DA judges NLJ

A question frequently asked of lawyers at the Alexandria, Va., firm of [The Toothman Law Firm P.C.] is whether they work for the devil. "The short answer is no. We work for corporations, individuals, associations, governments and agencies, and unions, but no devils," the firm states on its Web site, devilsadvocate.com.

Visit that home page, though, and a red-lettered logo appears bearing the firm's name: "The Devil's Advocate." Hanging from the red "A" is a looping tail with a pointy arrow at the end of it.

Founder John W. Toothman chose the malevolent moniker for his law firm when the firm opened its doors in 1993, to emphasize his vision of a nontraditional practice. Dedicated to litigation management and legal fee consulting, the firm represents clients, law firms and lawyers in disputes over legal fees; reviews and audits legal bills; and offers expert testimony on billing practices. ...

Early on, Mr. Toothman was urged by a colleague to [trademark] the firm name, and he has done so. Good thing: Court TV tried to use the name for a show with Johnnie Cochran. "We sent them a warning letter," Mr. Toothman says, and Court TV changed its plans.

The name has had its intended effect, Mr. Toothman says: "We're not a large firm, but it's not unusual for us to run into somebody who's heard of us because the name is so unique." ...

The firm's clients include "everything from sole practitioners to some of the largest law firms in the country," Mr. Toothman says. But speaking of running with the devil, the firm also has formed a joint venture with Arthur Andersen to handle the parts of any engagement requiring the examination of law-firm bills. "They don't have the expertise," Mr. Toothman says. "Plus, they don't want to have it. They depend on lawyers for a lot of referrals."

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Devil's Advocate judges fees

The National Law Journal (p. A20)
Monday, October 18, 1999