Thank you, Chandler Quintin and Video Brothers! This was such an enjoyable conversation, and I’m a BIG believer in having fun while ALSO having substantive discussion (which this was/is). While I didn’t win the contents of the “silver briefcase,” I won a new friend and had a great time along the way!
EPISODE DESCRIPTION: 🪨📄✂️ It’s time to go down the funnel with Roy Sexton, CMO at Vedder Price, in this episode of Video Brothers’ #RockPaperFunnel.
Roy’s proof that “boring” industries are only boring when the people leading them are. He took an English & theatre background, walked into Deloitte “a thousand years ago,” and somehow turned it into a career building brands for some of the sharpest lawyers in the world.
From reimagining three different law firm brands to walking on stage in rainbow sequins with a drag queen at a legal marketing conference, Roy doesn’t just talk about inclusion and humanity in business… he performs it.
And now at Vedder Price, he’s helping attorneys show the world what actually sets them apart: substance, empathy, and real business understanding (not just another “world-class service” tagline).
Stay sharp. Stay weird. And above all… stay memorable.
Thank you, Ashley Merryman and U.S. News and World Report! I am really deeply honored to be included in this wonderful piece on the intersection of culture and brand and how that fuels growth in a law firm. You’re doing such a lovely job featuring our industry. Fun fact: the last time and only other time I’ve been in U.S. News & World Report was my freshman year of college when they covered Wabash College’s inimitable homecoming events. And you can see my foot in one photo. It’s somewhere in this house. Heaven helped me!
EXCERPT: For example, Clark Hill, one of the nation’s 200 largest firms, acquired several smaller firms around the country. Following that, its leaders decided that establishing a common culture between its offices and practices was essential, says Roy Sexton, director of marketing for Clark Hill and current international president of the Legal Marketing Association – LMA International. …
To achieve a culture change, “You have to take big swings,” Sexton says.
Therefore, once leaders have assessed the current culture, they should have a small group develop an action plan, avoiding committees that turn ideas into bland consensus.
Once established, attorneys and staff should see themselves in the new culture. If they do that, they will become ambassadors of it, he says. …
Once the firm adopts its framework, develop a brand and messaging espousing these values. Distribute videos, brochures, even water bottles and T-shirts, to promote the approach, Sexton says. …
Include external audiences in buy-in efforts as well, since clients want to know about a firm’s values and how the attorneys approach their work, Sexton says.
During Clark Hill’s effort, Sexton’s team released videos interviewing people discussing their work. Through internal promotions and social media, more than 700,000 viewers watched them.
“The launch is just the beginning, and the least interesting thing,” Sexton says.
Leaders should conduct quarterly town halls. Human resources and marketing teams should release weekly newsletters and additional materials. And if a plan resonates with the firm and its clients, stick with it.
Sexton is amazed when firms change strategies based on feedback received from lawyers at competing firms.
“Don’t let the committee kill a great idea, and don’t be more concerned about gaining the approval of your competition than leaving them in the dust,” Sexton says.
EXCERPT: Roy Sexton, Director of Marketing at Clark Hill Law and 2023 International President of the Legal Marketing Association – LMA International, has been named to the INvolve People Outstanding 100 #LGBTQ+ Executives Role Model List for 2023.
Other honorees include Julia Hoggett, CEO, LSE plc and Head of Equities, Capital Markets at LSEG; Jen Carter, Global Head of Technology at Google; Avon Neo, Head of Global Markets Sales to Private Banks Asia at Nomura Singapore Limited; Adam Moysey, Chief Financial Officer at NBCUniversal Studio Group; Caroline Farberger, Chair, Board Executive in Financial Services, Investor, G7 Advisor at Caroline Farberger AB; and David Furnish, CEO/Chair of Rocket Entertainment Group/Elton John AIDS Foundation. …
In their recognition, INVolve wrote, “Roy Sexton is the Director of Marketing at Clark Hill PLC. He has actively contributed to the firm’s PRIDE affinity group in terms of messaging and content creation. He has helped align the firm’s marketing efforts to support educational content, both within and outside the firm, via video messaging, social media, Q&As, panel discussions, outside speakers. Last year, their marketing campaign – including their values, diversity and inclusion messaging – was named 2022 Best Marketing Campaign from the London-based Managing Partners’ Forum for a professional services organization. Roy is the 2023 international president of the 4,000-member Legal Marketing Association (LMA) and has been a leadership member since 2021. He also serves on the governance board committee of Mosaic Youth Theatre of Detroit and was marketing chair for Ronald McDonald House Charities Ann Arbor’s board.”
I hope at least once in everyone’s career they get to have a boss like this. It looks like we are about to launch into a duet of “Islands in the Stream.” But actually this was at the end of our #simplytogether22 Clark Hill firm retreat. My boss Susan Ahern (pictured here) told me how much she appreciated my contributions, how meaningful they were, and how important I was to her and to our work family. I said I felt the same about her. There may have been tears (mine … natch).
It’s a rare privilege to work with someone, let alone an organization, that celebrates you for your authentic self, letting you shine in ways meaningful to you. I have that at Clark Hill. Susan has encouraged and inspired me to be myself fully at all times, to center my talents around empathy and grace and compassion, to leverage the strategic “pause,” and to work harder and smarter than I ever have in my life. She’s elevated me and my work in ways I’d never thought possible. She’s been my ally and my advocate, and she’s helped me discover a higher standard for what I do.
Ask for more in life. You deserve it. And one day you’ll find you have the good fortune to have a Susan in your life too.
Thank you to my beloved colleague Maram Salaheldin, an epitome of intelligence and wit and kindness, for snapping this moment for posterity.
P.S. I think that “encore” behind us is prescient and apropos after this amazing event.
EXCERPT: “Human interest is key to understanding the buyer, yet as Roy Sexton of Clark Hill Law believes, the journey is a two-way process. Buyers are increasingly interested in the firm’s culture and each person’s passion for individual causes. Putting himself in the client’s shoes, Sexton expands on this sentiment, ‘I see what your pitch materials look like, but what kind of people are you and do you care about the environment and your community, diversity and equity? They want to know that you’re decent human beings, on top of the fact that you’re a good lawyer. You should provide an authentic performance and tell people that you’re doing things that show your passions.’”
Charlotte writes, “Leading U.S. law firms are looking at pitching in an increasingly wider context and use automation and analytics to free up time to understand the buyer journey and bring more personality to pitches. Months of work is paying off today as we release Pinnacle’s review of ‘How Winners Win’ in North American law firms. It’s different. It’s inspiring. It’s insightful. It’s a glimpse into what firms, who are ahead of the curve do. Reading it, will be 20 minutes well (very well) spent.
“As always, getting ahead is only possible with a community wanting to do bigger and better – with people who will lead from the front, empower others through the benefit of knowledge and see the value of sharing. … Read, share, pass on to a colleague with as much love as I do and if you can spare 15 minutes to let me know what you thought about it, please drop me an email on charlotte.takacs@pinnacle-oa.com!”
Thank you, Paula Tsurutani and Association of Legal Administrators (ALA), for including my humble thoughts in this important piece on the essential need for solid internal #communications. Honored to be here alongside luminaries and friends like Jaffe’s Terry Isner, Davis Wright Tremaine LLP’s Sean Gibson, Builden Partners’ Jocelyn Brumbaugh, Blank Rome LLP’s Frank Spadafino.
EXCERPT: “It was always important for us to facilitate and step back so our leaders’ and colleagues’ voices could be heard — both to inform and to unify,” says Roy E. Sexton, Director of Marketing at Clark Hill Law. “Our chief executive officer John Hensien started a monthly newsletter; our chief human resources officer Kathleen Sullivan worked with her team and the marketing team to increase storytelling about diversity, equity and inclusion (DEI) concerns; and our chief operating officer Phil Ross started a weekly update to provide guidance on the evolving standards and mandates to keep everyone engaged and informed.”
Hearing from top management helped drive more cohesion, revealed a greater sense of humanity and led to increased institutional awareness and pride about the firm’s people and work.
As more employees work remotely or reduce their face time in offices, using a strategic mix of internal communications tools can help raise morale, connect people and projects, and launch efforts that can elevate social impact initiatives or new business opportunities. …
Sexton agrees. “Collaborating with marketing, leveraging great internal stories, whether on a firm intranet or on social media, can create mutual lift.” …
Increasingly, the line between internal and external communication has blurred, especially with the rise of social media and podcasting. Clark Hill saw an explosive growth in podcasts, which mutually advanced employee engagement and business development.
“Everything we are pushing out externally also benefits the internal,” says Sexton. “We released 80 podcast episodes across an array of subjects, and our hosts used these opportunities to engage with Clark Hill colleagues, clients and prospects. When clients see a rich culture, they want to work with us. And talent wants to come work here.”
“Marketing Dynamics: Lawyers and Marketers in Unison … In this episode of the Digital Marketing Master podcast, Roy Sexton speaks acutely on the interactions between lawyers and legal marketing teams on the forefront of his work at Clark Hill Law.”
Thank you, Richard Levick and LEVICK, for this opportunity. I enjoyed our conversation mightily. (We’ll always have elevators. 😉)
“Legal Marketing Association – LMA International President-Elect, Roy Sexton, who leads Clark Hill Law’s marketing, branding and communications efforts speaks with host Richard Levick of LEVICK about law firm marketing, the challenges and evolution of the profession and his own story in a deeply personal and joyous program which has as many laughs as important marketing lessons. Listen here…”
