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Oh, Canada!
In some quarters, there is the misperception that Canadian law firms lag behind their American counterparts when it comes to marketing practices, but in fact Canadian firms are no less sophisticated at marketing. They simply operate in an environment that is vastly different. Based on conversations with various Managing Partners, Chief Operating Officers, Chief Marketing Officers and other legal industry insiders it is clear that the marketing of Canadian law firms suffers more from the structure of the Canadian sector than from any specific approach to marketing.
Market Snapshot
There are five main markets in Canada built around regional city centres: Vancouver, Calgary, Toronto, Ottawa, and Montreal. The big profile firms in the country are based in Toronto, where the lion's share of corporate Canada and influential financial markets fuel Canada's economic engine.
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