Canadian Lawyer

w w w . C A N A D I A N L a w y e r m a g . c o m O c t O b e r 2 0 1 4 7 better-cost model," says Milstone. Law firms in the region remain unconvinced and unperturbed about the new arrivals. (One lawyer Canadian Lawyer spoke with had never even heard of Cognition.) The equanimity comes from two fronts. First, at least two of the East Coast's three larger firms — McInnes Cooper, Stewart McKelvey, and Cox & Palmer — are seeing themselves in a new light. Traditionally perceived as regional firms, they now envision their market as national and are actively working to develop a clientele across the country. The oil boom in Newfoundland and Labrador is fuelling opportunities for expansion. Firms in the region also see them- selves as affordable — at least in com- parison to larger firms in larger centres. "Many firms in Atlantic Canada have been practising what we call client-tai- lored law for many years — providing fixed fees, watching costs to save clients money, and working from clients' offic- es. In fact, the idea of hourly billing is relatively new," wrote Sandra Goodwin, McInnes Cooper's managing director of client development and service, in an unpublished article she shared with Canadian Lawyer. "'Big law' more accurately describes Toronto law firms, some with hourly rates in the four figures. Cognition will not find those competitors here," she adds. "Here they will find our client- tailored law. If a client wants a fixed-fee arrangement, we provide one." The newfound interest in establish- ing an East Coast law office appears to have peaked, at least for now. Other national firms indicate they are not looking to expand east. "We looked very, very carefully at the Maritimes two years ago. We felt the biggest opportu- nities were still in the major centres," says Matthew Peters, McCarthy Tétrault LLP's national markets leader in Van- couver. Affordable options can be found in the larger cities, he notes. "You can still get lower-cost talent in places like Toronto without having to go to the Maritimes." Ironically perhaps, the arrival of Torys and Cognition in Atlantic Cana- da may spur local firms to more actively exploit the same markets at home and elsewhere with a similar message to the new competition. They may begin to market themselves as an afford- able alternative, says Andrew Fleming, managing partner of Norton Rose Ful- bright's Toronto office. Even without new competition from local firms, he notes, newcomers will be hard pressed to unseat the exist- ing firms. "Regional firms can make a good living on the basis that they do good work and they can supply to other jurisdictions." — DoNALee MouLtoN donalee@quantumcommunications.ca 2014-15 ATLANTIC LEGAL TELEPHONE DIRECTORY STAY CONNECTED TO YOUR LEGAL NETWORK 2014-15 Atlantic Legal Telephone Directory connects you to your legal community providing accurate and essential legal contact information in all four Canadian Atlantic Provinces. Compiled by the respected legal directories group at Thomson Reuters, you can rely on a directory that grows and expands with your legal community. Each year find new and updated names, mailing addresses, email addresses and phone numbers for lawyers and law offices. Also get quick, easy access to: • Law and Barristers' Societies • Courts of Appeal • Federal Court of Canada • Government of Canada departments • Judicial districts and judicial officials • Incorporated Municipalities • Land registration and information services • The Associations of Land Surveyors • Law Foundation • Provincial government departments • Boards and Commissions • Law Related Services, Institutions and Organizations • University law faculties ... and much more. 1FSGFDUCPVOEȕ+VOF ȕ- Multiple copy discounts available 1MVTBQQMJDBCMFUBYFTBOETIJQQJOHIBOEMJOH (Prices subject to change without notice) Stay connected with the 2014-15 Atlantic Legal Telephone Directory. Order your copy today. Visit www.carswell.com or call 1-800-387-5164 for a 30-day, no risk evaluation ntitled-2 1 14-04-17 8:57 AM

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