Two years after combining with Montreal-based Ogilvy Renault and a year after tying up with Calgary-based Macleod Dixon, Norton Rose has claimed the title of top law firm brand in Canada, according to a survey released Wednesday by market research and advisory firm Acritas.
Norton Rose’s rise to the number one spot on the survey follows its eighth-place finish in last year’s Acritas rankings. The firm’s ascension has been helped by the marketing and publicity surrounding the Canadian combinations and by a vast global platform that has boosted both its favorability and its reputation for multi-jurisdictional work, the Acritas report says.
Like last year’s inaugural Canadian brand index, the 2013 edition is based on the answers to five questions posed to general counsel at 245 Canadian companies: when considering Canadian law firms, which come to mind first; which do they favor most; and which do they turn to for high-value work, M&A transactions, and bet-the-company litigation. In addition, 55 general counsel at international corporations were surveyed about which law firms they use for work in Canada. (Firms earned the points used to compile the rankings based on the order in which GCs mentioned their names; the final scores were calculated on a 100-point scale.)
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