- Feb 17, 2018
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Hey, I'm still finishing up, but in the meantime here are some initial thoughts. I'll use Norton Rose for short (although I know the firm hate when students do this !).
How Norton Rose transformed itself
- Recent applicants probably only know Norton Rose as a huge global law firm. But that's only a recent phenomenon and it's a testament to how quickly the firm has grown its brand. In 2008/9 Norton Rose was a decent mid-sized firm that - in the CEO's own words - was trying to replicate Linklaters. And even as it was caught between the magic circle and boutiques, firms like Simmons & Simmons still boasted a higher turnover and PEP.
- Norton Rose decided to narrow its practice-area focus and concentrate on becoming a member of the international elite. Between 2009-2013, the firm made use of Swiss verein structures to quickly expand across the globe, entering Australia, Canada, South Africa and the US.
- In those five years, Norton Rose grew revenue from £297m to £1.1bn and its partner headcount from 246 to 1,156. All of a sudden, Norton Rose was a different beast altogether and many UK rivals followed suit. Norton Rose wasn't following Linklaters anymore.
- Its most impressive merger was with Fulbright in 2013. Not many firms had successfully carried out a merger with a US firm and after that, Norton Rose became a top 10 global law firm in revenue and lawyer headcount.
- After those mergers, Norton Rose spent some time on integration and in particular investing in Asia and Africa.
- But recently, it looks like Norton Rose has been pursuing a second transformation. The firm opened offices in Europe, returned to Canada for a merger with Bull Housser, invested heavily in the US through lateral hires and another merger with Chadbourne & Parke, and boosted its Australian practice with another merger.
- Transformation 2.0 gave Norton Rose about 4000 lawyers, revenues of up to $2 billion and 59 offices in 33 countries. In its $1-2bn bracket, Norton Rose has the biggest partnership and largest international footprint, according to The Lawyer. It's so big that it's almost double the average in its bracket.
- The firm wins a lot of work by pitching its global presence. For example, the firm won M&A Team of the Year in the 2017 Legal Week Africa Awards for its work advising Barclays. Barclays noted that few firms had such a strong presence in both Africa and London. In fact, Norton Rose is one of the most established firms operating on the African continent.
- An article by The Lawyer rated Norton Rose as the most international law firm in the world with 86% of its partners outside the UK. In 2016-17, 80% of its revenues were also outside the UK.
- Norton Rose leads the market in energy work. The mergers mean Norton Rose can leverage its global practice to win work for major corporations. That was a big reason behind its merger with Fulbright as its base, Houston, is a key market for energy work. Chadbourne & Parke also brought its energy practice to the table and gives Norton Rose a deeper US platform. According to The Lawyer, Norton Rose now has one of the largest global energy practices in the world.
- At the moment the firm is undertaking a number of big efficiency projects. That includes a very expensive global management system, investment in business services centres in Newcastle and the Philippines.
- Part of the reason behind that may be profitability. The firm may have grown in size but it hasn't really grown its profitability. In fact, its PEP was higher a decade ago. Swiss vereins may have helped Norton Rose reach everywhere, but at what cost?