5 questions to John Morgan about the law firm jingle contest

In addition to running innuendo-laden TV commercials and billboards for Morgan & Morgan, the largest law firm in the United States is auditioning jingle writers, offering a salary of $ 100,000 for the song la more eye-catching.

The big check is worth every penny, said John Morgan, the lawyer who pioneered advertisements for law firms ranging from yellow pages to TikTok videos.

Morgan & Morgan has more than 700 attorneys in offices across 49 states. We met him while he was in the company‘s Brooklyn office, where he was filmed as he narrowed down the jingle contest winners to the top five. The winner will be named by the end of the month.

Related: Law firms fight over whether more is better

The success of the contest – Morgan said there had been a “tsunami” of entries – inspired him to hold more crowdsourcing contests in the future.

Morgan spoke of the upper crust’s “white-shoe law firms” cringing at his advertisements. The jingle contest is another sign that he continues to break protocols in this department.

What prompted you to organize a jingle contest?

I knew this would get a lot of social media engagement. Clicks, likes and views more than paid for it. We’ve had millions and millions and millions and millions of views. The $ 100,000 we’re going to pay will pay off 10 or 20 times in eyeballs.

Jingles can be tricky. The “Kars4Kids” jingle was used as a joke on the TV show The right place as an instrument of torture. Is it gonna be an earworm?

It will be something you want to sing along to and hard to get out of your head. I know who is the winner. Many of them made videos and their rooms were like music studios. The visual on the winner was off the charts. Think Morgan & Morgan meet Witch Blair. It’s not commercial grade, but it’s good enough that you say “Wow”.

Did they have a course in law school on how to select an advertising jingle for your law firm?

I was not in the top 10 percent of my law school. I was the one looking out the window dreaming and plotting. I think it’s more innate. White-shoe law firms frown on advertising, but they have what’s called billable time. I call billable time theft. When they overcharge, they call it padding, creative billing or whatever. I call it theft. These white-shoe law firms require people to bill 2,800 to 3,000 hours per year, which is physically impossible. When we don’t win, we don’t get paid. So they despise the jingle, but I despise the billable time. We are quits.

Morgan & Morgan’s “Size Matters” billboard, left, seen along US 19. A few miles from the motorway, the Berlin law firm posted an ad in response that read: “Better is better”. [ CHRIS URSO, BOYZELL HOSEY | Chris Urso and Boyzell Hosey | Times ]

What did you think of the phallic-humor billboard commentary “bigger is better”?

My PR people always break down because they think everything’s a hit song, and I don’t think so. We all know what’s going on here. The increase in business with the Size Matters campaign is dramatic.

I was watching GEICO, Progressive, Farmers, Allstate. They all have very funny ads. Insurance is a very serious matter. Can I try to be funny and serious at the same time? There are a lot smarter pros than me who have decided that being funny can be as effective or more effective than being an undertaker. This is why I did it. The leaf blower commercial, the airplane seats commercial. We tried our luck. We had a lot of fundamentalist Christians calling us on big questions and I just said, “Please get your head out of the gutter. “

A guy who started in the Yellow Pages is now on TikTok. It’s an incredible arc. What was your strategy?

Some people don’t evolve. People who had stagecoaches did not change. But Gucci, which made saddles, has moved on. They made handbags. The saddle is old fashioned and TikTok is the new one.

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