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Newly Merged Legal Giant Dewey & LeBoeuf Leverages Promotional Gifts to Celebrate Company Milestone

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Challenge: Build rapport and establish a sense of common pride internally among newly merged companies
When the law firm powerhouses Dewey Ballantine and LeBoeuf, Lamb, Greene & MacRae merged after behind-the-scenes negotiations, they created what is now the 11th largest law firm in the U.S.: Dewey & LeBoeuf. The new firm, with more than 1,300 lawyers, is also credited with ownership of both the largest New York and London offices of any U.S. firm. Although the firms quickly ended fast flying rumors by confirming rumors of the merger early on, anticipation continued to run high until October 1, 2007—the official date of the merger.
On that date, the new Dewey & LeBoeuf team wanted to present a promotional gift to the new staff to help quickly establish a shared sense of pride and build rapport among the new family members. The plan: to leave a special merger-announcement gift on each employee’s desk on the morning of October 1st.
Solution: A gift for every desk—an imprinted notebook and pen in the high style of the new, esteemed law firm!
The gift, we knew, had to be in keeping with both firms’ rich heritage and premier reputations; it had to be top-notch. It also had to be functional and highly visible; something law firm employees would be pleased to use before respected clients and potential clients.
The brainstorming began. Before long, the Dewey & LeBoeuf team and we had selected just the right item: a spiral notebook imprinted with the new firm’s name on the cover. As an added bonus, each employee would also receive a stylish, high quality pen.
Result: The notebooks help usher in a new era for the firm
On the morning of October 1st, employees throughout the newly-merged firm’s 26 offices across four continents arrived to find their new notebooks and pens on their desks—a perfect way to develop a sense of community among the formerly separate teams and to officially announce the merger on its effective date. The Dewey & LeBoeuf team was so pleased with the gifts and employees responses to them that they have since reordered for various events on four other occasions.
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Dewey & LeBoeuf Merger (PDF Version).

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