When we were researching how best Lextel could serve the legal market, our first thoughts were not around what law firms needed but what their clients were asking for.
As legal editors, we had spent many years creating content for and about the buyers of legal services so we consulted with in-house counsel as well as law firm marketing teams in the UK, US, Singapore, Ireland, France, Australia and Hong Kong.
While speaking to law firms was very helpful in identifying how Lextel might assist them, it was our discussions with banking and corporate counsel that made it clear there was a major gap between what clients wanted in terms of insights and thought leadership and what was being offered to them.
As one UK law firm marketing director said there was a disconnect between what clients perceived as valuable and what law firms were producing.
- Firms were only likely to give insights which assisted clients when that was part of formal advice.
- There was little attempt to provide sector-focused and tailored content.
- And firms were missing out on the opportunity to demonstrate how they were adapting to the changing demand for their services in terms of innovation or diversity.
On the law firm side, marketing and BD teams were struggling to get lawyers to engage with clients through content and to get data on what was working. If the latter was not there, the former was harder to change.
We thank firms for their feedback. Lextel has been created not only to help firms deepen their relationships with clients and prospects but also to help firms work more collaboratively so that partners, associates, business development and Marcomms teams benefit from a diverse and complementary skillset in driving their client relationship development.
The Benefits of Working With Us
Access to specialist advice
Fixed fee arrangements
We provide fixed not hourly rates so that you know what your spend will be and we work to deliver on agreed performance indicators without incurring additional charges.
Save time and resources
Avoid ‘spray and pray’ marketing
We undertake research with target clients to ensure that your team is addressing the current challenges of clients and prospects and delivering content which builds new relationships.
Motivate your teams
Track your return on investment
Would you like a free consultation to discuss your project in confidence?
Combining legal industry expertise with digital marketing specialists, our team brings a data-driven approach to legal marketing and business development.
- BA Hons International and Political Studies (Coventry University)
- International Student Exchange (Rowan College of New Jersey, US)
- The Frank Denning Memorial Award (University of Vienna, Austria)
T: 44 20 7193 7248
- Maîtrise (LLM) in French Law (Université de Paris I (Panthéon-Sorbonne))
- LLB Hons (King’s College London)
- MA Historical Research (Birkbeck College, London)
- BA First Class Hons Modern History (Oxford University)
T: 44 20 7193 0781
LEAD EDITOR, APAC
Jess has particular expertise in the Asia-Pacific market. She helped with the launch of the Asia outfit of Law.com in 2011 and prior to that wrote for Asian Legal Business. Jess went in-house in 2014 and spent seven years working with Herbert Smith Freehills, K&L Gates and NRF.
Her key strengths are around crisis management, developing regional communication plans, and devising and executing major regional campaigns by marrying business and marketing objectives and ensuring results are measured and optimised. Jess has significant experience and demonstrable success in building infrastructures and best practices for legal directories, award submissions and social media engagement. At the firms where she worked, she secured numerous coveted industry awards, new directory rankings and promotions, and media coverage. She delivers training on media engagement, social media and submissions.
Jess has worked in Australia, Hong Kong, Singapore and the UK.
- BA Journalism and Public Relations (Murdoch University, Australia)
- Diploma, Law and Management (Temasek Polytechnic, Singapore)
Nathalie is a Solicitor who trained at Allen & Overy and qualified into their Litigation department where she remained for ten years. She then worked as a Knowledge Management Lawyer, first at Slaughter and May and then at Simmons & Simmons, before moving to a legal training platform (Legal Network TV, which was part of the then-College of Law) where she worked as a Writer-Presenter of legal training programmes for the legal profession. More recently, she was involved in contributing to, and editing, the Allen & Overy client newsletter Litigation and Dispute Resolution Review and has also worked for LexisNexis as a Legal Editor for Halsbury’s Laws. Nathalie speaks fluent French and German.
- LLB (European) from Exeter University (including one year studying German law at the Universität des Saarlandes)
LEAD EDITOR, APAC & MENA
Cindy is an experienced business development and marketing professional with 8 years of experience in the legal sector.
Prior to relocating to Dubai, UAE in 2020, she was regional business development manager at Norton Rose Fulbright in Singapore, where she was responsible for BD and marketing efforts across key Asian markets. Her strengths lie in working with key internal stakeholders in high-value pursuits and to drive integrated BD and marketing initiatives across sectors, practices and jurisdictions.
Cindy also has significant experience in building bid infrastructure, events, client relationship management, business research, growth strategy planning, and profile raising campaigns in relation to legal directory/league table/award submissions, thought leadership and digital marketing.
PARTNER, BUSINESS DEVELOPMENT
Having started his career at Baker McKenzie, Willem has since held a number of leadership roles at UBM, Autonomy, Hewlett Packard and Oracle. He holds a Master’s Degree in Economics from the University of Amsterdam, and speaks Dutch, English, German and Spanish.
At Lextel, Willem leads the business development team working with client law firms to blend content and technology to deliver their business goals.
T: +44 7576 675766
LEAD EDITOR, CHINA/APAC
Yun has over 15 years’ experience in the legal industry having worked as an editor and journalist for Asian Legal Business and for nine years as Asian and International Editor of The Lawyer. She has a postgraduate degree in law from the University of New South Wales as well as a bachelor’s degree in Media and Communications from the University of Adelaide. She is well known to regional firms for her ability to grasp the market trends, regulatory updates and industry developments in Asia, particularly in Greater China, and puts her experience to the benefit of firms by drafting and producing compelling submissions for some of the world’s fastest growing legal markets.
BUSINESS DEVELOPMENT DIRECTOR
Before joining Lextel, Mak worked on content marketing campaigns for blue chip corporates including Siemens, HERE, Mastercard, Deutsche Telekom, EY, Novo Nordisk and Nokia. He brings a wealth of best practices and digital marketing skills to the legal sector including inbound marketing skills, social media expertise and the use of data analytics, tools which companies routinely employ in their client relationship management.
At Lextel, Mak assists law firms to deliver their business development goals through account-based marketing and thought leadership campaigns.
ASSOCIATE PARTNER, NORTH AMERICA
- BA Hons Law, Modern Languages (French and Russian) (University of Cambridge)
LEAD EDITOR, EMEA & LATIN AMERICA
DIGITAL MARKETING MANAGER
DIGITAL MARKETING MANAGER
Rachel uses HubSpot to create inbound marketing campaigns across different platforms delivering high-quality content through automated workflows. She advises firms on how to use technology to improve their marketing returns and how to implement data-driven strategies to provide measurable results.
- English Language (London Study Centre)
- BA Hons English Literature (Atomi University, Saitama)
ASSOCIATE PARTNER, EMEA
- BA History (University of Southampton)
LEAD EDITOR, AUSTRALASIA
- Chartered Institute of Marketing (CIM) – Diploma in Professional Marketing
- Chartered Institute of Insurance (CII) – Certificate in Insurance and Certificate in London Market Insurance
- Certificate IV Business Management
LEAD EDITOR, EMEA & APAC
Mark lived and worked as a journalist in Hong Kong for eight years and has recently moved back to London. He worked with Lextel partner Stephen Mulrenan to launch the Compliance Insider magazine, helping law firms understand an evolving legal landscape. Mark then moved to The Corporate Treasurer producing daily content and a monthly magazine.
Following The Corporate Treasurer, Mark founded the Outdoor sports section at the South China Morning Post (SCMP). Under his guidance, the section grew by 100 per cent in terms of readership year on year in its first four years. During his time at the SCMP, he also held training sessions for other journalists on interview techniques and story structures.
GRAPHIC DESIGN AND ART DIRECTOR