Ten Questions With: Jeffrey Morgan, Principal, Moiré Marketing Partners
1. How did you start working in/with the legal marketing industry?
I’ll admit it – I entered into legal marketing entirely by chance. I was living in Manhattan and went to school for professional theatre. I had an accident, and while I was recovering I found myself at a Public Relations firm where I was spotted and recruited by Steven Brill of The American Lawyer. Steve was my first of many mentors and in the late 1980’s “law firm marketing” was just beginning to take root at some firms. I was able to start the first Law Firm Advertising and Marketing Division at one of the country’s leading and most important magazines under Steve’s direction – much to my surprise. Slowly I found that I had become the principal brand ambassador, after Steve left The American Lawyer, for what was to become American Lawyer Media and Court TV, Law.com and now ALM.
2. How do you describe your job to people outside of the legal industry?
I’m a marketing and business development consultant to professional service firms, principally law firms. I do everything from working with them from when they go through a merger to developing and designing a new web site that speaks to their target audiences in a meaningful and strategic manner.
3. What’s the best part of your work and why?
I enjoy interviewing lawyers the marketing professionals at a law firm when we first starting working with them – our discovery. I like working with creative thinkers and problem solvers. Lawyers, marketers and business development professionals should all be excellent problem solvers and it’s great getting to know these people and slowly watching them reveal their culture, brand and the attributes that make that firm unique and unlike any other firm.
4. How do you deal with “impossible” situations?
If you have a problem, admit it, own it and then work cohesively as a team to bring about a positive solution to the problem. Finger pointing solves nothing and only pushes people away.
5. If you were to build the “perfect” legal marketer, what skill(s) would they most need?
Leadership and trust in their team. No one can do everything, but you should be able to see the big picture and be ready to pick up the ball at any moment and identify the right person to get the job done (be they in-house or an outside consultant). If you don’t know who to delegate something to, or you don’t have a “marketing team” to delegate to, reach out to your LMA colleagues, our community is an excellent resource, use it to your advantage.
6. If you could have any job other than what you currently do, what would that be?
Teaching theatre, music and communications to young people.
7. What are your passions outside of work?
My number one passion is my family. Since becoming a parent there is no better joy than spending time with my daughter and planning for the holidays, birthdays and we throw one mean Halloween party. Don’t ask me how much space the Halloween animatronics take up in our garage!
8. What’s your favorite guilty pleasure?
My favorite guilty pleasure and a bit of a secret is that I am a black tea snob. I blend my own teas and have my own blend for iced tea that people beg me to give to them, which I tend to drink through out most of the day. Also, I’ll admit I’ve been spotted in the truffles section of a good chocolate shop. Belgian chocolate is a particular weakness.
9. Why did you join LMA and is it the same reason you are still a member?
I joined LMA to meet others that were doing what I was doing and in the late 80s there were not many of us. I’m still a member for the same reason, I like belonging to a community where smart people exchange ideas, thoughts, and sometimes just need a confidential ear. Over the years I have had the opportunity to work with and get to know some of the true pioneers, innovators and leaders in this industry. I have tried to take every opportunity to learn from them and hopefully some them and others have been able to learn a thing or two from me as well. LMA is a great circle of intelligence and ingenuity – I hope to be a part of this community for years to come.
10. What’s your best LMA memory?
My best memory of LMA was at the National Conference in Toronto. I was on the conference committee and on the National Board at the time, (if there was anything to do for the vendors Jeff Reade or I was placed in charge of it during that time). My daughter was due soon and many good friends, too many to list here, threw a surprise baby shower for Katie who is now nine. To this day Katie has many treasured momentoes from that shower and we had the best Baby Shower Cake I’ve ever seen! My only problem was getting all the booty home in the luggage I brought.
That’s how generous LMA members are and how generous I still find them to be. My thanks to all my colleagues and LMA friends for being there for me – I hope I’ve been there for you when you needed my support and assistance as well. One thing is for sure; we have each other’s back!
CONTACT INFORMATION:
Name: Jeffrey Morgan
Title: Principal
Company: Moiré Marketing Partners
Address:
4161 Annapolis Road. Lakewood, CA 90712; and
1710 Rhode Island Ave. NW, 8th Floor, Washington, DC, 20036
Phone: (562) 425 - 7600 and (202) 822 - 0100
Fax: (562) 452 - 7667
Website: http://www.moiremarketing.com/