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Dallas-based Haynes and Boone decided last year to kick its marketing efforts up a notch by reorganizing the department and hiring a chief marketing officer who is not an attorney.

“We totally restructured what we had done for the past 20 years to put ourselves in a position to be more competitive,” says partner Timothy E. Powers, chairman of the firm’s business development committee. “It’s going to the next level in a more competitive environment.” The firm, which has 414 attorneys in Texas and 481 firmwide, reorganized its efforts into a business development group and a marketing group, with the nonlawyer directors of each group reporting to Chief Marketing Officer Blain Banick. Powers says the firm did a national search to find Banick, who has an M.B.A. The marketing staff, which is centralized in Dallas, is responsible for activities such as sponsorships, advertising and communications, Powers says.

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