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Making the most of your thought leadership investment

Published Feb 2022


Why should law firms care about thought leadership? It's true that they have historically looked to fee income and billable hours as their principal measure of success—if these things were being delivered, who needed anything else? But this long-standing attitude is starting to be challenged: Forward-thinking firms are increasingly using marketing and thought leadership as a tool to build awareness of their expertise and develop relationships.

In this report, we focus on the attitudes to thought leadership among clients in the legal function. We also examine how law firms are rising to the challenge of a changed approach to thought leadership, and draw on their experiences to share some best practice ideas.

We'd like to thank all of the people we interviewed for this report, for their time and generosity with their insights. Specifically Alessandra Almeida Jones, Director of Marketing, Baker McKenzie; Eddie Bowman, Partner, Simmons and Simmons; Hayley Brooksbank, Head of Marketing, Brand and Communications, Bird & Bird; Leor Franks, Business Development and Marketing Director, Kingsley Napley; and Ashley Horne, Chief Marketing Officer, Womble and Dickinson.

This report is free, though you'll need to either log in or create an account to download the full white paper; you can do this here.