Corporate law firm Cravath, Swaine & Moore plans to employ new tactics to help drum up business, according to a report today in The American Lawyer.
The venerable New York-based firm is considering adding a four-person marketing team, which would provide an array of services, anonymous sources told the publication. It would include finding work assignments “that fit within the firm’s history” and promoting the firm to industry publications that provide law firm rankings.
The American Lawyer points out the changes “will not necessarily represent a sea change for the firm,” because two of the hires would fill existing positions that are currently vacant.
A Cravath spokesman would not comment on the story. The American Lawyer notes the news has caused some surprise in the legal world, but that it appears to be a sign of the times.
Cravath saw a 7 percent increase in revenue in 2009 to $569 million. The firm had 477 lawyers, an 8 percent jump from the previous year.
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