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CHICAGO-DLA Piper Rudnick Gray Cary, the world’s second-largest firm, is expected to announce in September that it is taking a new, shorter name to strengthen its international brand after a wave of mergers in the past seven years brought together practices in the United States, Europe and Asia. The firm felt that spending on the marketing strategy was important to build on the legacy of the individual firms while pushing forward with a “new vision” for the consolidated entity, said Louis Cohen, a managing partner in the firm’s Chicago office, its largest U.S. location. “Right now, the firm name is not that manageable,” he said, declining to say what the new name might be. A British Web site, The Lawyer.com, reported last month without citing sources that the firm would become “DLA Piper.” In a three-way merger in January 2005, London-based DLA combined with Piper Rudnick, which had its main offices in Chicago and Baltimore, and with Gray Cary Ware & Freidenrich of California. The combination knit together about 1,350 attorneys from the two U.S. firms with DLA. The firm now has 3,100 lawyers in 22 countries and 59 offices. Broadening scope In expanding the firm internationally, DLA Piper has sought to build on the firms’ strengths in five practice areas-litigation, corporate and finance, real estate, government affairs and intellectual property-and to attract more large, corporate clients, said John Corey, a spokesman for the firm in Chicago. The firm is also trying to broaden its scope of services in some regional offices with more growth expected in cities such as Atlanta, Dallas and Austin, Texas, Cohen said. One of the biggest challenges for the firm has been educating existing clients who have long used the firm for a particular type of work that DLA Piper now has a broader range of services, he said. In the merged firm’s first year last year, revenue was $1.54 billion, net operating income was $616 million and profit per equity partner was $1.04 million.

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