After Opening 11th Office Attorney Big Al Increases Name Transparency

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Personal injury giant Attorney Big Al opened his 11th office on October 23rd, 2015, and with the firm's increasing spread across the country, Big Al vows to create more transparency about his name and origins after years of keeping the details out of the public eye.

I remember thinking I’m a people person and I need to be out there helping people, not wealthy corporate America.

With the opening of the firm’s 11th office on October 23rd, Attorney Big Al is finally releasing the details of his business model, persona, and personal journey towards becoming the injury litigation giant that he is today. This announcement comes after years of keeping relatively silent on the subject, but with the creation of an eleventh office, the firm hopes to create more transparency behind the name and figure of Attorney Big Al.

Raised by Israeli immigrant parents in Canada, Alon Barzakay is the man behind Attorney Big Al, the persona representing the Attorney Big Al personal injury firm. When deciding to open his first practice in Southern Florida, Barzakay’s firm determined that their target demographic would be 18-40-year-old urban dwellers, and after trademarking the famous 1-800-HURT-123 phone line and Big Al brand, the persona of Big Al became the public-facing character that represented the brand and spread the company across the country. While many people today think that there is a real Big Al, the character is actually just a persona that represents the intent of the brand, not an actual person, and with the name now solidly established across nine states, the firm feels comfortable being more open about the history of the persona and hopes to bring the firm’s intentions more clearly into the spotlight.

The brand has been licensed to personal injury firms across the country, resulting in the personal injury litigation behemoth that exists today. Rather than opening different practices in different states himself, Barzakay opted to license the Attorney Big Al persona to independent firms because, as he put it, “my partners and I were all starting families, and we were worried about spreading ourselves too thin and the quality of our work suffering.”

“People were used to the same boring TV commercial of the attorney standing in front of bookcase,” Barzakay said, adding that “What I was proposing was totally different and not for everyone. The biggest hurdle we faced was changing the potential licensing attorney’s perception of how an attorney should advertise.” The first city to receive a Attorney Big Al firm was Atlanta, under the direction of Attorney Michael Rosenbloum. After a slow start, the Atlanta office was a success and opened the door to offices in twenty cities across nine states.

Despite his later success under the Attorney Big Al persona, Barzakay began his law career as a miserable young lawyer at a commercial litigation firm, but switched to a personal injury firm in to get more time helping individual people. Barzakay recalls, “I remember thinking ‘I’m a people person and I need to be out there helping people, not wealthy corporate America.’ I knew it was a risk to switch careers, and I think my family thought I was nuts.”

While the Attorney Big Al brand is recognized across the country, Barzakay has high hopes that the firm will continue to flourish, and he aims to open an Attorney Big Al firm in every state.

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Carlos Zamora
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