Law.com Subscribers SAVE 30%

Call 855-808-4530 or email [email protected] to receive your discount on a new subscription.

Marketing the Law FirmKickerFeaturesTopicsCommercial LawSectionsNewsLJN Newsletters

Media & Communications Corner: Jason Dinwoodie, Chief Marketing & Communications Officer, Dewey Ballantine LLP

By Liz Lindley

Dewey Ballatine LLP, with 12 offices worldwide, 550 lawyers, and a history of legal service since 1909, is a well-known brand whose lawyers are consistently visible in the press and at conferences. Leading the firm's efforts in marketing is Jason 'Jay' Dinwoodie, long known in the legal marketing industry as a cutting-edge marketer and strategic innovator, who joined the firm in 2004 after serving as
the Director of Communications at Orrick, Herrington & Sutcliffe LLP. Dinwoodie's marketing team consists of 20 people in offices in New York, London, Washington, DC, Frankfurt, Warsaw and Milan, who are organized along the lines of a practice group model. Each practice group manager, Dinwoodie says, is equally skilled in general marketing, business development and communications disciplines, and is more similar to a product manager within a corporation than a specific subject matter expert.

The firm's marketing plans have strong public relations elements that drill down to the practice group and individual levels. In general, the firm does not advertise; although Dinwoodie on occasion places ads associated with the firm's sponsorship of a charitable event or conference. The philosophy behind this selected placement of ads is that the 'guaranteed placement' of an ad does not necessarily mean guaranteed credibility or guaranteed results. Dinwoodie, and the lawyers at the firm, are more inclined to invest in media relations programs.

This premium content is locked for Entertainment Law & Finance subscribers only

  • Stay current on the latest information, rulings, regulations, and trends
  • Includes practical, must-have information on copyrights, royalties, AI, and more
  • Tap into expert guidance from top entertainment lawyers and experts

For enterprise-wide or corporate acess, please contact Customer Service at [email protected] or 877-256-2473

Read These Next
Bankruptcy Sales: Finding a Diamond In the Rough Image

There is no efficient market for the sale of bankruptcy assets. Inefficient markets yield a transactional drag, potentially dampening the ability of debtors and trustees to maximize value for creditors. This article identifies ways in which investors may more easily discover bankruptcy asset sales.

Judge Rules Shaquille O'Neal Will Face Securities Lawsuit for Promotion, Sale of NFTs Image

A federal district court in Miami, FL, has ruled that former National Basketball Association star Shaquille O'Neal will have to face a lawsuit over his promotion of unregistered securities in the form of cryptocurrency tokens and that he was a "seller" of these unregistered securities.

Blockchain Domains: New Developments for Brand Owners Image

Blockchain domain names offer decentralized alternatives to traditional DNS-based domain names, promising enhanced security, privacy and censorship resistance. However, these benefits come with significant challenges, particularly for brand owners seeking to protect their trademarks in these new digital spaces.

Coverage Issues Stemming from Dry Cleaner Contamination Suits Image

In recent years, there has been a growing number of dry cleaners claiming to be "organic," "green," or "eco-friendly." While that may be true with respect to some, many dry cleaners continue to use a cleaning method involving the use of a solvent called perchloroethylene, commonly known as perc. And, there seems to be an increasing number of lawsuits stemming from environmental problems associated with historic dry cleaning operations utilizing this chemical.

Why So Many Great Lawyers Stink at Business Development and What Law Firms Are Doing About It Image

Why is it that those who are best skilled at advocating for others are ill-equipped at advocating for their own skills and what to do about it?