We interviewed the partners of Gericó Associates for their 10th anniversary: Marc Gericó, Juan Martín Fierro, María Sol Rubio and Wilfredo Murillo tell us anecdotes about their beginnings, the coordination of the different international offices and funny situations in the office or while teleworking, among others
Gericó Associates turns 10 years old! We interviewed its founding partner and Managing Partner, Marc Gericó, as well as its partner in Colombia, Juan Martín Fierro, its partner in Chile, María Sol Rubio, and its partner in Peru, Wilfredo Murillo.
What is their day-to-day life in the company like? What is the most curious moment they have experienced in the office or while teleworking? What are their goals for the coming years? They answer these questions and much more!
Interview with the partners of Gericó Associates
1.What five words come first to your mind when defining the essence of Gericó Associates?
Juan Martín: “Knowledge, professionalism, trust, experience and commitment.”
Marc: “Entrepreneurial vision, empathetic listening, commitment, human quality and love for detail.”
María Sol: “Entrepreneurial vision, empathetic listening, commitment, human quality and love for detail.”
Wilfredo: “Human quality, excellence, internationality, love for detail and a great project.”
2. Tell us the funniest or most curious anecdote that has happened to you during your time at the firm
Juan Martín: “It was in the middle of the pandemic. I went into a video call that I was supposed to attend without turning on the camera, but someone told me that it was on. The point is that since I was on the coast, I hadn’t put on my shirt.”
Marc: “No doubt, seeing one of my partners shirtless at the start of a conference at the beginning of the pandemic! For a moment I thought about dusting off our crisis communication manual!”
María Sol: “I don’t know if it’s a funny anecdote, but it is peculiar, because when I started working at Gericó Associates I traveled to Madrid in mid-January 2020 with the aim of working with the team in person for a year to get to know the dynamics and culture of the company. A month and a half later we were confined by an unknown virus, and the rest of the story… We did not quite achieve the face-to-face experience, but we demonstrated that we could achieve the objectives even in virtuality.”
Wilfredo: “My first trip to Spain to see the main offices of Gericó Associates; I went to the main tower instead of the office: no GPS and no memory of the address. I walked for two hours until, by memory, I remembered the facade. I had to ask a security guard for his phone number to look up the exact address of the Spanish headquarters.”
3. How is the day-to-day teamwork at Gericó Associates, especially the coordination between the international offices? (Spain, Chile, Colombia, Mexico and Peru)?
Juan Martín: “We support each other a lot, I think that’s what I like most about working with my partners and the team at Gericó Associates. Each one knows their field very well and I learn a lot every time I consult them on something. The communication between us is constant.”
Marc: “On Mondays at noon we have our weekly team meeting in which we convene the Latin American team. We analyze what we have done in the previous week and plan what is to come. Later in the week, we hold management meetings between the partners to discuss the more strategic and Business Development issues.”
María Sol: “Fortunately we are very adapted to working remotely and in different time zones. We handle different tools that support us in coordination and that way we stay aligned”.
Wilfredo Murillo: “Well, knowing that on the other end of the phone, in another country, you have someone with whom you also spend time talking and you feel that despite the distance, everything is handled so dynamically. To feel that, despite our busy schedules, there is always a space to respond to each other and to all the team members. The day to day flows between holidays in each country, time differences, it’s challenging, but when quality unites, the extra mile between the team stands out”.
4. What do you especially remember from your beginnings?
Juan Martín: “That I was as nervous as I was excited about opening a new field of practice for my profession, that of consulting. I am very happy to have opened that path and hopefully other lawyers will follow, enrich and improve it.”
Marc: “Since I was born in Barcelona, I would highlight the (hard) trips at 05:00h. in the morning from Barcelona to Madrid, until in 2014 I set my residence in the capital.”
María Sol: “Always the first months are the most complex in a new company, since everything is new, from the team and the systems to getting to know the clients and their particularities. At Gericó Associates they always made sure I was comfortable from day one.”
Wilfredo: “Over 300 meetings in one year. Hours of long conversations and evangelism. 14 hours of daily work. A lot of collaboration from everyone and above all the spirit of wanting to grow.”
5. What would you highlight from all this time spent by the firm and its evolution?
Juan Martín: “Undoubtedly its professionalism and high degree of specialization in the legal sector. Gericó Associates is the only consulting firm that in these 10 years has matured to cover all fronts related to Marketing, Communication and Business Development in a changing, dynamic and very demanding industry. That has tremendous merit.”
Marc: “It is very difficult to stay with just one aspect. One would be the good times with the team in more relaxed moments. Another would be working on complex projects, those that involve getting the best out of each of the people involved. I think that’s what has allowed us to grow the most.”
María Sol: “I think that at Gericó Associates we have grown a lot in our markets, we have also become more professional and that is very important to keep the team going and, above all, to keep our clients happy!”
Wilfredo: “How we have grown, maintaining the same mystique, quality, excellence, both professional and human. The international experience we have achieved, and all the initiatives that are not remunerated but that contribute to our own purpose of contributing to the transformation of the legal sector”.
6. What are the main objectives of Gericó Associates in the coming years?
Juan Martín: “To strengthen our leadership as specialized consultants in the legal sector in Ibero-America and, in my case, particularly in Colombia. We will also work on a series of events and trainings that have the whole team very excited and about which we will tell you about starting in 2022.”
Marc: “To consolidate our position as the consulting firm of reference for legal sector businesses in the Spain – Latin America – UK triangle.”
María Sol: “We have big plans that you will see little by little 😄.”
Wilfredo: “To be a brand that generates a distinctive in its clients. That, if someone is or was a client of Gericó Associates, it is because its leaders have human quality, business vision, methodology and passion for innovation.”
7. What characterizes the firm’s team?
Juan Martín: “First and foremost, I have found great human beings at Gericó Associates. From there, everything is a gain. They are admirable professionals and passionate about what they do.”
Marc: “The current team is characterized by the female leadership we have been betting on, human quality and commitment to the project. I would also highlight the closeness between us, leaving aside the hierarchies that may exist in other organizations. I think we have generated a climate in which we have a very direct communication and constant feedback.”
María Sol: “Solidarity and companionship.”
Wilfredo: “World vision. Experience and knowledge in what they do. Methodological.”
8. What would you highlight about the law firms you work with?
Juan Martín: “Their dedication, knowledge and professionalism. I have been working with Colombian lawyers and attorneys for many years and I admire the way they exalt their profession, how convinced they are of doing what they do.”
Marc: “Their confidence in us. The fact that they let us work with absolute confidence because they know our rigor and professionalism when it comes to implementing the best solutions in their firms.”
María Sol: “At Gericó Associates we have clients in different countries, and from very small to large international firms, so it is difficult to generalize. Anyway, they are usually open to our recommendations and eager to work on transforming their brand, and that is what motivates me the most.”
Wilfredo: “They are leaders in their segments or industries. They are curious. They seek to stand out and make management and marketing pillars of their organization.”
9. Any message you would like to send to clients and other readers of this interview?
Juan Martín: “To our clients, thank you for your vote of confidence. I have always believed more in a relationship of allies, of partners, of collaborators, than of simple service providers, and I say this because in addition to the satisfaction of contributing to the growth of the firms, it is vital for us to learn from them. It is a two-way relationship, of mutual growth.”
Marc: “To the clients who have trusted us over the last decade, just a: THANK YOU.
To the partners of firms that want to go a step further, just encourage them to see themselves as true entrepreneurs. This entails setting their annual budgets with their projections and, strategically, defining where to invest the next year’s resources and to be constantly observing the macro and micro environment in order to take the optimal direction. And finally, try to enjoy the frenetic pace of everyday life!
Finally, I would also like to thank each of the people who are part of Gericó Associates, as well as the journalists, young talent, collaborators, etc. for their support over these 10 years.”
María Sol: “More than anything, that they take into account the importance of Marketing and Communication in the day to day of their firm. A good support team in these areas will make a difference in growth.”
Wilfredo: “We are still at 2% of what we can contribute to the legal sector. We have many ideas, projects, initiatives and desire to continue contributing to transform the legal sector. We want to share all of this with our clients and have them join us in the next steps.”
https://www.youtube.com/watch?v=ctM9q7cqrYc
Shall we talk?
Gerico Associates is the first legal marketing and legal communications consulting firm in Europe and Latin America. If you would like to be informed about future events or participate in one of them, you can contact us by sending an email to info@gericoassociates.com or by clicking here.
