You are a law firm CMO and you have smart attorneys who know things your competitors do not. But nobody outside your firm knows that yet. Greentarget PR agency built its firm to solve this challenge.
Thought leadership PR for professional services is its entire focus and not a side practice or a niche offering. It is all the firm does.
Founded in Chicago in 2004, Greentarget PR agency has spent over 20 years helping law firms, accounting firms, management consultants, and financial services organizations build genuine market authority.
Its client list includes some of the most respected names in the AmLaw 100, including Sidley Austin, Holland & Knight, Hogan Lovells, Foley & Lardner, Littler Mendelson, Perkins Coie, and Norton Rose Fulbright, according to its O’Dwyer’s profile.
This article is a detailed case study of how Greentarget PR agency approaches thought leadership PR for B2B professional services firms. It covers real campaign results, verifiable award recognition, and an honest look at who this firm is — and is not — right for.
Greentarget PR Agency and The Case for Specialization in Thought Leadership PR
Most PR agencies take on any client who fits their revenue model. Greentarget PR agency since its founding focused exclusively on B2B professional and financial services organizations.
That narrow focus is both its greatest strength and its most honest limitation.
According to its O’Dwyer’s profile, the firm has a team of 60 spread across offices in Chicago (its headquarters), New York, Los Angeles, and London. That scale is unusual for a firm that serves a single category.
The firm’s record in thought leadership PR is documented through two decades of work, a proprietary research program, and a list of industry awards that speak to creative and strategic quality.
Greentarget PR agency was named New Agency of the Year in 2005 by the Holmes Report. It received the 2018 Diamond SABRE Award from the Holmes Report for Best Research and Planning, one of the most rigorous awards in the PR industry.
It earned PRSA’s Silver Anvil for Integrated Communications in 2020. And in 2025, it and its client, BRG, won a Gold MarCom Award for BRG’s ThinkSet magazine.
Each of these recognitions comes from peer-judged processes with clearly defined criteria. They represent the agency’s consistent ability to produce work that meets the standard of the profession’s most respected evaluators.
Who does Greentarget PR Agency serve
- AmLaw 100 and AmLaw 200 law firms seeking media authority
- Boutique law firms building niche sector expertise
- Accounting and audit firms competing for Fortune 500 business
- Management consulting firms navigating commoditization
- Commercial real estate firms seeking differentiated positioning
- Financial services organizations targeting C-suite buyers
- Legal technology and professional services companies
Accordingly, if your organization operates in one of these sectors and your primary communications challenge is building authority among sophisticated B2B buyers, Greentarget PR agency is likely designed for your situation.
However, if you need consumer PR, hospitality communications, or B2C brand campaigns, this may be the wrong agency for you.
Greentarget PR’s Frost Brown Todd’s California Expansion
In early 2023, national law firm Frost Brown Todd merged with California firm AlvaradoSmith. The merger expanded Frost Brown Todd’s reach into one of the country’s largest legal markets.
But being new to California meant the firm had limited brand awareness with the buyers who mattered, in-house counsel and C-suite executives looking for outside legal counsel in the region.
After Greentarget PR agency led the communications strategy for the merger announcement itself, the challenge shifted.
Now it was time to build sustained brand recognition for Frost Brown Todd in California.
That meant getting their attorneys quoted, published, and positioned as authoritative voices on the issues California-based companies cared about most.
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The Greentarget Thought Leadership PR Approach
The Greentarget PR agency team built a plan combining earned media and LinkedIn-driven content.
The earned media strategy relied on the firm’s existing relationships with top-tier legal, business, and national publications.
The digital strategy used LinkedIn to distribute targeted content to the specific audiences Frost Brown Todd needed to reach in California.
The campaign used thought leadership PR as the core mechanism.
Rather than generic press releases, the team developed attorney-led content tied to live news hooks, practice area developments, regulatory changes, and emerging legal issues affecting California businesses.
Verified Campaign Results
According to Greentarget PR agency’s published case study on its own website and confirmed by DesignRush’s independent review, here is what the campaign delivered in six months:
| Metric | Result |
| Total media results secured. | More than 30 in six months |
| Featured quotes from attorneys | 11 placements |
| Published attorney byline articles | 13 articles |
| Key outlets | Wall Street Journal, Business Insider, Bloomberg Law, Law360, San Francisco Chronicle, California Globe |
| Trade outlet coverage | Industry Week, Human Resources Director, Security Magazine |
| LinkedIn website traffic growth | 10% increase by the end of the year |
| Average LinkedIn click-through rate change | More than doubled (200%+ increase) |
| Direct business outcome | The LinkedIn program led to new clients and referrals for California attorneys. |
These results are specific, attributed to a named client, and published on the agency’s own website.
The LinkedIn CTR increase is particularly notable because it represents actual buyer behavior prospects clicking through to learn more about specific attorneys.
BRG ThinkSet Magazine
Berkeley Research Group (BRG) is a global consulting firm that advises major organizations across disputes, investigations, and economic consulting.
Competing against larger firms with bigger marketing budgets, BRG needed a way to consistently demonstrate the intellectual depth of its experts to the C-suite buyers it wanted to reach.
The answer was ThinkSet, a quarterly magazine built from the ground up with Greentarget PR agency as the editorial strategy and content partner.
Since its inception in 2017, ThinkSet has grown into what Matthew Caselli, ThinkSet’s Editor-in-Chief at BRG, described as “a go-to resource for some of BRG’s best thought leadership.”
The Thought Leadership PR Model Behind ThinkSet
The thought leadership PR strategy behind ThinkSet is worth understanding.
Most professional services firms publish content that reads like it was written by committee, vague, over-hedged, and ultimately forgettable. ThinkSet was built to be the opposite.
Each quarter, ThinkSet publishes an issue that addresses one specific high-stakes business theme from multiple expert perspectives.
The Spring 2025 issue, “Antitrust Across the Atlantic,” drew on BRG’s global antitrust practice to address shifting competition policies across the US, EU, UK, Asia-Pacific, and Africa.
It included nine articles from twelve BRG experts and a podcast interview with David Teece, BRG’s cofounder and chairman emeritus.
The State of Digital Research Program
One of the most distinctive things Greentarget PR agency does is run its own annual research program.
For over a decade, the firm has published the State of Digital and Content Marketing Survey in partnership with the Zeughauser Group.
This report surveys in-house counsel and C-suite decision-makers on how they consume information and evaluate professional services firms.
The 2025 edition, the 11th annual report, gathered insights from over 285 corporate general counsel and executive decision-makers.
Its headline findings are striking: 88% of all decision-makers value traditional media, a seven-year high.
Additionally, business leaders are hungry for AI guidance, but only half of those surveyed are satisfied with the AI insights their service providers currently offer.
This research is not just useful for Greentarget PR agency’s clients. It is a market signal that the firm uses to shape its own thought leadership PR advice.
Furthermore, this research program builds the agency’s own market authority. Legal marketing professionals, CMOs at professional services firms, and industry journalists all cite the State of Digital report. That positions Greentarget PR agency not just as a service provider, but as a thought leader in its own space. The firm does for itself what it does for its clients.
Key Findings from Greentarget’s 2025 State of Digital Report
- 88% of decision-makers value traditional media — a seven-year high
- Articles and research reports are the top two preferred content types
- More than two-thirds of in-house counsel cite thought leader articles as critical in hiring decisions
- Only 50% of decision-makers are satisfied with the AI insights their advisors provide
- Firm and company websites remain the second most valuable information source
Comparatively, this research gives Greentarget PR agency a durable competitive edge. It grounds every client conversation in real buyer data, not agency assumptions.
Additional Campaign Results of Greentarget PR Agency
Beyond the Frost Brown Todd and BRG case studies, the public record shows additional verified campaign outcomes that illustrate the breadth of Greentarget PR agency’s thought leadership PR work.
Lathrop GPM Environmental and Tort Practice
According to Greentarget’s published State of Digital research page, the firm’s media relations strategy for Lathrop GPM earned more than 42 media results and 9 million impressions.
Coverage focused on Lathrop GPM’s environmental and tort practice, a highly competitive legal niche where market authority depends on being the go-to expert voice journalists call when a story breaks.
Nine million impressions in a B2B thought leadership PR campaign for a practice area is a substantial outcome.
It suggests not just placement volume but placement in outlets that reach the in-house counsel and corporate decision-makers who drive legal business.
Perkins Coie AR/VR Practice Authority
Greentarget established Perkins Coie as the premier legal advisor in the augmented reality and virtual reality space by developing an Annual AR/VR Survey Report.
According to the firm’s published case study materials, the thought leadership PR program secured more than 400 pieces of news coverage in leading national publications and positioned the firm as a lasting authority in an emerging technology sector.
This case study is a useful model for any professional services firm competing in a new or emerging vertical.
Greentarget PR agency built proprietary research to create news, rather than waiting for opportunities to react to others’ news. That is a fundamentally different posture, and it explains the scale of 400+ placements from a single sustained program.
Honest Pros and Cons: Greentarget PR Agency
What Greentarget Does Well
- Deep B2B professional services specialization — 20+ years in a single category
- Verified case study results with specific, named clients and measurable outcomes
- Proprietary research — the State of Digital report is a genuine market intelligence tool
- Strong award track record: Holmes Report New Agency of the Year, Diamond SABRE, PRSA Silver Anvil, Gold MarCom
- Relationships with top legal and business media, including WSJ, Bloomberg Law, Law360
- Editorial and content capabilities in-house — not outsourced to third-party writers
- Global reach through offices in Chicago, New York, Los Angeles, and London
Accordingly, Greentarget PR combines research depth, media relationships, and documented client outcomes.
Where Greentarget PR Agency Has Limits
- Exclusively B2B – not the right agency for consumer brands, lifestyle PR, or B2C campaigns
- Niche client focus means less experience outside legal, accounting, consulting, and financial services
- Smaller team size (60) versus global holding company agencies means capacity limitations on very large accounts
- Limited public pricing information, buyers need a formal discovery conversation to understand costs
- Crisis communications for non-professional services clients is outside the firm’s primary wheelhouse.
Quick Guide: Is Greentarget PR Agency Right for Your Firm?
Before reaching out to Greentarget PR agency, ask yourself these questions:
- Are you a professional services or financial services organization? The agency is built exclusively for this sector.
- Do you need to build authority among in-house counsel or C-suite buyers? This is exactly what Greentarget’s thought leadership PR model targets.
- Do you have attorneys, consultants, or experts who have real insight — and just need a communications team to help them share it? That is the core client profile.
- Are you willing to invest in a sustained content strategy, not just a one-time press release? Greentarget’s model requires ongoing commitment.
- Is your PR goal building long-term brand authority, not just short-term media volume? If yes, the Greentarget PR agency approach is built for you.
Additionally, if you are a boutique firm without a large marketing budget, ask about Greentarget’s experience with smaller organizations.
The firm’s client list includes boutique practices alongside AmLaw 100 firms.
Based on AMW World Group’s 2026 legal PR agency rankings, boutique legal PR programs start around $4,000 to $10,000 per month.
Full-service AmLaw 100 campaigns run significantly higher.
Frequently Asked Questions About Greentarget PR Agency
What does the Greentarget PR agency specialize in?
Greentarget PR agency specializes exclusively in thought leadership PR for B2B professional and financial services organizations. Its clients include law firms, accounting firms, management consulting firms, commercial real estate companies, and financial services organizations. It does not serve consumer brands or B2C clients.
Where is the Greentarget PR agency located?
Greentarget PR agency is headquartered in Chicago, Illinois. The firm also has offices in New York, Los Angeles, and London, giving it reach across major US legal markets and the UK.
What awards has Greentarget PR agency won?
Greentarget PR agency has won the Holmes Report New Agency of the Year (2005), the Diamond SABRE Award for Best Research and Planning (2018), the Bronze Stevie from the American Business Awards for PR Agency of the Year (2019), PRSA’s Silver Anvil for Integrated Communications (2020), and a Gold MarCom Award for BRG’s ThinkSet magazine (2025).
What is the State of Digital and Content Marketing Survey?
The State of Digital and Content Marketing Survey is an annual proprietary research report produced by Greentarget PR agency in partnership with the Zeughauser Group. Now in its 11th year, it surveys over 285 in-house counsel and C-suite decision-makers on their information consumption habits. The 2025 edition found that 88% of decision-makers value traditional media — a seven-year high.
Is Greentarget PR agency right for boutique law firms?
Yes, Greentarget PR agency works with boutique law firms in addition to AmLaw 100 organizations. Its thought leadership PR model scales for smaller firms that need to build niche sector authority. Ask the agency about programs designed for smaller practice sizes during your initial discovery conversation.