Arti Mashru, the former head of business development at Economic Laws Practice (ELP), has launched her own communications consultancy, LexBlurb. The consultancy offers marketing and communications services exclusively to law firms and legal professionals in India.
“Very few firms have in-house personnel to manage marketing and business development,” Mashru told India Business Law Journal, adding that firms are unable to hire full-time marketing professionals partly because of the scarcity of talent. “This along with the desire to get more involved in the legal marketing space – which can be difficult when you are committed to one firm – led to my decision to leave ELP and launch LexBlurb.”
LexBlurb will focus on developing law firms’ visibility and reputation, providing thought leadership, improving communications, enhancing community engagement and strengthening business relationships.
In addition, Mashru hopes to create an open platform for legal marketers and those aspiring to join the legal marketing profession to share knowledge and stay abreast of new trends. “There is a lot to share, learn and do and unlike other jurisdictions that have formal legal marketers’ associations, India lacks such a forum,” she said.
LexBlurb is a solo venture and works in partnership with various other service providers and freelancers to meet client requirements. Its current assignments relate to positioning, branding and web presence development.
Mashru spent almost three years at ELP and prior to this worked in senior business development roles at AZB & Partners and Trilegal. She has also worked at law practice management company Livia Legal and at human resource services company Ma Foi Randstad.