The Lawyer’s new China Elite report contains the most detailed research available on the PRC legal market and contains unparalleled insight into the country's leading law firms. They vary in size, practice focus and geographic coverage, but they all share one common quality – ambition... Read more
This year, The Lawyer’s annual ranking of the largest UK law firms by turnover is available as an interactive, digital benchmarking tool. For the first time this will allow you to manipulate each data set against the metrics of your choice.
As a professional services marketer, it would be easy to fly off the handle at Sean Brierley's piece on marketing not adding value (The Lawyer 11 January). So let me take a different angle, and actually agree with him.
I agree that slick new advertising will not defeat rivals. And there is no question that winning new clients is less important than retaining existing ones. We are also at one on the fact that it is servicing existing clients that counts, not the number of mentions you get in the press.
What this reveals is that Brierley is, in fact, a real marketer. Marketing is not about design, advertising and PR. These things are simply the icing on the cake. Identifying which markets to be in, what clients' needs are and the type of service they want to surround the advice they receive - these are the things that real marketers are concerned with, not the number of column inches they receive, or how glossy the latest brochure is.
It is unfortunate that in this country, particularly within the professional services sector, there is a common misconception that marketing involves spending large amounts of money on spurious promotional campaigns, the effectiveness of which is often questionable.