Business Q&A: Julie Gingell
PUBLISHED: 11:55 17 June 2014 | UPDATED: 11:55 17 June 2014
The partner and director of marketing and business development at SA Law in St Albans, gives an insight into the changing legal sector and lessons in advertising
What are the biggest challenges? Changes in the legal sector have resulted in extremely fierce competition, and we need to defend our market position against a much broader range of threats. Keeping up with the pace of technological change can also be time-consuming, but also extremely rewarding as we capitalise on new marketing tools and techniques.
What is your motivation? Just two years after it became possible for non-lawyers to be partners, I was elected to the partnership of SA Law. This still makes me smile, and I continue to encourage other firms to capitalise on the many benefits of having non-lawyer partners. Otherwise, I enjoy keeping marketing at the top of the firm’s business agenda, while continuing my life-long search for the perfect handbag!
What are the most valuable business lessons you’ve learned? Aside from quickly realising that marketing is 70 per cent science and 30 per cent art, the most valuable lesson I ever learned was to always go with your gut instinct. Furthermore, I believe it’s the lessons you learn when something goes wrong that are the most important.
Who is your business role model and why? I’d have to say Sir Martin Sorrell, chief executive of global advertising firm WPP. As a non-lawyer partner in the legal world, I really admire the way a non-creative (Sorrel has a finance background), transformed the world of advertising.
He has built his business through talent, determination and a fair amount of luck. He has transformed the sector by emphasising the value of non-advertising elements of marketing that were so often overlooked.