Jonathan Asperger
Jonathan Asperger has devoted the last 20 years to helping partners land new business, including 12 years building marketing departments from the ground up as the CMO of Mayer Brown and Seyfarth Shaw. A former copywriter at Leo Burnett advertising, Asperger earned an MBA at the University of Chicago and then set sales records in 8 years as a marketing consultant and sales manager at Dun & Bradstreet.
Asperger’s successes range from PR – Mayer Brown’s 2002 combination with Rowe & Maw was named The Lawyer as the best transatlantic merger to date; to credentialing – Mayer had more Chambers-ranked partners than any firm but Skadden during his tenure; to collateral – his retrospective commemorating the firm’s 125th anniversary was named “Best in Show” for 2007, and placed in the archives of the Chicago History Museum.
Asperger’s primary focus, however, has always been on working one-on-one with partners to win new business. He believes in substantive marketing, with an emphasis on product rather than promotion. Lawyers are coached to use marketing not to describe their virtues, but to deliver genuine value to clients.
A frequent speaker on webcasts and at conferences, Asperger’s topics range from “The Top 10 Lawyer Marketing Mistakes” to “How to Conduct a Successful Clients Sales Call.” He has written more than 20 articles on law firm marketing and is the Managing Editor of Law Leader Quarterly, West’s new magazine on law firm management issues.
