364. Ross Cellino, The Godfather of Legal Marketing: PIMCON Keynote
Description
Before SEO. Before TV. Even before yellowpage ads — there was Ross Cellino. In this live episode from PIMCon 2025, the “Godfather of Legal Marketing” unpacks how he built one of the most recognizable law brands in history. From his pioneering marketing strategies to jingle-driven dominance, Cellino shares the decisions, instincts, and creative risks that reshaped how lawyers advertise, and how to build a legacy that lasts longer than any campaign.
You’ll learn:
Why niching down built a billion-dollar PI brand
How Cellino & Barnes outspent and outbranded every competitor
The strategy behind billboards, jingles, and unforgettable phone numbers
How brand recognition keeps cases coming when referrals don’t
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