January 26, 2021
Baker McKenzie, DLA Piper and Dentons Top the 2021 Acritas Global Elite Law Firm Brand Index
Top firms demonstrated strong relationships, local depth for clients
MINNEAPOLIS-ST. PAUL, January 26, 2021 – Acritas, part of Thomson Reuters, unveiled the 2021 Global Elite Law Firm Brand Index today. Baker McKenzie retained the top spot for the 11th consecutive year, and DLA Piper remains second on the list. Dentons made the biggest move this year, up eight spots, from 11th to third. Linklaters was fourth, moving up four spots, and Clifford Chance and Hogan Lovells tied for fifth.
In addition to Dentons and Linklaters, five firms increased their position on the index. The results highlight firms that benefitted from building long-lasting, trusted relationships as clients turned to them for strategic counsel and support. Additionally, firms with a true global presence, along with the capabilities to provide expertise and relationships on the ground locally, were able to strengthen their position in this unique environment.
“2020 was an extremely disruptive year all the way around, and both law firms and corporate clients had to adjust how they worked together,” said Elizabeth Duffy, senior director, Global Client Services at Thomson Reuters. “Corporate legal departments gravitated to their most trusted advisors, leaning on relationships formed over years. And law firms that demonstrated a local presence along with global coverage were able to ensure that they could meet the needs of clients no matter the location.”
Duffy noted that the survey results emphasize firms must continue to adapt to survive and grow. In particular, firms should embrace flexibility for remote working, more inclusive working practices and an improved work-life balance to strengthen their brand as well as to demonstrate how they value and respect their lawyers.
“Firms have always known their lawyers represent the firm’s brand, but this last year has put a spotlight on how everyone within a firm is a brand ambassador,” added Duffy. “When lawyers feel support from their leadership and are proud to work at the firm, clients recognize that, and it often leads to stronger relationships, both within the firm and with clients.”
The Acritas Global Elite Law Firm Brand Index measures the firms that are most top of mind and most favored by corporate clients with more than US $1B in global revenues, as well as most considered for multi-jurisdictional deals and litigation.
A full copy of the Acritas Global Elite Law Firm Brand Index can be downloaded here.
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