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Anh Phoong Used Billboards to Build Her Brand in PI Law
By James Moreau | 17 Jun, 2025
Anh Phoong built a personal injury empire with relentless marketing campaigns to achieve ubiquity across California and Nevada.
Something wrong? Call Anh Phoong!
The cheesy but catchy slogan is the tagline for the Phoong Law personal injury offices.
The campaign’s ubiquity inspired the 2023 Netflix film Hit Man to spoof Phoong Law’s blue and yellow billboards, 400 of which were put up in Los Angeles alone during a Southern California media blitz during the fourth quarter of 2024.
Such campaigns are financed by the firm’s $3 million annual ad budget. The billboards are credited with driving clients to Phoong Law’s 12 offices in California and Nevada. The client recovery secured by the firm’s 70 employees now surpass $200 million.
The firm’s rapid expansion began in the Bay Area through an aggressive campaign comprising 300 billboards bought for $300,000 a year at a steep discount during the pandemic. The sheer unavoidability of the billboards garnered Phoong widespread recognition while weaving themselves into the cultural fabric of Northern California. The campaigns also leveraged joint billboard with local teams including the Giants and Kings. Today 100 Phoong Law billboards remain in the Bay Area.
Anh Phoong, now 44, graduated from Sacramento State with a degree in Criminal Justice. In 2011 she earned a JD from Lincoln Law School of Sacramento where she struggled to gain admission but graduated as valedictorian.
While attending law school Phoong worked 6 years in the Solano County public defender’s office. Upon graduation a hiring freeze prevented her from being hired by the office. After struggling to find work as a criminal lawyer, she transitioned to personal injury at a friend’s law firm. After a brief stint there, Phoong left to open her own practice.
Phoong’s Sacramento-based practice opened in 2012 and specialized in work-related accidents, slip and falls, truck, bike, and pedestrian injuries, and dog bites — one of which resulted in a $2 million recovery. The practice aligns with Phoong’s long-held desire to help people, a drive stemming from her older brother’s travails with the juvenile justice system which had initially led her to consider public defense.
Phoong’s parents are ethnic Chinese born in Vietnam. Phoong describes their parents’ immigration to the U.S. in 1979 as a typical refugee journey — speaking no English and coming with “nothing but the shirts on their backs.” She credits her drive to their perseverance.
Anh was born in in San Jose and raised in Sacramento.
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