Sergenian Ashby LLP Launches in Los Angeles; Focused on Offering Exceptional Advocacy to Clients Confronting Business Disputes of Any Scale
Former Quinn Emanuel litigators David A. Sergenian and Joseph R. Ashby announce the launch of Sergenian Ashby LLP in Los Angeles, California. Sergenian and Ashby were previously partners at Pierce Sergenian LLP.

Sergenian Ashby LLP was founded on a recognition that there is no substitute for exceptional advocacy and that exceptional advocacy combined with reasonable, proportionate fees is not an unattainable illusion, but it requires a re-imagining of the traditional law firm business model. Changes in technology have significantly changed the tools attorneys use, and when those changes are combined with a re-engineering of how attorneys actual work when they are handling significant civil litigation, there is an opportunity to provide exceptional advocacy on a different business model. Sergenian said that “Thirty or even ten years ago, there were numerous barriers to entry to attorneys starting a top-tier firm from scratch. Due to a combination of advancements in technology and communications, the increasing enthusiasm for startups and upstarts, and a growing understanding that talent is not necessarily concentrated in the largest name brands out there, today we have been able to launch a high-level practice almost instantaneously.”

Sergenian Ashby LLP is able to accomplish this through a combination of novel organizational and workflow techniques, low overhead, greater utilization of time-saving technology, and a fresh approach to planning and execution of everything from interrogatories to closing arguments. All of this enables Sergenian Ashby LLP to offer clients the option of bring the force of exceptional advocacy to any significant business dispute. As Ashby explained “Clients should not have to be confronted with high 8-figure, or even a 9- or 10-figure dispute in order to make it cost effective to engage trial attorneys who provide exceptional advocacy.”

Because of these innovative workflow processes and low overhead, Sergenian Ashby LLP’s preferred form of engagement is a on a fixed-fee basis. Sergenian Ashby’s proprietary fixed-fee arrangements provide clients greater predictability with respect to costs of litigation, while aligning the interests of the firm and client in achieving victory.

Sergenian explained that “Even if the billable hour is not yet dead, the level of tolerance that clients have for that business model has clearly waned over the past decade. Clients are demanding value more than ever, and we believe our unique brand of fixed-fee arrangements delivers that value.”

Ashby said: “Our re-engineering of how trial attorneys work provides the opportunity for a client with a $10 million dispute to obtain the exceptional advocacy that makes sense from a business perspective when under a traditional trial attorney approach engaging trial attorneys who can provide exceptional advocacy would have only made business sense if it was a $50 or $100 million dispute.” Ashby also said: “We look forward to growing our firm over the coming year with attorneys who share our commitment to re-engineering how trial attorneys win complex civil cases.”

Sergenian Ashby LLP is a Los Angeles-based litigation firm specializing in copyright, trademark, trade secrets, class action defense, startup and partnership disputes, appeals, and general commercial litigation.