Austin Business Journal: Interview With Chris Massaro, TSEG CEO

ABJ’s Interview with TSEG

Chris Massaro, CEO of TSEG, sat down with Abby Mellott of the Austin Business Journal for a conversation about legal marketing, company growth, and what it takes to build a client-first agency for their Executive Insights series.

The discussion explored TSEG’s unique approach to client transparency, our take on using AI for law firm marketing, and gave a rare behind-the-scenes look at how Chris has led our company into one of the most respected agencies exclusively serving law firms.

Chris Massaro, CEO of TSEG

Chris Massaro is actively involved in every part of our company. He brings more than a decade of experience in legal marketing and a track record of turning law firms’ marketing into productive and profitable business operations. He’s spearheaded this kind of growth through strategies that are hyper-focused on results, not buzzwords, vanity metrics or what he calls “fluff.”

At TSEG, Chris leads company-wide operations, sales, and campaign strategy while still making time to meet with attorneys about how their firm is doing. He works closely with our partnered law firms in both mass tort and single-event practices, making sure their goals are met with clear reporting and strong performance.

He regularly speaks at major legal marketing conferences where attorneys look for real insight into what works and what to avoid. His approach is direct, and his perspective comes from working in the space every day.

Within TSEG, Chris makes a point to stay connected across departments. He checks in with new team members, collaborates on product development, and makes himself available to solve problems as they come up. His style of leadership is consistent, hands-on, and centered around helping both clients and the team succeed.

The Executive Insights Series

The Austin Business Journal’s Executive Insights series features conversations with leaders who are helping move Austin forward. The purpose of this series is to conduct interviews that take time to understand how companies are being built and what drives the people behind them.

Chris was invited to take part in the series because of what our company has accomplished in recent times. TSEG was just recognized as one of the top five advertising agencies in Austin for the second year in a row. This recognition reflects our company’s explosive growth and consistent results for our clients. Chris was also nominated for ABJ’s Best CEO Awards, which highlights leaders who are making a meaningful impact inside their companies and across their industries.

The interview gave Chris the chance to speak openly about how TSEG works with law firms, how our team thinks about growth, and why trust and transparency are at the core of every decision. It was a chance to share the values that shape how we show up for our clients every day.

Interview Highlights

During the interview, Chris opens up about what makes TSEG different. For him, it starts with care. Not just for the law firms TSEG works with, but for the everyday people those firms serve. That belief shapes how the company approaches every campaign and every relationship.

Legal marketing, as an industry, is packed with companies promising fast results and ultimately disappointing law firms. Chris explains that staying ahead means continuing to innovate ways to deliver good results. That includes developing new tools, testing better ways to advertise, and focusing on getting law firms in front of the right people at the right time. Results only matter if they lead to real cases, not just traffic and clicks.

He also speaks about trust. Many firms come to TSEG after being burned by other agencies. They have seen the vague “fluff” reports and the empty claims. Chris emphasizes that transparency is non-negotiable. Lawyers working with TSEG know exactly what their marketing dollars are doing. Every lead is tracked, every result is documented, and every conversation is accounted for.

One of the ways TSEG has stood out since we started is by working with just one firm per practice area in each SEO market. That exclusivity allows the team to go all in on a single client’s success without divided attention or conflicts of interest. It is a model that takes discipline, but it works.

The conversation also turned to AI, of course. Chris explained that TSEG has been quick to bring artificial intelligence into its workflow, including our new AI-powered marketing system, TSEG Lawgic. But the role AI plays is supportive. It is there to make the people in our team more efficient and help firms show up in new places, including inside AI-driven search tools. The core of the work still relies on strategy, creativity, and experience.

Chris closed the conversation by reflecting on the culture inside TSEG. Most of the team is based in Austin, and the company has made it a priority to stay connected to our local roots. Regular events in Austin, shared international trips, and time spent together outside of work have helped build a culture where people care about the outcome of our work and about each other’s milestones. That kind of connection shows up in the work we do for our partner law firms.

Thank You, ABJ

TSEG is grateful to the Austin Business Journal for taking the time to sit down with Chris and highlight the work our team is doing. The interview gave space to talk about how our company thinks, how we work with law firms, and what drives our decision-making every day.

We appreciate the opportunity to share our story with a wider audience and to represent a part of the legal marketing space that values transparency, strategy, and real results.

TSEG’s growth is rooted in accountability, focus, and a real understanding of what attorneys are looking for. This interview gave a closer look at that formula. For firms thinking about their next step, it is a good place to start. Contact us today.