Marc Gericó: “The Legal Marcom Awards create connections between lawyers and big firms”

Marc Gericó, managing partner at Gericó Associates, interviewed by Confilegal on the occasion of the Legal Marcom 2022 Gala

In this interview, Marc Gericó explained the basis on which the Gericó Associates team works and the importance and growth of the Legal Marcom Awards, the latest edition of which was held on Thursday 17 November 2022 at the WiZink Center in Madrid.

Gericó assures that the good moment that Gericó Associates is experiencing is the result of a strategy implemented over eleven years: “We are at a very important moment of maturity. Personally, I am very happy and proud of what we have done, with the people we are working with, and with the open doors we have achieved in many firms in the international market”.

He also points out that Gericó Associates is one of the few consultancy firms that works at the same time in the strategic areas of Marketing, Communication and Business Development focused on the legal sector.

In relation to the third edition of the Legal Marcom Awards, Gericó highlights the evolution that the project has undergone since its first edition in 2016: “Why not integrate a million Spanish-speaking lawyers, adding Spain and Latin America, and take advantage of the synergies that arise from this?” He assures that this event is a “connecting link between law firms and their clients”.

Internationally, Gericó explains that Spain is a very attractive market for Latin American firms, as are the UK and the US, which are two reference markets in legal marketing.

As for firms’ knowledge of their clients, he says that they must have a 360º vision to be able to satisfy all their needs: “They must have a financial perspective, a client perspective, a brand perspective, a process perspective and a business development perspective.

Regarding international rankings, he explains that the most prestigious ones, such as Chambers and Partners and Legal 500, have become important seals of quality to guarantee the solvency of firms: “We have seen how, both in Spain and Latin America, even governments ask to know the positioning in these rankings of firms in public tenders”. Aware of the great importance of international directories in the legal sector, Gericó Associates has a team specialised in international rankings led by two former Chambers and Partners in London.

Gericó Associates adapts the strategy to the characteristics, size, and objectives of each law firm: “We have the advantage of being able to open doors in different markets for our clients. We have a very powerful network of international contacts,” explains Gericó.

If you want to read the full interview in Confilegal, click here.