1. The reproduction, modification, or distribution by whatever means of the whole or any part of this presentation (including, without limitation, all images, logos, graphs, charts and quotes) is strictly forbidden without specific written permission from the author. 2007 Leigh Dance

2. Global Growth: Marketing Your Law Firm Internationally New York LMA Luncheon July 21, 2005 E. Leigh Dance, ELD Project Marketing International, Inc. Jolene Overbeck, Chief Marketing Officer, Shearman & Sterling Michael J. ONeill, Partner, Howrey Global Growth: Marketing Your Law Firm Internationally New York LMA Luncheon July 21, 2005 E. Leigh Dance, ELD Project Marketing International, Inc. Jolene Overbeck, Chief Marketing Officer, Shearman & Sterling Michael J. ONeill, Partner, Howrey

3. Todays presentation I. High performance global marketing drivers II. Global marketing organization structures & staffing III. Marketing on a global scale: key challenges and how to surmount them IV. Using technology to support global marketing V. Best practices: international client development VI. What global corporate counsel want I. High performance global marketing drivers II. Global marketing organization structures & staffing III. Marketing on a global scale: key challenges and how to surmount them IV. Using technology to support global marketing V. Best practices: international client development VI. What global corporate counsel want

4. The roles of marketing and business development in winning clients around the world

5. Platform: Marketing & communications

6. Marketing and communications Business development: actively competing for client work

7. Marketing and communications Business development Client retains you

8. Global growth: reaching the summit more often with broader client relationships Global growth: reaching the summit more often with broader client relationships clients buy internationally based on industry/ practice expertise outside of anglo-saxon world, experience is with relationship building and sales local lawyers understand local client needs BUT firm marketing strategy best developed centrally You cant cover all of the terrain clients buy internationally based on industry/ practice expertise outside of anglo-saxon world, experience is with relationship building and sales local lawyers understand local client needs BUT firm marketing strategy best developed centrally You cant cover all of the terrain

9. I. High performance global marketing drivers: Skilled business development aimed at global corporations – complex client relationships client intelligence multiple points of contact, managed cohesively sector/practice-focused research and analysis capabilities formalized proposal/pitch preparation and debrief across offices Skilled business development aimed at global corporations – complex client relationships client intelligence multiple points of contact, managed cohesively sector/practice-focused research and analysis capabilities formalized proposal/pitch preparation and debrief across offices

10. I. High performance global marketing drivers: Practice group focus emphasis on firmwide practice/industry group objectives and plans, executed globally and locally practice group collaboration across borders marketing staff assigned to practice groups Practice group focus emphasis on firmwide practice/industry group objectives and plans, executed globally and locally practice group collaboration across borders marketing staff assigned to practice groups

11. I. High performance global marketing drivers: Excellent communications & IT infrastructure internal communications: about firm capabilities, regulatory developments and clients effective media relations in multiple markets to broadcast news identity and brand management: consistent messages Excellent communications & IT infrastructure internal communications: about firm capabilities, regulatory developments and clients effective media relations in multiple markets to broadcast news identity and brand management: consistent messages

12. marketing department structures at various firms II. STRUCTURES

13. Head of Marketing Marketing Manager Practice Groups 1 Marketing Manager Practice Groups 1 II. Structures - Marketing Department 1 Marketing Executive Marketing Assistant (Optional) Marketing Assistant (Optional) Marketing Manager Practice Groups 2 Marketing Manager Practice Groups 2 Marketing Executive Marketing Assistant (Optional) Marketing Assistant (Optional) Marketing Manager Practice Groups 3 Marketing Manager Practice Groups 3 Marketing Executive Marketing Assistant (Optional) Marketing Assistant (Optional) Marketing Manager Practice Groups 4 Marketing Manager Practice Groups 4 Marketing Executive Marketing Assistant (Optional) Marketing Assistant (Optional)

14. Head of Marketing Bus. Devel. Mgr. Practice Group 1 Bus. Devel. Mgr. Practice Group 1 II. Structures - Marketing Department 2 Marketing Executive Bus. Devel. Mgr. Practice Group 2 Bus. Devel. Mgr. Practice Group 2 Marketing Executive Bus. Dev. Mgr. Practice Group 3 Bus. Dev. Mgr. Practice Group 3 Marketing Executive PR/Media Team Database Team Database Team Events Team

15. Head of Marketing PR/Media Relations Manager PR/Media Relations Manager II. Structures - Marketing Department 3 Marketing Executive(s) Marketing Assistant (Optional) Marketing Assistant (Optional) Communications Manager Communications Manager Marketing Executive(s) Marketing Asst. (Optional) Marketing Asst. (Optional) Events Manager Events Manager Marketing Executive(s) Marketing Asst. (Optional) Marketing Asst. (Optional) Business Analysis Manager Business Analysis Manager Marketing Executive(s) Marketing Asst. (Optional) Marketing Asst. (Optional)

16. VI. GLOBAL CORPORATE COUNSEL STRESSFUL DAYS: its not about you Will everything on that transaction come together in time? Can I hold onto my in-house team? Do we fully understand the implications of that deal? Ive raised concerns to management-- are they listening?

17. COMMON CONCERNS Is this what in-house lawyering has come to? Ticking compliance form boxes!

18. COMMON CONCERNS If Im the company policeman how can I be a business partner? No one will talk to me!

19. COMMON CONCERNS What dont I know today that might get us in trouble tomorrow?

20. COMMON CONCERNS Do we have the time and the access to provide thorough and correct advice?

21. VI. HOW OUTSIDE LAWYERS ADD VALUE Tell me what key questions I havent asked Make me a star to the management team, (from halfway around the world) Make the unfamiliar markets less of a headache Bring me practical info organized to look across our markets, to help us prepare for the future Answer my bosses questions. Dont complicate things. Make my problems your problems

22. Global Growth: Marketing Your Law Firm Internationally New York LMA Luncheon July 21, 2005 E. Leigh Dance, ELD Project Marketing International, Inc. eldance@eldinternational.com Global Growth: Marketing Your Law Firm Internationally New York LMA Luncheon July 21, 2005 E. Leigh Dance, ELD Project Marketing International, Inc. eldance@eldinternational.com