on the amount of prestige the client has. For example, a matter might be legally pioneering and ground-breaking in a practice area for a smaller client. This should not be overlooked in favour of a larger client. Instead, zoning into the detail that makes a particular highlight an industry first and setting the context will help to highlight its innovative nature. A similar attitude can be applied to the list of referees. Many believe that the most hard-hitting references will come from CEOs and similar stakeholders leading large organisations. But these people are incredibly busy and may be less likely to respond to the referee’s interview request. Referees in more junior positions that have worked with a firm or partner and can testify to their expertise should be prioritised. They may be more likely to participate in an interview and may not have been contacted to act as a referee for another firm – especially important considering Chambers’ ‘three-month rule’, in which someone contacted as a referee will not be contacted for another three months. For some directories, you can purchase reports that offer feedback on your submission. These are often a good investment, as they outline areas for improvement and help you to build your next submission. What motivated you to move from working at Chambers to becoming a legal marketing specialist? Working at Chambers and Partners and launching the first Asia-Pacific guide was an immense privilege that I thoroughly enjoyed. After leaving Chambers, I set up my own consultancy before partnering with my long-time friend Jacob Aitken and eventually launching Kidd Aitken. I enjoy the flexibility that being at the helm of a consultancy offers – although I am often incredibly busy, I cherish the time that I can spend with my family. Whether that is relaxing at home or running in the Dads’ race at my children’s sports day, I appreciate the flexible way of life that remote working brings. Kidd Aitken is a remote-working consultancy with team members across all time zones, and it is a priority that our consultants have that same degree of flexibility. Can you share anything about your plans for Kidd Aitken in the coming 12 months? I cannot divulge company secrets, but it is an exciting time for us. We recently appointed a new Director of Operations, Gerardo Sosa, and Practice Director, Emma Wainwright, to help us navigate this period of evolution. We have some announcements to make in the coming months, which will be shared on our social media platforms and website. And we will, of course, continue to support clients old and new in their legal directory journeys. Keep your eyes peeled! Daniel Kidd Daniel Kidd is the co-founder and director of Kidd Aitken Legal Marketing. Prior to his consulting career, Daniel was an editor at Chambers and Partners. He launched the first Chambers Asia-Pacific Guide in 2008 and edited the two subsequent editions. Most recently, Daniel has been named as one of Lawdragon’s Global 100 Leaders in Legal Strategy and Consulting for the fourth year running – and he and Kidd Aitken co-founder Jacob Aitken are two of just three Legal Directory Mavens ranked. Kidd Aitken Legal Marketing Kidd Aitken Legal Marketing was launched by Daniel Kidd and longstanding friend and colleague Jacob Aitken in 2015, providing a range of services including legal directory submissions, legal awards, workshops and more. Now the world’s largest legal directories consultancy, the business has rapidly grown to include over 50 team members. They have now supported over 200 leading law firms with their legal directory submissions expertise, a number that only continues to grow. WWW.LAWYER-MONTHLY.COM | AUG 2022 62 THOUGHT LEADER - DANIEL KIDD
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