Thursday, January 20, 2011

Legal Marketing in Israel: New Business, Old Habits

This Guest Column is written by Adv. Zohar Fisher

Israel was always a strategic point in the globe, featuring wealthy individuals, innovative high-tech and bio-tech ideas and companies, agricultural solutions, and significant spirit and success in the global economy.

In this environment, the words 'marketing', 'branding' and 'Business Development' sounds like sweet music to the ears of every CEO and CFO, showing him that the wheels of the company he manages continue to turn.

However, there is one professional sector in Israel for which—despite the huge number of its members and intense competition—the words 'marketing' or, heaven forbid, 'branding' are unheard of terms.

The sector implied, is the Israeli legal sector. Israel today has close to 50,000(!) lawyers, which brings the country to Guinness World Record for the highest ratio between the number of attorneys and the population (one lawyer per 163 citizens).

During recent years and under pressure by many Israeli lawyers, the Israel Bar Association is starting to allow the usage of marketing and advertising tools, such as active advertising, purchasing Google Adwords, expanding websites and so on. Until recent years, these activities contradicted the Israel Bar Association ethics.

The fear for the ethics and morals of the profession continues to disturb the sleep of various committees at the Bar Association, but they could not predict the meteoric leap of the number of attorneys in Israel and the domination of the Internet and social networks on our lives.

In 1948, when Israel was founded, there were about 800 active attorneys. In 1990 the number of lawyers was 7,000, and today, the incomprehensible number is close to 50,000. Attorneys with 15 years experience are about 23% of active lawyers in Israel, while attorneys with less that 15 years experience, constitute about 77% of all active lawyers. With this number, and the tremendous competition on each client, Legal Marketing was forced to rise in Israel.

The Legal Marketing arena in Israel is in its initial stages. Many of Israel's law firms are turning into legal marketing professionals in order to use the new motivation and ammunition shaking the legal sector- websites, advertisement, cross selling, conferences, legal guides, contributing articles and so on, or in other words- at last, creating marketing efforts in this business sector.

In this environment, Robus was founded. We are Israel's first legal marketing company, specializing in providing strategic advice and business development solutions. We welcome you to feel the pulse of Israel's rising economy, and see the knots we might tie with regard to business and legal cooperation. New business - old habits.

About the Author: Adv. Zohar Fisher is the CEO of Robus, Israel's first Legal Marketing Company.


Anonymous said...

Are Israeli firms actively seeking alliances with US firms?

Anonymous said...

Indeed, some of the Israeli law firms are seeking those alliances. Most of them have cooperations at some level, but the vast legal work protfolio demands more alliances.