Legal Marketing case study archive

Legal Marketing archive

Volume 4 Issue 5 - Editor's letter: Goodbye and farewell
The news of economic crisis in Dubai – triggered by the failure of bail-out plans for state-owned holding company, Dubai World – seemed proof, if ever it was needed, that the fiscal crisis of recent years has left few unscathed.

Volume 4 Issue 4 - Editor's letter: Taking action
As I write this, I am sitting at my desk wrapped in a jumper and scarf. Outside the scene is notably dismal – it’s overcast and drizzling and, according to the weather forecasts, it will continue to be so for the rest of the week. It paints a somewhat gloomy picture, and makes my chosen subject seem rather fitting. But then ‘somewhat gloomy’ is hardly an apt description of the deeply upsetting experience of those suffering the symptoms of mental distress.

Volume 4 Issue 3 - Editor's letter: What a difference a year makes...
This issue marks a year since I officially took over the helm of Legal Marketing. And what a year it has been. Had I speculated back then that the largest shareholder in the Royal Bank of Scotland would be Alistair Darling; that city giant Clifford Chance LLP would lose its position as ‘worlds largest law firm by revenue’ following a five per cent decline in profits; and, that a swine flu pandemic would have us all living in fear of coughs and sneezes (and stockpiling hand-sanitising gel), my editorship of this publication might have been somewhat short-lived.

Volume 4 Issue 2 - Editor's letter: Back to basics
It has been rather an eventful time lately for the UK Prime Minister Gordon Brown, who, as we go to press, is clinging to power amid increasingly widespread calls for his resignation, several ministerial walk-outs, a landslide defeat at the European parliamentary elections, a parliamentary expenses scandal and, of course, continuing recession-induced economic stresses. Some would argue his reaction has followed a predictable pattern. First deny any wrongdoing, second reshuffle cabinet, third reassure the voters and, presumably, fourth hope for the best.

Volume 4 Issue 1 - Editor's letter: Altering the agenda
This year more than 2,000 scientists gathered in Copenhagen, Denmark, for the start of a three-day climate congress aimed at bridging the gap in climate change data that has emerged since the publication of the last UN Intergovernmental Panel on Climate Change (IPCC) report in 2007. Their message? Sea levels are rising dangerously quickly, at 3mm per year – a rate well above the 20th century average, the current ice prediction models that measure the rate at which ice is melting are not calculating data accurately, and even if greenhouse gas emissions did not increase above current levels, then global warming would still continue to increase for the next two decades. It is scary stuff.

Volume 3 Issue 6 - Editor's letter: Changing times…
2008 was, for many, the year of the unexpected. A year dominated by an almost unforeseen economic crisis that bought many organisations and financial institutions to their knees, altering the business landscape irrevocably. 2009, so the financial experts say, will be worse. It’s not a comforting prospect.

Volume 3 Issue 5 - Editor's letter: Ho, ho… oh.
Ready or not, the festive season is now upon us. Yet for many, Christmas 2008 comes not with the usual sense of holiday cheer and high spirits, but the rather more subdued job insecurity and general penny pinching that a recessive economy so often entails.

Volume 3 Issue 4 - Editor's letter: Money, money, money...
In the latter half of 2008, it seems not a day has gone by without some gloomy fiscal forecast dominating the world’s media. Indeed, as international financial organisations and multinationals flounder in the wake of the sub-prime mortgage crisis and the ensuing credit crunch, stark predictions of global recession, widespread unemployment and general economic doom have now become commonplace.

Volume 3 Issue 3 - Editor's letter: Feeling the pinch?
Finance group AXA has released research which reveals that children across the country will be feeling the pinch this summer, with one in six parents admitting to tightening their purse strings over the past six months. Of the 2050 UK residents who participated in the survey 17 per cent revealed that the current climate of economic uncertainty had forced them to reduce or simply stop pocket money pay outs and loans to their offspring altogether. So how will children who have grown used to having it all cope now their boredom-fighting budgets have been cut? And might they in fact benefit from being forced to rethink how they spend their time?

Volume 3 Issue 2 - A nation of nit-pickers?
If the statistics are anything to go by, it would seem we have become a nation of nit-pickers, with a record number of us complaining to the UK Press Complaints Commission (PCC) in the past year. In fact, 4,340 complaints were made to the watchdog in 2007, a growth of 31 per cent since 2006.

Volume 3 Issue 1 - Business boosters
THESE DAYS it seems that not a day goes by without some bleak warning about the impact of climate change, effects of global warming and the general downfall of society adorning the pages of the morning paper. With the seemingly endless press coverage comes the growing realisation that if such stark predictions are ever to be banished from our broadsheets it is up to us to instigate the changes needed to make that happen – be it through volunteering for a charity or simply making the effort to take a trip to the local recycling plant once in a while.

Volume 2 Issue 6 - Editor's letter
With the New Year festivities now a distant memory and the determined optimism of early January beginning to wane, February can seem the perfect time to shelve most, if not all, plans to change various aspects of your lifestyle…at least until next year. And as February inches into March usually only a stubborn few manage to muster the last vestiges of motivation to avoid abandoning their New Year’s resolutions altogether.

Volume 2 Issue 5 - Editor's letter
THIS TIME last year, as all my super-organised friends and work colleagues relaxed with mulled wine, while toasting the fact that Christmas could come three-weeks early and they wouldn’t break into a sweat, I vowed to do this year’s gift shopping and other such festive preparations well in advance.

Volume 2 Issue 4 - Editor's Letter
WELCOME TO the October/November issue of Legal Marketing. First of all, I would like to introduce Lucy McNulty, who has recently joined us as editorial assistant. Lucy will be working across our portfolio of magazines and has already written a case study, which is featured in this issue. I’m sure you will join me in wishing her the best of luck in her new role.

Volume 2 Issue 3 - Editor's letter
Until recently I’ve existed in my own, safe and happy little world. That is not to say that I haven’t been part of an extremely cohesive and well-matched team within our editorial department. We all get on, work closely together and help each other out. We’ve even been known to have a couple of cheeky shandies after work at our local pub. But I‘ve had autonomy over my own work, my own schedule. In particular, I’ve only had to worry about my personal press deadlines and other time-sensitive tasks. Quite selfish really.

Volume 2 Issue 2 - Editor's letter
With Legal Marketing embarking on its second year hitting desks and, following a fantastic response from yourselves and others in the industry, we’ve decided to give it a bit of a boost.
More often than not, I struggle to shoehorn the number of articles we get sent into one issue every two months. I also speak to a significant number of people on the telephone, wanting to know when the next magazine will be coming out. We’ve therefore decided that since we have the demand, the content and the enthusiasm, we’re going to switch the magazine to monthly circulation.

Volume 2 Issue 1 - Editor's letter
This month marks Legal Marketing magazine’s first year of publication – and what a year it’s been.
Since the first issue launched back in April last year, the publication has gone from strength to strength and it has been a pleasure to cover the huge range of issues and developments in what is possibly the most exciting area within the legal landscape at the moment. And that looks set to continue.

Volume 1 Issue 6 - Editor's letter
Anyone who has picked up a paper or watched the news in the past few months may have developed a morbid fascination with the tumultuous life of a certain Ms Britney Spears.
The ‘pop princess’s’ fall from grace has constantly been splashed across front pages and hoovered up by an increasingly celebrity-obsessed public.

Volume 1 Issue 5 - Editor's letter
As the year draws to a close, I cannot help but think that I’m saying these words a little too often – but it is with regret that I announce that another member of the Legal Marketing editorial board is moving on to pastures new. I would like to thank Andrew Powell for all his advice and help with the launch of this magazine, and wish him all the best for the future in his new role, following his departure from UK firm CMS Cameron McKenna.

Volume 1 Issue 4 - Editor's letter
The past couple of months have been pretty hectic here at the Legal Marketing office in London.
Ark Group’s seventh annual ‘Strategic Marketing in the Legal Profession’ conference was a great opportunity to catch up with readers of the magazine – and new faces in law-firm marketing – to chew the fat about a number of issues.

Volume 1 Issue 3 - Editor's letter
This year I will have the pleasure in attending Ark Group’s seventh annual conference on strategic marketing for the legal profession. I will be joined there by speakers and delegates – some of whom have featured as writers within these pages – who will be discussing an enormous range of marketing topics, from key-account management to business and strategy development.

Volume 1 Issue 2 - Editor's letter
Mention branding to any law-firm marketing director and you’re guaranteed to get a passionate response. Whether they are enthusiastically leading an image revamp or struggling to communicate the brand message around the firm, one thing is certain. For the majority of firms, brand is a vital contributor to successful market positioning and business development at every level.

Volume 1 Issue 1 - Editor's letter
When David Clementi released his groundbreaking report on the state of the legal industry in 2004, he opened the door to massive change, which would have a knock-on effect on the way law firms conducted their business.
In a bid to drag firms into the 21st century and open up the market to increased competition, he proposed radical deregulation reforms, which will eventually enable non-lawyers to own, manage and finance law firms.