Marc Gericó: “The Legal Marcom Awards are a meeting point and, at the same time, a recognition of the firms and professionals who have made an outstanding contribution to the development of the legal sector”

The Ibero-American media Líder Legal interviews our managing partner, Marc Gericó, in the framework of the Legal Marcom Awards 2022

“The main objective of the Legal Marcom Awards are to be a meeting place for law firms and companies,” explained our managing partner, Marc Gericó, in an interview with the media Líder Legal in the framework of the Legal Marcom Awards 2022.

One of the distinguishing features of these awards is their jury, made up of 40 general counsel from leading companies such as Banco Santander, Coca-Cola, Microsoft, NH Hoteles, Mercedes Benz, Mahou – San Miguel, Repsol and Telefónica, and legal journalists from media outlets such as El Confidencial, Cinco Días, Expansión, Líder Legal and El Confilegal, among others.

As for the criteria taken into account by the jury, Gericó explains that “The Legal Marcom Awards do not seek to reward the legal quality of the work after a study of cases such as Chambers and Partners and Legal 500. They go further: the assessment is made from the point of view of reputation and brand positioning”.

Among the attendees of the Legal Marcom Gala were legal professionals from Spain, Latin America and the United Kingdom. The event was attended by Mr. José María Alonso, Dean of the Madrid Bar Association (ICAM), as well as Mr. Enrique López, Presidency, Justice and Interior Minister of the Community of Madrid.

In relation to the growth strategy of law firms, our founding partner assures that “those that grow continuously at a good pace are those that consider that the Marketing, Communication and Business Development departments are a vital part of their business strategy“. He also stresses that it is essential that the directors of these areas work hand in hand with management and that firms are aware of the importance of a professionalised strategy when it comes to retaining and attracting clients, as well as preserving the firm’s reputation.

In the same sense, he says that to position, differentiate and improve a law firm, three key steps must be followed: carry out an internal and external analysis of the firm, carry out strategic planning and, finally, implement it over time and define responsibilities: “We are living in very dynamic times where five-year strategic plans are no longer valid. Now, as in Silicon Valley, many firms have 6 and 12 month plans.

In turn, a specialised consultancy firm such as Gericó Associates must seek to immerse itself in the business of each client “to understand the project from the inside and become a true business partner of the firm, accompanying it in all its phases of creation, development and growth”.

As part of its international strategy, Gericó Associates has strengthened its international directories team in 2022 with two important additions from Chambers and Partners in London. The consultancy firm is also part of the international network Mirovia, a project in constant growth at international level.

If you want to read the full interview in Líder Legal, click here.