1. How did you start working in/with the legal marketing industry?
I moved to Los Angeles from Boston in 2007, and was working as a contract attorney while I pursued writing projects. I worked for a small production company reviewing contracts and doing business development; sadly, it was 2008 and it was nearly impossible to procure funding, even for low budget features. I did some freelance marketing and PR work and realized that I really enjoyed working in law firms, and that my skill set and background were an excellent match for legal marketing and communications.
2. How do you describe your job to people outside of the legal industry?
As things have become more and more competitive for law firms, there’s been an increased need for marketing, competitive intelligence, business development and public relations. I have my hands in all of these areas and I’m learning more and more every day.
3. What’s the best part of your work and why?
As a writer, I enjoy tailoring marketing materials for specific pitches/RFP’s and legal industry submissions. Of course, the best part is when this work leads to landing a big client or getting the recognition our attorneys deserve in distinguished trade publications.
4. How do you deal with “impossible” situations?
It’s a cliché, but cool heads always prevail. I’ll usually grab a cup of green tea (I recently quit drinking coffee) and begin strategizing. I also have an amazing team to reach out to at Sedgwick, so I’ve yet to encounter a truly “impossible” situation.
5. If you were to build the “perfect” legal marketer, what skill(s) would they most need?
I think a legal background is helpful. Strong writing and verbal communication skills, a grasp of legal trends, branding and social media and a commitment to constantly proving to your attorneys that marketing and strong public relations are essential to a firm’s success.
6. If you could have any job other than what you currently do, what would that be?
Is Frank Rich’s job taken? No, I’m kidding. I’m currently working on two screenplays and hoping to sell them, which I’m anticipating will be another job all its own!
7. What are your passions outside of work?
Writing, reading, exercising, movies and cable TV series; my wife and I will devour a 4 or 5 season series (currently, Prison Break) in a month or two…we’re addicts. My son (first child) will be born in August, so right now anticipating his arrival is my main passion.
8. What’s your favorite guilty pleasure?
80’s hair metal, and lots of it.
9. Why did you join LMA and is it the same reason you are still a member?
I work by myself in a satellite office, which has its challenges. I knew that it would be important for me to join LMA in order to meet other legal marketing professionals to socialize with and learn from; I’ve also found the seminars and workshops to be invaluable, providing numerous takeaways that I’ve directly applied to my day to day work life. And, yes, these reasons are why I’m still a member; it’s a great organization.
10. What’s your best LMA memory?
I was truly inspired by Simon Mainwaring’s presentation at last year’s CME. The notion that it may be possible to systematically weave socially and ethically mindful practices into our consumer-driven culture, while keeping the “for profit” model intact is a concept I hope will gain more traction with businesses, corporations and law firms.
Contact Information:
Thomas J. McGinty
Complex Litigation Marketing Coordinator
Sedgwick LLP
801 S. Figueroa Street, 20th Floor
Los Angeles, CA 90017
(213) 650 8030
(213) 426 6921
http://www.sedgwicklaw.com/