LAW FIRM MARKETING SUMMIT 

Islands of Certainty - Building on Core Skills in a Sea of Change

Now in its tenth year and firmly established as a highlight of the marketing and BD calendar, the Law Firm Marketing Summit 2025 brought together senior marketing, business development, and communications professionals to explore how core skills and values remain essential in what The Economist has described as “The Age of Chaos.”

As geopolitical shifts, economic uncertainty, and emerging technologies such as Gen AI continue to reshape the business landscape, delegates discussed how strong marketing and BD teams can help their firms stay focused and resilient amid constant change.

As always, the summit aimed to equip attendees with practical insight and actionable strategies. Expert speakers analysed how global developments are influencing the legal industry and considered what the marketing and business development team of the future might look like.

Discussions emphasised that enduring skills — such as effective communication, commercial awareness, and the agility to adapt strategies — remain vital, even as new technologies and market dynamics redefine the profession. Speakers also explored the new opportunities available to marketing professionals who remain calm and strategic in uncertain times.

We were delighted to welcome back Alessandra Almeida Jones, Global Chief Marketing Officer at BCLP, as chair of this year’s summit, held at RSA House in London on 14 October. Alessandra expertly guided the day’s discussions across an inspiring programme of topics, including:

• Macroeconomic trends shaping the legal sector
• Where true innovation is happening within law
• Practical applications of AI marketing technology
• The importance of internal communications in a polarised world
• Building effective collaboration with business peers
• Career development in a changing marketplace
• The future of law firm marketing

The event featured a dynamic mix of keynote presentations, interviews, high-level panels, and interactive workshops — including the ever-popular Directories Breakout and Client Panel sessions.

The summit once again fulfilled its mission to inspire and equip delegates with practical ideas and insights they could apply immediately. With a growing international audience and plenty of networking opportunities, this year’s event proved an invaluable forum for sharing knowledge and building connections across jurisdictions.