Large law firms set to increase market focus in 2003

Large law firms set to increase market focus in 2003

Large law firms are spending more than ever before on marketing, according to new research.

A survey of 82 firms by recruitment consultants Chambers & Partners found that although salaries for marketing professionals have not increased substantially over the past year, most firms will be increasing their marketing staff levels in 2003.

Although only a quarter of smaller firms (one to 44 partners) were planning to boost their marketing department, this rose to half of firms with 75-149 partners, and all firms with 150 or more partners.

The largest firms also grew their marketing teams the most in 2001-2, seeing an average 20% increase.

Forty per cent of firms plan to grow business development, with 30% concentrating on database/Intranet work, 20% on client care, and 10% on research and analysis.

The business development/marketing director of a 150-plus partner firm received an average salary of 140,000, compared to 103,929 in firms of 75-149 partners, 72,279 in firms of 45-74 partners, and 61,660 in smaller practices.

Marketing managers could expect between 36,692 and 47,500 depending on the size of firm, and press officers between 30,000 and 39,667.

Chambers' consultant Amanda Johnston said: 'Although salaries have not increased a great deal for marketers...

there is no doubt that firms are realising the importance of investing in their marketing departments.'

The fact that all the large firms questioned were intending to recruit more marketing professionals was, she said, indicative of this.

Meanwhile, City firm Hammonds confirmed this week that it had significantly restructured its marketing team, reducing the communications department from 26 to just four.

A spokeswoman stressed that only two jobs were lost, with the rest redeployed in other departments.

'Although our communications and marketing team now numbers four, we have created other departments such as the new quality team which has a business analysis and research function.'

See Editorial, page 14 (see [2003] Gazette, 6 March)

Victoria MacCallum