Jul 14, 2010
Sign of the Times: Even Cravath Has to Sell Itself
Cravath, Swaine & Moore, a firm so synonymous with gold-standard work that it probably has never had to market itself, has plans to beef up its marketing department over the next few months, according to three sources familiar with the matter. Industry experts expressed some surprise at the news but also said it is essential for all firms to market themselves in a climate in which general counsel are looking to save whenever possible. “This is just something that every firm has to do now,” says one.