Novack and Macey
An outstanding “Small But Mighty” litigation boutique.
Incredibly smart and talented trial lawyers, they are as good as the biggest litigation firms, but in a smaller, more collegial and easy-going environment.
Led by renowned trial lawyers Eric Macey and Stephen Novack, the lawyers are intellectually rigorous, business-savvy, and tenacious. When everything is on the line, they’re the guys you want in your corner.
If you hire them, you’ll have a small, dedicated team; everyone on the team will be involved in the case, the retained partner will stay on it without passing the client from lawyer to lawyer.
It’s a solid model. Working closely with the marketing partners, Monte Mann and John Schonkweiler, the award-winning “Small But Mighty” campaign had helped put the firm on the map, and it was time to freshen the message and focus directly on increasing referrals, marketing directly to their referral network and the Chicago-area legal community.
They had a steady stream of work from satisfied clients and client recommendations. But most litigation boutiques receive a sizable amount of their work as referrals from other law firms that have a conflict, need a lawyer for a co-defendant, or don’t have litigation or trial capabilities.
The new solution was to turn the firm name into a verb, i.e. to “Novack and Macey” something would mean to “send a litigation referral,” e.g. “We Novack and Macey’d it. ”It’s a memorable way to reinforce the firm name right in the headline, while also explaining clearly the behavior we want from the readers.
