Subscriber Exclusive 
How embracing marketing bolstered the fortunes of a heritage law firm
Addleshaw Goddard didn’t see the value in marketing for nearly 250 years – that was until a new team convinced senior leadership on the power of brand building and creativity to secure results.
It may have taken nearly 250 years but fully embracing marketing has been worth the wait for law firm Addleshaw Goddard.
Prior to 2019 the business had never had a head of marketing or ran a brand campaign before, in fact, it didn’t have any marketing analytics in place at all. This was the situation that Brian Macreadie, who joined the firm as head of marketing in 2019, and Laura Ottley, who joined the business in 2020 and was made chief marketing officer in 2023, were faced with when tasked to overhaul how the firm’s approach to marketing.
