Law360 Expert Analysis: The Law Firm Merger Diaries

Law firm mergers are happening at a record pace — nearly 50 combinations closed in the first three quarters of 2025. But as Womble Bond Dickinson’s Chief Marketing and Business Development Officer Ashley Horne explains in a recent Law360 Expert Analysis, success isn’t just about scale. It’s about brand, culture, and communication.

Drawing on WBD’s recent merger with Lewis Roca Rothgerber Christie LLP, Ashley emphasizes the importance of planning well ahead of the announcement. A clear communications strategy ensures consistent messaging across audiences, from clients and attorneys to media and internal teams. She highlights the need to segment messaging, select the right channels, and sequence outreach so partners and clients are informed before the news becomes public.

Flexibility is also critical. Even the best-laid plans can be disrupted by leaks, so firms should prepare contingency strategies to maintain control of the narrative. Post-merger, attention shifts to integration, which includes answering practical questions, fostering a unified culture, and spotlighting collaborative successes to build engagement.

Ashley also points to the role of modern marketing tools in amplifying merger messaging. Targeted, account-based campaigns can deliver impact without the cost of traditional advertising, especially in markets where legacy brands hold strong recognition.

Her perspective underscores that mergers are as much about people and culture as they are about strategy. By prioritizing clear communication and brand alignment, firms can transform complexity into opportunity.

Read the article on Law360 (subscription required) or view the full-text PDF here.