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By January 13, 2015 No Comments

In 2000, we represented 250-lawyer Wildman Harrold Allen & Dixon in a law school recruiting and branding project.  wildman ad shaved head

Obviously, the most-powerful and -memorable part of the name was Wildman, and we sought to leverage that a variety of ways, including the attached ad.

Formerly known as Wildman Harrold Allen & Dixon, (now Locke Lord) or simply and ill-advisedly “WHAD,” this was an established, collegial, high-quality, Chicago-based law firm.  I remember fondly the late H. Roderic Heard, the charming marketing partner; and kind Max Wildman, the brilliant founder, one of Chicago’s top trial lawyers.

Over the years, in addition to significant marketing training, we marketed and branded the firm and a few of its practice areas.  The firm later shortened their name to “Wildman Harrold.”

But “Wildman” is now gone, lost to the inevitable merger negotiations as a previous merger became “Edwards Wildman,” and in 2015 “Locke Lord Edwards.”  But here’s one last salute to a great old firm with an equally great name.

“When it’s your business on the line, you need a Wildman.” 

– See more at:


“A Classic Law Firm Branding Campaign”:

Our work was referred to as “a classic law firm branding campaign” in the January 12, 2015 edition of The Am Law Daily, inName Game: Farewell to the Wildman (and Palmer),” by Brian Baxter, the terrific Deputy Editor and Senior Reporter at ALM Media.

Read the full article here.

Wildman AmLaw Fishman Marketing