Several years ago, I was part of a proposal to a large tech company to create a custom, build-to-suit, build-to-serve law firm to handle the company’s IP work. The company showed interest, but ultimately it was too big a leap to make.
That was then. Crain’s Chicago Business is reporting today on an ad created by “Omnicom’s We Are Unlimited, which was created and tailored for McDonald’s in late 2016 after a competitive review.” So we have a piece of Omnicom now devoted exclusively to McDonald’s. The question, obviously, is whether this foreshadows things to come.
When clients complain about their [fill-in the blank–ad agencies, law firms, accounting firms, engineering firms, etc.], one possible answer is “build-to-suit.” The concept works incredibly well in the real estate area. Why would it not work with a custom built law firm (or whatever)? The answer is, it will. It will just take one committed client to make it so.