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Buchanan Ingersoll & Rooney has hired a new chief marketing officer to oversee the marketing, communications and business development efforts of the newly merged firm. Mark P. Trice, most recently director of sales and business development at DLA Piper Rudnick Gray Cary, joined the firm during the last week of June. He is the first person with the CMO title at Buchanan Ingersoll, but firm chairman Thomas L. VanKirk said that the firm has had people handle some of the same functions under a different title. VanKirk said law firms have been heading in the direction of hiring CMOs and said he felt it was time to formalize the job at Buchanan Ingersoll. “I really wanted to strengthen our nonlawyer management,” he said. Buchanan Ingersoll had made the decision to hire both a CMO and an executive director at its management retreat in the beginning of 2006, he said. After that, the focus was mainly on hiring the executive director, which is a position the firm hasn’t had filled since 1985 and is still open, he said. Trice had called VanKirk when a mutual acquaintance told him that Buchanan Ingersoll was looking to hire a CMO, and things went from there, VanKirk said. Trice said he had specific criteria in mind when looking for a law firm, focusing mainly on progressive and entrepreneurial outlooks. “There’s only a few law firms around the country that I think truly understand what it means to do business development,” he said. “I’m being generous there.” While the marketing, communications and business development functions will all be under Trice’s purview, his main goal will be to capitalize on the firm’s recent merger with Klett Rooney Lieber & Schorling through client-teams and cross selling practice areas, he said. “What we would really like Mark to focus on is the sales activity [and] client development,” VanKirk said. Trice, who moved up to Pittsburgh from Austin, Texas, for his new position, has experience with large combinations through his work at DLA Piper. Prior to the triple combination of Gray Cary, Piper Rudnick and DLA in late 2004, Trice was director of business development for Gray Cary Ware & Freidenrich. At Buchanan Ingersoll, Trice said he wants to “focus on taking advantage of opportunities to really solidify our relationships with clients that we picked up by doing this combination.” Part of the client-team approach that groups together lawyers from various practice areas to serve a single client will now include integrating those teams to incorporate attorneys from Klett Rooney and the firm’s merger with 55-attorney Burns Doane Swecker & Mathis, VanKirk said. Buchanan Ingersoll has used the client-team approach for more than two years now, and Trice said the most recent merger would give the firm the opportunity to “reinvigorate” that process. Most of his time since so far has been spent on cross selling and the client-team approach, Trice said. More firms will probably start talking about the client-team approach, Trice said, but few really understand how to do it. Peggy Dixon of Abelson Legal Search said that there has been a lot of resistance at the partner level for firms trying the client-team approach. “Firms will tell you their cross-selling experience hasn’t been embraced firmwide,” she said. “It’s fallen down in many, many firms because the level of trust is not there from attorney to attorney.” Dixon said partners are sometimes wary of who will be the lead contact for a client. It can also be difficult, she said, getting attorneys from different offices to care about what the other office is doing. Practice development is one of the fastest growing aspects of marketing, Dixon said, adding that Klett Rooney and Buchanan Ingersoll never did too much with that type of development. “He’s going to be invaluable,” Dixon said of Trice. “He totally addresses that world.” She said that Trice’s experience with mergers and business development at DLA Piper will be helpful to Buchanan Ingersoll. “It’s not going to happen overnight for BI and Klett,” Dixon said. “This type of thing takes a lot of ground work.” Trice isn’t the only one focused on integration since the completion of the Klett Rooney merger. Former president and managing shareholder of Klett Rooney, John A. Barbour, was named chief diversity and integration officer at the combined firm. He was traveling and was unavailable for comment for this story. VanKirk said the firm has made some moves in terms of office space by integrating the Pittsburgh offices last weekend and moving into Klett Rooney’s former space in Wilmington, Del., in July. VanKirk said the firm has not seen any attorneys leave since the merger was finalized. Mark J. Foley, Raymond A. Kresge, Andrew J. Rolfes and George A. Voegele Jr. left Klett Rooney for Cozen O’Connor right before the shareholders for each firm voted on the merger. VanKirk said “several” associates went with the group, but he could not remember the exact number. He said that he thought it was four attorneys in total, but said that there were associates that left as well. Foley, Kresge, Rolfes and Voegele were all shareholders at Klett Rooney. VanKirk said the firm’s merger has had the opposite effect of attorneys leaving the firm. “We have had a rapid increase in people that want to interview with us,” VanKirk said. “They see us as a firm that’s really concentrated on Pennsylvania.” The firm now has offices in Pittsburgh; Harrisburg; Philadelphia; Alexandria, Va.; New York City; Buffalo, N.Y.; Washington, D.C.; Miami; Tampa; Aventura, Fla.; Wilmington; Princeton, N.J.; Newark, N.J.; Cleveland; San Diego; and the Silicon Valley.

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