Passle CMO Series Podcast Passle

Authentic, human-centred stories have long been a staple in B2C marketing, but they’re much less common in the world of professional services. As digital media rises, the fast-paced nature of the media landscape and decreasing attention spans mean marketers need to put in extra effort to make a substantial impact.
In this episode of the CMO Series, Charles Cousins welcomes Paul Askew, the Global Strategic Campaigns Manager at Withersworldwide. 
Paul discusses the power of storytelling in professional services marketing which is highlighted by their highly successful campaigns, 'Global Rethinkers', 'The Discourse', and 'Defining Moments', created in partnership with the Financial Times.
Paul and Charles cover:
The importance of storytelling in a firm’s marketing strategy
How authentic, human stories significantly personalizes marketing, especially in the legal sector
The journey of shifting brand perception through the use of partnerships and support from partners and clients
The impact, challenges and the measure of success regarding campaigns and the reason behind the success
Paul’s insights into the future of personal storytelling in his marketing strategy

Marketing in confidential services comes with distinct challenges and requires a strategic approach to establish and sustain trust. 
In this episode of the Passle CMO Series Podcast, Cam Dobinson explores these intricacies with Elizabeth Anscombe, Chief Business Development & Marketing Officer at Nardello & Co.
Lizzie offers her insights on how Nardello & Co. informs its audience about its highly specialized services, the significance of maintaining a client-focused approach despite confidentiality limitations, and the methods employed to establish and maintain trust in a field often enveloped in secrecy.
Lizzie and Cam cover:
Lizzie’s diverse career background and how it has influenced her approach to marketing in the global investigative space
The “cloak and dagger” image of the investigation sector and the importance of transparency 
The strategies employed for building and maintaining trust with clients 
The role of consistent service and brand messaging
Advice for marketers looking to build trust with their clients 

In this special edition of the CMO Series Podcast, Natasha Sandamas, Events Marketing Manager, joins the series to reflect on Passle’s first Stateside CMO Series Live event which took place in New York City in June. 
Delving into the highlights from the sessions, we hear from an incredible lineup of speakers including Chief Marketing Officers, Chief Operating Officers and General Counsels from the world’s top firms. They joined the day to share their unique perspectives on everything from how to integrate data into your business development strategies and delivering a world-class digital presence, to how to position your firm as the best choice, all under the theme of putting your firm front of mind with clients. 
A huge thanks to our fantastic speakers for sharing their insights: Trish Lilley, Chief Marketing & Business Development Officer at Thompson Coburn, Sadie Baron Chief Marketing Officer at Reed Smith, Phill McGowan Global Director of Marketing and Communications at Reed Smith,  Kelly Harbour, Chief Business Development Officer at Goulston & Storrs, Terra Liddell, Chief Marketing Officer at Finnegan, Nicole Petrie, Chief Marketing and Business Development Officer at Schulte Roth & Zabel, Monica Rodriguez Kuniyoshi, Chief Marketing Officer at Gunderson Dettmer, Joe Green, Chief Innovation Officer at Gunderson Dettmer, Christa Crane, Chief Client & Strategy Officer, Loeb & Loeb, Julie Chodos, Chief Marketing and Business Development Officer at Axinn, Ralph Allen, Chief Operating Officer at  Kelley Drye & Warren, Jennifer Korff, Chief Operating Officer at  Brown Rudnick, Annie Westover, Chief Operating Officer at Axinn, Adam Kassoff, Chief Operating Officer at Vinson & Elkins, Luke Ferrandino, Chief Marketing Officer at Paul Weiss, Alison Arjoon, Chief Marketing and Business Development Officer at Fragomen, Deborah Ruffins, Chief Marketing Officer at Perkins Coie, Shade Vaughn, Chief Marketing and Business Development Officer at Akin Gump and Crossley Sanford, Managing Director at Ankura, Brian Rauch, General Counsel at Harvard Maintenance, Julie Aslaksen, General Counsel at Host Hotels, Alex Dimitrief, General Counsel at Sotera Health Company and Lisa Anastos General Counsel at IdeaQuest.

As the landscape of legal services evolves, so does the significance of effective communication strategies. Today, Eugene McCormick is lucky to welcome Phill McGowan, Global Director of Marketing and Communications at Reed Smith to the CMO Series Podcast to share his insights on the biggest opportunities for legal communications professionals today and reveal his strategies for driving business growth.Phill joins the series to delve into his background in newspapers and journalism, the evolution of content strategy in legal marketing, and what that means for law firms today. 
 
Phill and Eugene cover: 
Phill’s career and some of the highlights from that journey into legal communications
The role of communications functions within law firms in adapting to meet today’s environment
How to integrate communications within the broader context of business development in a legal setting and the challenges of aligning communication efforts with business objectives
Examples of successful communication strategies that have made a significant impact
The approaches or platforms that have been effective in enhancing communication and thought leadership at Reed Smith
Advice for legal communications professionals aiming to align with and drive their firm's BD strategy

Labor attorneys are essential in managing the intricacies of union law, protecting workers' rights, and promoting fair and just labor practices. Carving out a career to represent those without a voice takes true determination and passion. On this episode of CMO Series REPRESENTS, Julia Howard is lucky to welcome Jessica Caggiano, Partner at Willig, Williams & Davidson who has done just that. Jessica joins the series to uncover the influences that sparked her journey, and the insights that have shaped her career as a dedicated labor attorney.
 
Jessica and Julia cover:
How Jessica’s upbringing influenced her career journey into becoming a labor attorney
The powerful impact of collective action and the application of it
Jessica’s career challenges and successes in the continuous battle of fair treatment and recognition of union members
The importance of self-educating about one’s rights and being aware of the appropriate measures and procedures that can be undertaken to rectify unfair situations
Advice for aspiring advocates interested in the realm of union law and how to navigate it
 

Fresh from the COO panel at CMO Series Live in New York, Ralph Allen, Chief Operating Officer of Kelley Drye & Warren, joins the CMO Series Podcast to share his insights on strategically aligning law firm operations with business development to drive profitability.
In this episode, Ralph sits down with Ed Lovatt to delve into the crucial intersection of operations and business development. They discuss strategic decision-making, navigating market competition, fostering client relationships, and leveraging technology. Ralph also shares strategies for firms to effectively grow their top-line revenue while enhancing bottom-line results.
 
Ralph and Ed cover: 
Ralph’s role as COO and how he works with functions including BD and marketing
How business development is a tool for expanding and capturing new business in the legal industry
How to identify which areas to invest in and which to phase out and the key factors in making these decisions
The operational changes necessary when a firm focuses on premium practice areas
Effective approaches to leveraging existing client relationships to expand into new practice areas
How firms can adapt their BD and operational strategies to stay ahead and the opportunities to drive top-line growth
Advice for business development professionals when it comes to driving profitability and what they should be thinking about