How a legacy legal firm’s success was enhanced by its embrace of marketing

For the legal company Addleshaw Goddard, it may have taken almost 250 years, but it has been well worth the wait to completely embrace marketing. The company had never before employed a head of marketing, launched a brand campaign, or even had marketing analytics in place before 2019. When entrusted with overhauling the firm’s marketing strategy, Laura Ottley (who joined the company in 2020 and was promoted to chief marketing officer in 2023) and Brian Macreadie (who arrived as head of marketing in 2019) encountered this scenario.