With the next big legal tech conference still months away and me fresh out of branded stress balls and glossy brochures, I went to the MIXX 2.6 Conference & Expo recently. MIXX is the Interactive Advertising Bureau’s two-day program that kicked off Advertising Week 2006 in late September. What I learned, in addition to the fact that Miramax was named for Harvey Weinstein’s parents, was that there are creative ways lawyers can practice and promote themselves.

In his keynote address, Jeff Zucker, CEO of NBC Universal Television, advised the audience that success in entertainment boils down to programming and quality, catering to the consumer, thinking creatively and measuring performance. In essence, Zucker’s message was that doing great work is not enough. One needs to listen to the client and solve problems in a creative and measurable way.

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