Brandwave

Lucas & Lucas vs McMillan & Co:Which is more popular?

In September 2026, Lucas & Lucas had more branded searches than McMillan & Co among Dunedin law firms in New Zealand. Lucas & Lucas had about 50 branded searches, while McMillan & Co had 20. Lucas & Lucas made up 2.1% of all Dunedin law firm searches we track, and McMillan & Co accounted for 0.84%. When we asked ChatGPT and Google AI Overviews about Dunedin law firms, McMillan & Co appeared in all three answers and Lucas & Lucas in none.

Among Dunedin law firms in New Zealand in September 2026

Who do people search for more?

Lucas & Lucas, about 3 searches for every 1 for McMillan & Co

Lucas & Lucas 50 searchesMcMillan & Co 20 searches

Who does AI mention more?

McMillan & Co, mentioned in every answer we collected

McMillan & Co in 3 of 3Lucas & Lucas in 0 of 3

Who does AI recommend more?

McMillan & Co, the only one of the two named

McMillan & Co first in 3Lucas & Lucas never named

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Top Dunedin law firms in ChatGPT and Google AI Overviews

In three ChatGPT questions, McMillan & Co appeared in all three answers. Lucas & Lucas did not appear in any of the three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Downie Stewart Lawyers1st
  2. Whitcombe Law2nd
  3. McMillan & Co3rd
  4. Anderson Lloyd4th
  5. Rochelle Crossman Family Law5th
  6. Wilkinson Rodgers6th
  7. Webb Farry–
  8. O’Neill Devereux–
  9. Klinkert Law–
  10. Lucas & Lucas–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

+1 more

See every answer about Dunedin law firms

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Lucas & Lucas or McMillan & Co more popular in search?

This chart shows how often people search Google for Lucas & Lucas and McMillan & Co by name. Each line represents a brand's share of searches for all 11 Dunedin law firms we track, month by month, from searches in New Zealand.

Lucas & Lucas and McMillan & Co among Dunedin law firms in New Zealand, by month

Share of searches by month for Lucas & Lucas, McMillan & Co. The figures are in the table below the chart.

View monthly share of searches table
MonthAnderson LloydDownie Stewart LawyersWilkinson RodgersWebb FarryO’Neill DevereuxWhitcombe LawKlinkert LawLucas & LucasRochelle Crossman Family LawCraig Paddon LawyerMcMillan & Co
Oct 202519.4%16%13.6%15.5%12.6%8.3%5.8%2.9%2.4%1.9%1.5%
Nov 202520.3%16.6%11.6%16.2%13.3%10.8%5%1.7%1.7%1.7%1.2%
Dec 202520.8%13.5%12%16.7%13.5%8.9%6.3%2.6%2.1%2.1%1.6%
Jan 202616.8%18.3%14.7%13.6%13.6%11%4.2%2.1%2.6%2.1%1%
Feb 202624.5%16.7%11.3%12.7%12.7%10.3%4.9%2%2%2%0.98%
Mar 202632.6%13.9%10.6%12.6%12.6%6.8%3.9%1.9%2.3%1.9%0.97%
Apr 202621.9%17.4%14.7%11.6%14.3%9.4%2.7%2.2%2.2%2.7%0.89%
May 202622.9%19.8%13%14.9%9.9%8%4.6%1.9%2.7%1.5%0.76%
Jun 202615.5%24%13.2%18.6%12.4%6.6%3.9%2.7%1.2%1.2%0.78%
Jul 202615%24.1%12.4%17.5%12%7.7%5.5%1.8%1.8%1.5%0.73%
Aug 202619.3%18.5%15.7%12.6%13%10.2%3.9%1.6%2%2.4%0.79%
Sep 202620.5%18.8%13.8%13.4%10.9%10.9%5%2.1%2.1%1.7%0.84%

How has the Lucas & Lucas and McMillan & Co comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand Dunedin law firms in September 2026?

2 changes

  1. In September 2026, Lucas & Lucas overtook Craig Paddon Lawyer and Rochelle Crossman Family Law to rank 8th among Dunedin law firms in New Zealand, with 2.1% of the searches.

  2. Estimated monthly branded searches for McMillan & Co in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Lucas & Lucas’ and McMillan & Co’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Lucas & Lucas

3 branded search terms

  • lucas & lucas
  • lucas and lucas
  • lucas lucas

McMillan & Co

2 branded search terms

  • mcmillan and co dunedin
  • mcmillan law

How the Brand Demand Index is measured

Other head-to-heads among Dunedin law firms

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