Despite globalisation and the need for local marketing in varying jurisdictions, the central marketing function is usually in London. However, SJ Berwin's head of marketing Mark King says that many firms are now evolving their overseas marketing so that staff can carry out localised marketing. But many still use the central office as a benchmarking tool to maintain consistency, making sure that corporate identity is adhered to. Firms like Linklaters will be among the first to have a team that's not based in London. It's almost inevitable, but it won't happen quite yet.
Slater foresees a greater emphasis on client-facing marketing.
There should be an increased focus on actual client relationship development and improvement of service to clients as a way of improving business, and away from things like corporate hospitality and mass direct marketing that law firms used to think was the way to market themselves. You can't beat good old client relationships and service delivery. He adds that it is important to focus heavily on the sort of clients and work a firm wants to have rather than accepting any old sort of work. Despite being one of the original advocates of marketing chiefs getting partner status, Slater does not have the voting power of an equity partner, as Law Society rules bar equity partner status to non-lawyers. But Slater expects this barrier to go in the next couple of years.