Not so long ago, legal marketing was nothing more than making things look pretty. As law schools flooded the United States with new grads in the 2000s and businesses demanded more from their counsel, we moved into an era in which law firms realized that marketing was no longer an afterthought.

The law never has been as competitive as it is today, and this trend shows no signs of abating. Marketing is increasingly vital to law firms, with its sophisticated emphasis on business development, technology, branding, innovation, strategy and creativity. I have had a front-row seat to this evolution of marketing at Eversheds Sutherland. Our recent combination and step up onto a global platform has demonstrated to us just how important marketing intelligence can be in making strategic decisions.

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