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Ageing partners are stifling the way law firms conduct their marketing activity, according to a recruitment expert.
Law Society statistics reveal that the average age of a partner is now 45.4, up from 44.2 in 1997. Marketing Professionals UK’s Jonny Cainer said that marketing in the professions was historically almost entirely dedicated to corporate hospitality and branding. “Even now, some senior partners assume their annual billings correlate to how much client entertaining they do,” he said. “Personal contacts still have an important role to play, but proactive marketing offers more opportunities than the limited old boys’ network to target and secure clients. The most successful firms have already recognised this, and it is crucial that others catch up.”