Interesting article in The Lawyer (14/09/09), which serves as a reminder of how firms are moving towards interesting new ways of strengthening the BD agenda.
“Mishcon de Reya has overhauled its business development strategy to emulate that of an advertising agency. Business development manager Elliot Moss, who joined the firm from advertising agency Leagas Delaney in June, said the move was designed to distinguish Mishcon from its competitors. “Every firm flogs client services without asking what clients want,” Moss commented. “There’s very little distinction between firms.”
Mishcon has hired six business development managers, including Verity Roberts from insurance broker The Judge and Faye Gardiner from rebranding company FutureBrand. Each manager will work closely with fee-earners from the firm’s key practice areas. The firm has also recruited Charlotte Bienvenu from legal consultancy Hildebrandt to the newly created role of strategic analyst. “Charlotte will put together business insight documents to help us better understand client businesses,” Moss explained. “It’s the way advertising agencies would market.” Mishcon is currently examining the opportunities open to the firm in the post-Legal Services Act world. Moss said all options were up for discussion.
Bringing in talent from brand management, communications and advertising practices isn’t necessarily anything new. But it does seem to be a growing trend. The firms that I’ve worked with certainly understand the benefits of experience beyond the profession and, for the time being, having marketing specialists that understand the broader tactics of brand management and digital communications give them a fleeting advantage.
Longer term, the new breed of firms that will rise from the wholesale changes in legal services will rely more heavily than ever on good marketing and clear expression.
