Called "one of the country's leading experts on law firm marketing" by Lawyers Weekly USA, Ross is known as one of the legal profession's most innovative marketers and strategists. As CEO of Fishman Marketing, he helps professional-services firms generate significant revenue by dominating their markets, whether geographic, or by practice or industry. Fishman Marketing clients have developed tens of millions of dollars in new revenue through strategic marketing planning; branding and differentiation; practice-group and focused marketing; and the development of cutting-edge websites and other collateral materials.
Known for his "educational and entertaining" presentation style, he has trained tens of thousands of lawyers, conducting 250+ firm retreats and training programs on five continents, from Tobago to Thailand - including once presenting on three continents within 24 hours.
Ross was a litigator before moving to 700-attorney Winston & Strawn to practice marketing full-time. He later became Marketing Partner of Ungaretti & Harris where they launched the profession's first Service Guarantee.
Called "the creative mind behind a host of law firm campaigns that have redefined the field" (San Jose Business Journal), Fishman Marketing has launched effective marketing and branding campaigns for many of the world's largest firms and global networks from Indiana to Istanbul.
A Fellow of the College of Law Practice Management, "Col. Fishman" has written over 250 bylined articles, including five monthly columns, and has sat on the editorial board of five national magazines.
Ross has been quoted hundreds of times from the New Zealand Lawyer to National Public Radio's "All Things Considered." He keynoted a series of marketing programs at a 5-day conference in Bangkok to a group of 20 United Nations Asian government ministers and business leaders including, e.g. Fiji, Nepal, Mongolia, and Cambodia. A sought-after expert witness in marketing-related disputes, he has been hired by law firms to consult or testify in precedent-setting branding- and social media-related lawsuits.
FM also created the legal profession's first computer game, RSS-based advertising, TQM initiative, cross-selling program, and recruiting / marketing campaign.
An active LMA member since 1990, Ross was the 1998 Vice President, and has been a member of both the Strategic Planning and Best Practice Task Forces, and chairman and moderator of seven consecutive national day-long QuickStart/Boot Camp programs. LMA's leadership asked Ross to create for the 2010 national conference and host its first full-day, attorney-only program, "Just for JDs," as well as the 2011 program.
Federal Trial Bar (N.D. Ill), 1986
B.A. in Speech Communications, cum laude, University of Illinois, 1982
J.D. Emory University School of Law, 1985
Professional Associations & Memberships
Fellow, College of Law Practice Management (http://tinyurl.com/ygznqtl)
Legal Marketing Association, 1990-2010 (legalmarketing.org)
American Bar Association, Law Practice Management Section
Association of Legal Administrators (ALAnet.org)
Association of Accounting Marketing (AAM)
Honors and Awards
FM campaigns have received the 3,500-member LMA's grand prize, the optional Best of Show award five of the ten times ever presented (see e.g. http://tinyurl.com/ybnk9eo - 2008, or http://tinyurl.com/yz7vwrz - 2006).
Fishman Marketing campaigns also received one of Inc. magazine's ten Marketing Masters awards for "brilliant and successful" marketing campaigns.
Recipient of a peer-selected LMA 1998 Lifetime Achievement Award, Ross was one of four legal marketers selected for induction into the LMA's inaugural 2006 Hall of Fame (http://tinyurl.com/yctdurm).
In 2007, a grateful client had the Governor commission Ross as a Kentucky Colonel.
Ross's article, "A Personal History of Law Marketing" received the ABA's 2006 "Silver Edge Award."
"Ross was going to win awards in so many categories that LMA created the 'Best of Show' award so he'd win one grand prize instead of nearly all the individual trophies." - LMA's In the Loop, Fall, 2009