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If you’re going to convince over 500 lawyers (including some of Canada’s top litigators) that there’s a cheaper, more effective way to market, you’d better have a pretty compelling argument.

Legal Marketing may not be sexy but, when done right, it sure is exciting!

Thanks to my experience with the branding of international companies like Biovail Pharmaceutical and the management of the BlackBerry brand in my role as Global Creative Director, I was brought in to oversee and manage the rebrand of Fraser Milner Casgrain LLP to FMC Law.

In just over 2 years, I was able to more than double spontaneous brand favourability by creating a memorable brand that was paired with almost 100 digital campaigns focused on international, national and local firm level activity, national practice group initiatives and cross-border efforts that leveraged various strategies including ROS ownership of prominent digital properties in the legal space, display advertising, sponsored content, SEM, social and more.

The highlight of the digital marketing efforts was working with the practice area leads in an effort to develop what came to be known as the “FMC Webinar Series” which, for the first time in the firms history, allowed us to track digital efforts right through to billable hours by way of following series registrants through our CRM system into our billing platform. Any webinar series registrants added into the CRM system, that then transitioned to billable hours, were directly attributed to digital marketing efforts… and there were many.

Reporting directly to the C-Suite, my team was responsible for the rebrand, brand governance – aka the “brand police” – and the transitioning of literally thousands of branded collateral items into the new brand.


FMC Webinar Series

Brand Health Study Results