WSW hired to rep law firm partners

NEW YORK: The oldest continuous law firm in the US has chosen the

newest big agency network to represent it as the firm changes its

communications to focus more on positioning partners as intelligent

media sources.

Weber Shandwick Worldwide has signed a one-year renewable contract with

Cadwalader Wickersham & Taft (CWT), taking the account from two-year

incumbent Edelman, which was not invited to pitch for the changed


Paula Zirinsky, CWT director of PR, said WSW will work on overall firm

positioning and message strategy for CWT's offices in NYC, Charlotte,

NC, Washington, DC, and London.

"Our focus now is far more strategic than ever before," said


"Today's marketplace demands that each law firm have a very clear

positioning and identity of who they are and what they can represent to

their clients, as well as to potential attorneys joining the firm."

Billee Howard, WSW SVP and national director of financial media, said

four of the seven people in the practice will work on the CWT account.

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