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Media & Communications Corner: Theresa Jaffe, Chief Marketing Officer, Jenner & Block LLP
When Jenner & Block's Chief Marketing Officer Theresa Jaffe was being recruited for her current job nearly eight years ago, she became intrigued by the marketing challenge that the then-87-year-old powerhouse Firm represented.
'Jenner & Block had a sterling reputation in the marketplace ' great lawyers, great public service commitment, an excellent client base and a history of delivering exceptional results for its clients, be they paying or pro bono,' Jaffe says. 'The challenge wasn't about building the brand that many law firms at the time were (and still are) facing, but rather identifying the distinct attributes of the firm and truly marketing these. The firm needed to leverage the sizable success it had experienced over the years and reposition itself in the changing competitive landscape.
'The challenge from a marketing perspective was to creatively leverage the existing reputation by converting it into an organic brand that would resonate with the clients, the marketplace, recruits and within the firm,' Jaffe continues. 'I felt the opportunity presented by Jenner & Block was a unique one.'
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