Kim Perret, who was inducted into the LMA Capital Chapter Hall of Fame, has been a chief marketing officer in the law firm world for 20 years. Only a small group of people can make that claim.
In fact, it's hard to think of a leader in D.C. legal marketing who hasn't either worked with Kim or been inspired by her leadership.
Kim served as Director of Marketing and then CMO at Sutherland, Asbill & Brennan from 1992 to 2007. She was in the same role at Hunton & Williams from 2007 until late this year, when she moved to Louisiana to become CMO at Jones, Walker, Waechter, Poitevent, Carrère & Denègre, the largest law firm in the state. A Louisiana native, she now divides her time between New Orleans and Baton Rouge.
LMA has been a major part of Kim's life for many years. She served as president of the Capital Chapter from 2002 through 2004 and was LMA national president in 2006. Kim's continues to be involved as former Chair and member of LMA's Task Force on ABA Ethics 20/20.
As Chapter president, Kim presided over a significant increase in the size of the Chapter and in its visibility.
Kim has seen the profession of legal marketing grow and reach a greater level of maturity in the last two decades.
"The most important change," she says, "is that our clients' ever-growing sophisticated needs have driven the increased sophistication of law firm business development strategies."
Kim points out that law firms understand how marketing supports business development and that these firms are recalibrating their efforts and resources to be more targeted and client focused than in past years.
"Technology has also had a significant impact on how firms market and communicate to prospects and clients," Kim says. "We now can use metrics to change behavior within the law firm. And with all the analytics that we now have, we can be much more thoughtful in our business development."
By Jonathan Groner, a public relations and writing consultant in Washington, DC for the November/December 2012 Issue of the Capital Ideas Newsletter