The impact of Covid-19 on business development at law firms cannot be overstated. While some lawyers are developing new practice areas and demonstrating empathy with clients, others are retreating, unsure of their next steps.
Join us for this programme to learn more about what lawyers and marketers are doing to figure out new methods of marketing under a whole new paradigm.
We will discuss:
Cultural differences and what firms are doing for business development based on size and geography
The advantages to working as a separate office versus part of a larger institution
What advice leading marketers would give to young lawyers going in to practice today
Deborah B Farone Strategic Marketing Advisor, Farone Advisors, New York City; Outreach and Education Officer, IBA Law Firm Management Committee
David is the Publishing Director of The Legal 500, which now spans UK, EMEA, US, Asia Pacific, Latin America, Deutschland, Canada and Caribbean. The Legal 500 portfolio has extended in recent years to now cover the GC Powerlist series, GC magazine, The Legal 500 Jobs, fivehundred magazine, International Comparative Guides, and over 150 events in 51 countries.
David is a member of the advisory board at the Association of Corporate Counsel Alliance and was named in the "1,000 Global leaders and influencers in legal business" in 2018. He has travelled extensively across the Americas, Asia Pacific and Europe speaking at conferences, providing bespoke training sessions for law firms and most importantly, speaking to GCs to ensure that The Legal 500 is providing the information that they need to help them run their departments.
Deborah Farone
Deborah has had the unique opportunity to play a role in developing the best practices in professional services marketing by working with the most respected and demanding professionals in the world. She is the former long-time chief marketing officer of Cravath, Swaine & Moore LLP, where she created and managed the firm’s marketing and business development operations.
Heidi K. Gardner, PhD, Distinguished Fellow, Harvard Law School’s Center on the Legal Profession has called Deborah “the leading expert in law firm marketing. Not only has she studied this complex topic from the peak of the legal profession, her research into what works and what doesn’t is priceless for anyone interested in growing their business.”
Prior to joining Cravath, Deborah was the chief marketing officer for 14 years at Debevoise & Plimpton, where she also built the department from the ground up. In 2017, she launched her own consulting practice, Farone Advisors LLC, where she advises law and other professional service firms on business strategy and targeted marketing and is a speaker at professional forums and partner retreats. Deborah is the author of the acclaimed Best Practices in Law Firm Business Development and Marketing (PLI 2019), a best-selling book based on more than 60 interviews she conducted in 2018 with leading law firm leaders and marketers, general counsel, and innovators in the profession.
David McClune
David McClune is currently the Global Chief Marketing Officer for Hogan Lovells, responsible for the firm’s worldwide business development, marketing & communications functions. Hogan Lovells has a platform of 45+ offices across 24 countries spanning Africa, the Americas, Asia Pacific, Europe and the Middle East. David currently leads a team of marketing and business development professionals across the global platform, and also leads the firm’s strategic planning function, covering practices, sectors and regions.
Prior to Hogan Lovells, David spent over four years as the global CMO for Shearman & Sterling based out of New York, again responsible for strategy, and all business development, marketing & communications activities.
He also spent 15 years as the CMO for Allens Linklaters, one of the largest corporate law firms in the Asia Pacific.
David has been a senior media and policy advisor to several Australian government cabinet ministers, including serving as the Chief of Staff for Sydney’s 2000 Olympics bid, and as Marketing Director for the Australian Tourism Commission, the agency charged with marketing Australia as a leisure and events destination.
He also has an extensive career in marketing communications with leading international public relations and advertising agencies, having commenced his career as a print journalist.
David holds an MBA degree from the Australian Graduate School of Management (University of NSW); a Masters of International Relations (Honors) degree from Melbourne University; and a Bachelor of Business – Communications degree from the Queensland University of Technology.
He is also a graduate of the Harvard Business School ‘Professional Services’ program; a graduate of the Oxford University, Said Business School ‘Redefining Leadership’ program; and a Member (Graduate) of the Australian Institute of Company Directors.
Gia Altreche
Gia Altreche is the Director of Business Development & Marketing at Newmeyer Dillion, leading the firm’s client engagement strategies across three markets to drive business growth, further deepen relationships and authentically supports its client base and surrounding business communities. This includes brand and reputation strategy, With 15 years in the industry, she has a deep passion for helping law firms create incremental steps towards long term success, including building and sustaining a culture that nurtures an inclusive environment where everyone’s voice is heard and there’s a seat at the table. In addition to her role, Gia is proud to serve the Legal Marketing Association as the Co-Chair of its Diversity & Inclusion Committee & SIG, focused on creating building blocks to move conversations into action within our law firms and the legal industry.
Anja Kreutzahler
Anja is based in Munich, Germany and responsible for the German Marketing, Business Development and Communications Team for Kirkland & Ellis. She is an experienced business development professional and responsible for the full range of the firm’s marketing, communications and business development initiatives in Germany, including brand development, internal and external communications, public relations and business development strategy.