Legora did a deal with a famous Swedish golfer, now arch-rival Harvey has formed a brand partnership with none other than Harvey himself, or rather Gabriel Macht, the ‘Suits’ actor who played the role.
It’s the first time Harvey has done this kind of sponsorship deal, but one has to admire their directness! Cutting a deal with the person, or rather persona, who your company is named after is quite a move.
The legal AI platform added that the move comes at the same time as it’s launching an Instagram account.
Winston Weinberg, CEO of Harvey, said: ‘Gabriel’s legendary performance as a lawyer continues to inspire people to pursue law. To that end, there’s no better spokesperson to support Harvey’s global brand growth and the launch of our Instagram account than Gabriel Macht.’
Meanwhile Macht commented: ‘I’m partnering with Harvey because I care about where this company goes. I want to support a responsible approach that keeps public interest in view. Harvey’s momentum over the last 3+ years has made it a leading legal AI platform, helping teams change the way they work with AI, faster and with more clarity. I’m grateful to join at this moment, and I’m thrilled to be a part of a company helping so many lawyers and aspiring lawyers change the way they work with Harvey’s AI platform.’
Is this a big deal?
Well, it’s kind of fun, but there is a more serious aspect to this, at least for market analysts, and that’s the lengths that Harvey and Legora are now going to in order to make a bigger splash.
Both moves are way outside ‘traditional legal tech marketing’, and neither company has divulged what they’ve spent, but it’s clear that neither the golf deal, or the TV actor partnership, would have been on the cheap side of things.
For the other players in the market, this then poses something of a challenge. Do they follow this path, spending large amounts of their budget on celebrity deals in order to attract more attention to their product, or do they say: ‘We can’t compete with this, and won’t try to.’ Plus, it makes one wonder what will come next?
The thing is, if their rival Legora announced next week that they are going to do a deal with Megan Markle – a co-star of Macht’s – (and also married to an English chap, apparently…) this site would not be surprised.
More about Harvey here.
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