Cravath, Swaine & Moore, a firm so synonymous with gold-standard work that it probably has never had to market itself, has plans to beef up its marketing department over the next few months, according to three sources familiar with the matter.

The firm may hire as many as four new members of a marketing team that will do everything from finding work assignments that fit within the firm’s history to pitching its work to magazines, such as The American Lawyer, that rank law firms using various metrics, the three sources say.

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