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Marketing after lockdown

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17 June 2020 / Grania Langdon-Down
Issue: 7891 / Categories: Features , Opinion , Profession , Covid-19
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As firms scramble for position post‑lockdown, effective marketing is crucial. Grania Langdon‑Down speaks to the experts
  • Highlights importance and value of return on investment (ROI).
  • Marketing & PR professionals offer views on how legal marketing will change after COVID-19.

As the lockdown starts to ease, measuring the effectiveness of marketing initiatives will be mission critical as law firms and barristers’ chambers seek to position themselves in a business landscape fundamentally changed by COVID-19.

In a special report for NLJ, lawyers and legal marketing and communications professionals consider what lies ahead in this ‘unchartered period of global change’ as everyone comes to terms with working in a more virtual world.

ROI: Return on investment

How will legal professionals measure what may be a better value marketing mix but one which is ‘frustratingly less human’? Will business travel be changed permanently as people see the potential benefits for the planet and family/work life balance?

However, amid the uncertainty, all agree that measuring the success of marketing initiatives through return on investment

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Writing in NLJ this week, Jonathan Fisher KC of Red Lion Chambers argues that the ‘failure to prevent’ model of corporate criminal responsibility—covering bribery, tax evasion, and fraud—should be embraced, not resisted
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Writing in NLJ this week, Sophie Ashcroft and Miranda Joseph of Stevens & Bolton dissect the Privy Council’s landmark ruling in Jardine Strategic Ltd v Oasis Investments II Master Fund Ltd (No 2), which abolishes the long-standing 'shareholder rule'
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In NLJ this week, Sailesh Mehta and Theo Burges of Red Lion Chambers examine the government’s first-ever 'Afghan leak' super-injunction—used to block reporting of data exposing Afghans who aided UK forces and over 100 British officials. Unlike celebrity privacy cases, this injunction centred on national security. Its use, the authors argue, signals the rise of a vast new body of national security law spanning civil, criminal, and media domains
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