Lawyer Bio : Winston The Bulldog

He has a fan club of human admirers who request his photo and fellow bulldogs who just want to make friends. He’s Winston, the bulldog who has become a metaphor for the Womble Carlyle law firm. Everyone keeps asking how such a unique law firm brand image was born. In fact, Winston wasn’t really born, he evolved. Here’s his story.

In early 1996, the firm introduced its first ad campaign, which was an instant hit, the object of much media attention and the recipient of advertising honors and awards! It featured bold images such as a soaring skateboarder, the fin of a ’57 Chevy…and a bulldog. It also introduced a distinctive logo with the defining statement "Our Lawyers Mean Business." The copy in each ad included a litany of the problems that plague businesses every day, using the appropriate image to pay off the punch line in the text. One of the punch lines stated "and the bad news is that your rich aunt has named her bulldog her sole beneficiary in Miami," and a soulful bulldog stared out at the reader.

While the whole campaign was a hit, the bulldog struck a strong emotional chord—especially within the Firm. To many of our lawyers and staff, the bulldog resembled one of our most respected senior partners—who is tenacious, loyal, sometimes pugnacious, and above all, fiercely protective of clients’ interests.

Other ads continued in the series, but there was a continuing clamor for a new bulldog ad. We turned for help to our advertising and design consultants, Burkey Belser and Diane Hartley. They put their heads together and presented us with our very own bulldog. They named him Winston (after the founding office of Womble Carlyle in Winston-Salem, NC) and made him the centerpiece of a new ad campaign. Since dogs are territorial, it was fitting that the first ads showcased the ever-widening turf of the firm: Stomping Grounds, Business Arenas and Airspace. Subsequent ads have turned on such characteristics as persistence, loyalty, dependability and vigilance—all very desirable traits in a champion bulldog...or lawyer. Over time, Winston has become so associated with the Firm that he’s evolved into our "brand."

People frequently tell us that whenever they see a bulldog, they think of Womble Carlyle, or conversely, when they hear or see our name, they visualize our bulldog ads.

Since it’s pretty tough to differentiate law firms, we’re very proud of what our prized mascot has accomplished. So, thanks, Winston; and thanks to all of you for your interest in how he came to be.