointed out the evolution of technology and its impact on legal advertising. It explained how the proliferation of directories using endorsements actually helped the public make informed decisions. It mentioned that virtually all industries use endorsements for marketing purposes. It summed up the situation by saying that the "train has not only left the station, it is leaving by the hour" and tactfully pointed out that the Law Society's current rules were actually limiting access to consumer information rather than protecting consumers.

"We risk...