FFW protects new strategy moniker

Field Fisher Waterhouse (FFW) has revealed its three-year strategy, known as the ’Virtuous Triangle’, and has even gone as far as trademarking the term.



Moira Gilmour
Moira Gilmour

The triangle refers to the three key practice areas – corporate, IP/IT and regulatory – that encompass the City firm’s policy in terms of geographical expansion, partner recruitment and client targeting.

FFW is the latest firm to trademark legal jargon after Lovells also protected the use of its ’Mexican wave’ strategy in 2004.

The Virtuous Triangle has been designed to “focus investment decisions”, according to managing partner Moira Gilmour, allowing the firm to target sectors that are heavily ­regulated or have large IP or technology elements.

“We see this as a very involved strategy, with cross-selling a major driver,” added Gilmour. “And from the Virtuous Triangle there should be loads of spin-offs to different areas of the business.”

She said the strategy did not only involve beefing up the three core practices, pointing to last month’s hire of former Morgan Lewis & Bockius employment partner ­Simeon Spencer, whose clients are based largely in the technology sector.

Lovells entered the trademarking game shortly after rolling out its Mexican wave outsourcing model in 2003.