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
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.