Canadian Lawyer

"By the time I was there, guess who was there? Jeremy. Jeremy beat me, with community groups and in the media, sponsoring the "know your rights" segment on the CP24 news channel, hosted by for- mer Ontario Provincial Police officer-turned TV reporter Cam Woolley. A photo on the firm' " jokes his uncle on the video. In addition to its advertising, the firm has gained a presence receiving an Ontario Safety League award from its president Brian Patterson, with Ontario Transportation Minister Kathleen Wynn also in the picture, at the award ceremony. Diamond & Diamond also periodically issues news releases s web site shows Jeremy Diamond & Diamond is not the Walmart of the personal injury industry. There is just a strong focus on doing an effective job of sending the message — not a simple feat in this industry, s marketing strategy: "Diamond to the firm's web site. While the Diamonds highlight their more to comment on the personal injury industry. Such a release from Sept. 14 outlined some of the firm' listed Jeremy Diamond as the director of marketing at the firm and "amongst the best marketers" in Toronto. In the release, he also promised to build on the name recognition of the firm and "grow the brand" as "an authority, as well as a trustworthy com- munity member. The goal: gain a following and keep them inter- ested." Clearly, the firm has had an impact, despite its relatively small " said the release that size and litigation experience, compared to its competitors. David Diamond was called to the bar in 1981, while Jeremy Diamond was licensed to practise in Ontario in 2008, seven years aſter grad- uating from Thomas H. Cooley law school in Michigan, according UNLEASH THE POWER OF LOOSELEAF The Carswell eReference Library® Employment Law Collection EMPLOYMENT LAW MANUAL: WRONGFUL DISMISSAL, HUMAN RIGHTS AND EMPLOYMENT STANDARDS THE HONOURABLE MR. JUSTICE JOHN R. SPROAT Online only ORDER # L99211-64203 $401 Print + Online ORDER # L99210-64203 $436 Print only ORDER # 9340417-64203 $436 DISCRIMINATION AND THE LAW WILLIAM PENTNEY Online only ORDER # L99186-64203 $316 Print + Online ORDER # L99185-64203 $344 Print only ORDER # 8202148-64203 $344 Supplements invoiced separately. Shipping and handling are extra. Prices subject to change without notice and subject to applicable taxes. Visit www.carswell.com/ereference What do your clients need? The means to move on. Guaranteed . ™ Baxter Structures customizes personal injury settlements into tax-free annuities that can help your clients be secure for life. Need more information? Contact us at 1 800 387 1686 or baxterstructures.com www.CANADIAN Lawyermag.com N O VEMBER / D ECEMBER 2012 29 ntitled-2 1 12-03-12 3:20 PM than 30 years of experience in the personal injury field, the firm operates primarily as a referral service — sending clients to other firms — rather than as litigators. This is disclosed in smaller print within the "firm overview" section of the Diamond & Diamond web site. "Our firm is primarily a referral source and initial screen- ing assessment agent. Our firm will not represent or suggest that we will act for the client. All retainers are clearly explained and signed with our associate firm who will have complete carriage of your case from start to finish," states the web site. The referral fees and associate firms are not listed on the web site, although it does stress this information will be explained to every client, as is required by the Law Society of Upper Canada. Canadian Law- yer contacted Diamond & Diamond but neither lawyer could be reached for comment. The advertising campaigns of Diamond & Diamond and other firms in this field have increased the pressure on competitors to respond, even those that focus on serious injury cases rather than volume. At the same time, lawyers such as those at the Personal Injury Alliance prefer to talk about the bigger picture when dis- cussing its marketing venture. "I am not going to comment on any one firm specifically, Orlando. "There are a whole range of firms that have started to advertise. sponse to what Orlando describes as an increase in "business- to-consumer" advertising. "We thought, maybe it is time to take The decision to form the Personal Injury Alliance was a re- " " says Dale Orlando, a partner at McLeish

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