Authentic, human-centred stories have long been a staple in B2C marketing, but they’re much less common in the world of professional services. As digital media rises, the fast-paced nature of the media landscape and decreasing attention spans mean marketers need to put in extra effort to make a substantial impact.

In this episode of the CMO Series, Charles Cousins welcomes Paul Askew, the Global Strategic Campaigns Manager at Withersworldwide.

Paul discusses the power of See more +

Authentic, human-centred stories have long been a staple in B2C marketing, but they’re much less common in the world of professional services. As digital media rises, the fast-paced nature of the media landscape and decreasing attention spans mean marketers need to put in extra effort to make a substantial impact.

In this episode of the CMO Series, Charles Cousins welcomes Paul Askew, the Global Strategic Campaigns Manager at Withersworldwide.

Paul discusses the power of storytelling in professional services marketing, which is highlighted by their highly successful campaigns, 'Global Rethinkers', 'The Discourse', and 'Defining Moments', created in partnership with the Financial Times.

Paul and Charles cover:

- The importance of storytelling in a firm’s marketing strategy

- How authentic, human stories significantly personalizes marketing, especially in the legal sector

- The journey of shifting brand perception through the use of partnerships and support from partners and clients

- The impact, challenges and the measure of success regarding campaigns and the reason behind the success

- Paul’s insights into the future of personal storytelling in his marketing strategy

A full transcription of this episode is available here: https://blog.passle.net/post/102jec7/cmo-series-ep149-paul-askew-of-withersworldwide-on-why-legal-marketing-needs-to See less -