When Mike Androvett launched his namesake agency nearly 30 years ago, legal marketing was practically uncharted territory. The idea that lawyers might actively promote themselves – let alone hire PR experts – wasn’t only unconventional, it was controversial. At the time, the legal world was still wrestling with buttoned-up traditions, unsure how to navigate a new era of visibility and media engagement.
In the early ‘90s, strict rules barred dramatizations, celebrity endorsements and anything that might resemble self-promotion. Some states had only just begun to lift bans on radio and television ads. The door had cracked open – but few firms dared to walk through it.
“It was seen as blasphemous to suggest that lawyers could promote their practice by interacting with the media,” Androvett says. “Even in law school, I could tell these young lawyers were getting terrible advice about the media.”
Androvett, a television journalist-turned-lawyer, recognized a gap before most even saw the outline. Covering high-profile trials and other newsworthy legal controversies in Indianapolis and Dallas, he noticed how ill-prepared attorneys were when facing the media. What started as casual guidance to camera-shy lawyers soon evolved into something more deliberate. He wasn’t just reporting on the legal world – he was helping to shape how it was seen.
Despite skepticism from a profession slow to embrace change, Androvett took a leap. Backed by his wife, Crystal, and driven by a vision few shared, he left journalism to launch one of the nation’s first agencies devoted entirely to legal media and marketing.
“I finally just decided to leave TV and jump into it,” Androvett says. “I had this vision – I didn’t know if it was viable, but I had to let it run its course.”
From the Newsroom to the Boardroom
Today, Androvett Legal Media and Marketing celebrates three decades as a full-service marketing and public relations agency helping businesses and professionals define their message, reach the right audience and stand out in a crowded market. His story is one of survival – but also of stewardship, industry trailblazing and continued innovation.
What began as one man’s insight into a communication gap has grown into a powerhouse collective at the crossroads of law, media and marketing.
Behind Androvett’s enduring vision is a dedicated team of professionals pushing boundaries and redefining what legal marketing can be. Together, they bring diverse expertise and a shared commitment to helping clients tell their stories, protect their reputations and meet today’s complex – and high-stakes – challenges head-on.
While Androvett himself came to the pitch from a legal-media hybrid background, others on the team including Mark Annick, Scott Parks and Zack McKamie came from journalism, consumer marketing and creative advertising. The team grew and fortified alongside the industry itself – their dedicated and innovative approach meant they could withstand the slow adoption curve due to the famously cautious nature of the legal profession.
Over time, as the legal world began embracing modern marketing, digital tools and public relations, the team’s diverse expertise helped shape Androvett’s growth into a forward-thinking agency. The rise of digital-native attorneys – lawyers who grew up in the Information Age – has accelerated this shift, positioning the firm to lead in an era of multi-touchpoint marketing.
Annick’s journey to Androvett began unexpectedly, rooted in both professional necessity and long-standing connections. At the time, he was a reporter at the CBS affiliate, while Androvett had recently left NBC’s Channel 5 to launch this new legal media firm.
“I remember going to Mike’s going-away party when he left Channel 5 to start the business,” Annick recalls. “A few months later, I called, needing a legal expert – and someone answered the phone, ‘Androvett Legal Media.’ I thought, ‘Wait... he has employees?’”
That moment marked Annick’s first real glimpse into the company’s growth. Years later, after leaving full-time news work and taking on freelance assignments – including covering aviation stories for the Discovery Network – Annick got an offer from Androvett. He accepted.
“That was 2001 – 24 years ago,” says Annick. “I don’t think I realized that all these years later we’d be having this conversation.”
What started as a temporary collaboration evolved into a long-term partnership. Today, Annick serves as Senior Vice President of News and Public Relations, helping clients shape their narratives with the same clarity, strategy and instinct that defined his own career in journalism.
Big Brand Thinking, Legal Market Focus
While some team members arrived from the world of journalism, others came from the front lines of branding and consumer behavior. Their differing backgrounds bring together a richness of perspective that drives the agency’s vision and fuels client success.
Parks has spent nearly two decades at the intersection of marketing and the legal industry – helping law firms navigate change, embrace new strategies and stand out in a competitive landscape. As CEO of Androvett, Parks leads the business while staying closely connected to the work itself. He thrives on strategy, creative thinking and problem-solving – the kind of hands-on collaboration that helps clients find their voice and sharpen their message.
“I come from the consumer world, and bringing those tried-and-true marketing disciplines to the legal industry was surprisingly a good fit,” Parks says. “I love getting my hands dirty, coming up with ideas, helping clients discover what makes them different – that’s the best part of the job.”
A graduate of Texas A&M with a degree in marketing, Parks has long been fascinated by what motivates people – a curiosity that led him into advertising. He began his career at a Dallas agency, then went on to lead national brand campaigns for 7-Eleven and Blockbuster. His work has earned recognition from Effies, Clio Awards, AdAge, USA Today and The Wall Street Journal.
Lawyers are under siege the moment they step outside of court. I see myself as a kind of shield – the hub between them and the chaos.
Whether working with global brands or guiding law firms through a rapidly evolving industry, his goal remains the same: to help people and organizations put their best foot forward – with clarity, purpose and impact.
McKamie brings a unique blend of agency experience, tech-world perspective and deep familiarity with the legal industry to his work at Androvett. A creative advertising graduate who cut his teeth across a range of industries – from consumer goods to real estate tech – McKamie found an unexpected but natural home in legal marketing.
“I grew up around attorneys – my dad, my brothers-in-law. I was the courier, the runner, the guy serving subpoenas,” McKamie says. “Back in ’95, when these guys were getting started, I was just trying to conquer middle school football – but eventually all those experiences pulled me back to this world.”
McKamie joined Androvett in 2010, just as the legal industry was beginning a rapid shift toward digital. That timing proved pivotal, positioning him to guide clients beyond traditional marketing and into a new era of digital strategy.
“Helping lawyers move beyond traditional marketing into digital strategies has been a big part of my work – and still is,” McKamie says. “As digital-natives enter leadership roles in law firms, the way they consume information – across so many touchpoints – has totally transformed the game.”
Nearly 15 years into his journey with the firm, McKamie continues to lead with a creative mindset, a digital-first approach, and a deep understanding of what makes legal marketing different. His wide-ranging background and hands-on experience help clients navigate complexity and find modern ways to tell their story.
One Ask at a Time
Over the years, Androvett has grown from a niche media consultancy into a full-service agency, by listening closely and responding to what clients truly need. When Mike Androvett first launched the firm, the focus was squarely on media strategy for high-profile legal cases. But as new challenges emerged, so did new opportunities. From advertising and digital strategy to regulatory support, each new service offering was born from one simple rule: never say “no” to a client who needed help.
That spirit of adaptability has shaped Androvett’s evolution – and mirrored a larger shift in the legal industry itself. In the early 2000s, law firms were still hesitant to embrace marketing and PR. Now, digital-natives are stepping into leadership roles and competition is heating up across every practice area. Firms are thinking more proactively – and strategically – about how they show up in the world.
Androvett is now a full-service marketing and public relations agency that helps professionals define their message, reach the right audience and stand out in a crowded market. From branding and media training to websites, social media, thought leadership and strategic communications, the agency offers end-to-end support tailored to each client’s goals. With a blend of creative thinking and smart strategy, the team digs deep to understand what drives a business – and how to tell that story in a way that connects.
Twenty years ago, a website was a checkbox. Today, it’s a living, breathing representation of your credibility.
When he first started, Androvett’s vision was actually quite narrow: help lawyers in high-profile cases manage media attention. Back then, he was focused less on building an agency and more on simply making ends meet.
"If I didn’t know how to do it, I’d figure it out, or find someone who did," says Androvett. "Lawyers trusted me with their reputation. So when they asked, ‘Do you know anything about ads? Or websites? Or the Texas ad rules?’ – I said yes… and learned fast."
This strategy was more than effective as Androvett built his book of business. Clients began to approach him not just for PR, but for a more holistic scope of services – advertising, websites and understanding the complexity of Texas’ regulated legal advertising rules.
Androvett’s “never say no” mantra wound up exponentially fueling the company’s organic growth. Androvett even became chair of the Texas advertising rules committee.
"I started out helping lawyers navigate the media. I ended up chairing the state committee on advertising ethics,” says Androvett. “That’s the evolution – one ask at a time."
From Skepticism to Strategy: A Legal Marketing Culture Shift
In the early days, skepticism around legal marketing was more than common – it was expected. Both Androvett and Annick recall meetings where firm leaders made it clear they had no interest in PR or advertising. The team left the room wondering why they were invited into it in the first place.
“It was a culture where marketing was seen as a one-time, case-specific effort,” says Annick. “If you didn’t have a crisis or a high-profile case, it wasn’t even on the radar.”
That mindset has shifted – dramatically. Today, law firms are expected to maintain active websites, engage on social media and think strategically about visibility year-round. As digital platforms evolve and client expectations rise, the old models are quickly falling away.
“Twenty years ago, a website was a checkbox,” says Annick. “Today, it’s a living, breathing representation of your credibility. If you're not updating your site regularly, you risk becoming irrelevant.”
A generational shift is also accelerating the change. Younger lawyers – especially digital-natives – are entering leadership roles with more comfort around branding, media engagement and digital tools.
“The new generation of lawyers is different,” says Scott Parks. “They’re more assertive marketers, more digital, more willing to engage. And they bring their media habits with them – it’s changing everything.”
The divide between generations can be stark. Many senior partners remain risk-averse, wary of public-facing communications and the exposure it can bring. This generational tension often plays out inside firms, as traditional founders and media-savvy younger attorneys navigate how to claim their space in the conversation.
Wherever their comfort level stands, Androvett is there.
“Lawyers are under siege the moment they step outside of court,” says Androvett. “I see myself as a kind of shield – the hub between them and the chaos.”
Bespoke Strategy, Tailored Results
Bridging the gap between traditional caution and modern marketing savvy requires empathy and flexibility. At Androvett, that means meeting clients exactly where they are, no matter their starting point.
Androvett works with a wide spectrum of legal professionals – plaintiffs’ lawyers, defense attorneys, Big Law, boutiques and everything in between.
“We meet lawyers where they are – whether they’re digital-natives or skeptics,” Parks says. “If we build trust, we can guide them toward the results they want, even if they don’t yet know how to ask for it.”
We meet lawyers where they are – whether they’re digital-natives or skeptics. If we build trust, we can guide them toward the results they want.
The team understands that every lawyer has goals – though sometimes those goals are hard to articulate. By connecting with those ambitions, Androvett helps unlock better visibility, recognition and case opportunities.
“Sometimes, it’s not about solving a problem – it’s about helping a lawyer get the credit they deserve,” Parks explains. “Even lawyers who are reticent about marketing want more recognition, better cases and a stronger reputation – they just may not know how to ask for it.”
Client care also means showing up when the stakes are highest. Some of Androvett’s most meaningful work has involved helping clients under intense scrutiny or facing long odds – from law firms navigating crises to individuals in the public eye.
“I love those cases where clients feel defeated,” Androvett says. “Where they’re already under attack. I love looking at those odds and asking: How can we level the playing field?”
That same sense of mission has fueled purpose-driven campaigns as well – including long-term work supporting women affected by talc-related cancers.
“Our role was making sure the women were never forgotten,” Androvett says. “I do think that made a difference.”
For McKamie, the reward often lies in watching trust grow over time – and seeing it translate into real, measurable results.
“When you earn that trust because you’ve been able to deliver, that’s when it’s most rewarding,” McKamie says. “Marketing should be authentic, accountable and drive real business outcomes.”
Annick echoes the importance of precision, noting that legal marketing often demands higher standards than other industries – and for good reason.
“Because they’re lawyers, they expect us to be exacting,” Annick says. “They hold themselves to high standards, and they expect us to have that same duty.”
That rigor not only makes the work better, it makes it more meaningful. Whether reimagining a firm’s brand or managing messaging in a crisis, the Androvett team thrives on the challenge.
“It’s fun working with smart people,” Parks says. “It keeps you sharp. It keeps you on your toes.”
AI and The Future of Legal Marketing
Even as the legal marketing landscape grows more complex, one truth remains constant: strategy is never one-size-fits-all. Androvett’s strength has always been its human touch – the ability to listen, adapt and tailor solutions with empathy and precision. But in today’s fast-moving, tech-saturated world, that personalized approach is increasingly augmented by powerful new tools. Chief among them: artificial intelligence.
As in most industries, generative AI is reshaping the legal marketing landscape – introducing new possibilities, new efficiencies and raising entirely new questions. Its influence is undeniable, even if its full impact is still coming into focus.
Even lawyers who are reticent about marketing want more recognition, better cases and a stronger reputation – they just may not know how to ask for it.
For the team at Androvett, though, navigating new terrain is nothing new. Innovation has been baked into the firm’s DNA from the beginning. That mindset has uniquely positioned them to embrace AI as a tool – not a threat – and to help clients do the same.
“AI should be a co-pilot, not the pilot,” says McKamie. “It accelerates and automates, but sound human judgment must always steer the outcome.”
The firm uses AI to streamline workflows, explore ideas and move faster – but never to make decisions unfiltered. What’s clear is that in an AI-driven world, Androvett’s value only becomes more essential. Their role isn’t just execution – it’s interpretation. Not just content creation, but strategic guidance.
“The longer AI has been on the horizon, the more confident I am in our role as value partners,” says Androvett. “We bring the empathy and judgment that AI simply can’t replicate. It’s not just about writing or editing – it’s about helping clients think better.”
That human perspective is especially important as AI continues to raise new ethical and regulatory concerns – particularly in a state like Texas, known for its strict legal advertising rules.
“The internet has taken away our ability to forget – once something’s out there, it’s permanent,” says McKamie, who now serves on the State Bar’s advertising review committee. “That makes compliance even more critical.”
Built on trust. Driven by purpose. Poised for whatever comes next.
In a world increasingly shaped by algorithms and automation, the most powerful work still begins with human connection. For the team at Androvett, technology will continue to evolve – but trust, empathy and insight remain the foundation.
Because at its core, this work is about people: helping clients rise to the moment, own their story and shape how the world sees them.
What began as one man’s vision has grown into a robust team reshaping how the legal world shows up, speaks out and moves forward. At the heart of Androvett’s work is a deep respect for the client relationship – one built on trust, collaboration and a commitment to authenticity.
Whether guiding a solo practitioner through a brand refresh or leading national strategy for high-stakes litigation, the team approaches each engagement with curiosity and care – always asking: What makes this client unique, and how can we help the world see it?
For firms unsure of how to define themselves – or how to stand out in what Parks calls “the sea of sameness” – the Androvett team digs deeper. That might mean gathering insight from clients, peers or even opposing counsel to uncover strengths the lawyer may not yet recognize.
“Ultimately, it has to be true,” Parks says. “The best branding reflects reality – otherwise it just doesn’t hold up.”
As Androvett celebrates 30 years in business, the agency’s evolution tells a story of resilience, reinvention and results. What began in 1995 as a bold leap into legal media has grown into a trusted, full-service partner for firms across the country.
Now serving as Chairman of his eponymous firm, Mike Androvett continues to counsel clients on high-stakes messaging, public perception and strategic positioning. And as the legal industry accelerates into an increasingly complex future, the agency he built stands ready – steady, strategic and grounded in the values that started it all.
