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