Clark Hill has grown from a regional US firm, to an international firm with 25 offices. Marketing and Business Development was no longer fit for purpose.
They embarked on an ambitious initiative to completely re-imagine their marketing function and make the most of their global potential, through a very clear and comprehensive design of the department and how it has impact as a cohesive central function for the firm.
The judges were particularly impressed by the scale of their research and project commitment, how they achieved buy-in at every level and how they have creatively used data and technology in the delivery and measurement of marketing success, and achieved remarkable results.
Danny Wallace, Roy Sexton, Susan Ahern & Megan McKeon (Clark Hill) and Cameron Ireland (BoardEx)
Winner's quote: “We are thrilled and honoured to be recognized by Managing Partners Forum for the strategic and operational transformation of the Marketing and Business Development Department. This initiative was achieved by incredible multi-stakeholder collaboration, the design of an innovative technical infrastructure; and the implementation of a flexible, defined process. A key focus was the capture, organisation and analysis of data which brings a new layer to our firm’s competitive edge.”
Susan Ahern, Chief Marketing and Business Development Officer, Clark Hill
What at a cursory glance seems like a simple project, to update lawyer biographies on-line, was impressive in its execution. The way that it was delivered uniformly across the globe – and how it has flipped the traditional bio to be much more about what clients want to know. Changes include a greater focus on relevant experience and views plus a more authentic and human image of the lawyer through natural photos and first-person descriptions.
Already the most consistently viewed pages on Bird & Bird’s website, the bios’ update resulted in an impressive double-digit increase in views. Improvements were then rolled onto LinkedIn.
The update has also embedded a technology process and a seamless intranet to internet link that has removed pain and hassle for the lawyers and digital team who update profiles – in turn ensuring that biogs are now more relevant and accurate.