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Biddle is outsourcing the bulk of its marketing work in a bid to increase cross-selling across practice areas.
Former Ladbrokes in-house lawyer Marie Stevens and her specialist business services group company Corporate Mosaic will begin working for the 35-partner practice in the new year.
Stevens says that Corporate Mosaic was appointed
"to extend clients in one department across to another and to help Biddle approach new clients".
Biddle senior partner Martin Winter adds that Company Mosaic won the work because of Stevens' background.
He explains: "It is a very unusual industry to market and all the usual textbook techniques of marketing do not always work. You therefore definitely need someone who has industry know-how."
Last month Biddle appointed ex-Gouldens partner Diana Spoudeas as business development director (The Lawyer 11 October).
Stevens will work closely with Spoudeas. Winter says: "I think it [the outsourcing] is a project that will continue for as long as it is good for both parties but it is supposed to be a long-term thing."
Both parties are currently involved in working out their marketing strategy.
Stevens says: "We will spend the next month or so working out the approach and making sure the culture of Biddle and the partners are happy with this approach."
Corporate Mosaic will be paid a retainer for the work it carries out for the firm.