It is now just over 15 years since law firms began marketing – sort of. The 1980s could be categorised as the ‘what do we do’ period, and it was not until late in the decade that law firms were allowed to start marketing directly. The early ’90s were then devoted to removing cultural obstacles within law firms – essentially the fact that lawyers felt that marketing was vulgar.
However, miraculously, by the mid- to late-’90s law firms had discovered branding. They embraced marketing professionals and by the end of the decade had even launched concerted advertising campaigns – and not just through job adverts. Some even dared to sponsor sporting events and to advertise at football grounds.
