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As part of its global reorganisation, Clifford Chance has begun using the banking industry model to market the firm to clients, creating 13 industry-focused groups that sit across practice areas.
Partners can select one or more sectors to specialise in while remaining in their current practice groups.
The aim is to make the firm more attractive to potential clients by partners becoming experts in clients’ specific sectors.
Global head of banking Mark Campbell and global head of corporate Matthew Layton are leading the scheme. Campbell said: “Clients want partners that are legal experts, but they also want lawyers that are knowledgeable about their business. Defining these sectors will help the firm do that. It doesn’t change the structure of the firm. It’s about how we market ourselves.”
The initiative is modelled on the banking sector, which has marketed its business on a sector basis for many years.
The sectors include financial services, retail, aviation, automotive and oil and gas. Partners for each sector will meet regularly to help develop business in that area.
Campbell said: “We’ve obviously been focusing on certain areas of business, such as financial services, for years. This is an extension of how we’ve been working in the past. The idea is to make the firm and our services much more attractive to the client base.”