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Press Release: Global Legal Marketing Firm celebrates milestone anniversary

January 26, 2023

Kidd Aitken, the world’s largest legal directories consultancy, is celebrating its 5th Anniversary. Founded by two former editors of Chambers, co-directors Daniel Kidd and Jacob Aitken recognised the potential of developing an organisation that could support law firms regionally, nationally and globally. With one single aim, the legal marketing firm improves law firms’ rankings and manages the time-consuming legal directory and awards process.

Company expansion: an international operation and growing team

Kidd Aitken expanded outside of their original expertise region (Latin America and Asia) in 2016 after bringing on board firms from Europe, the Middle East and the US. Beginning with 16 law firms in their first year, they now work with over 300 firms globally, with national and regional firms in the UK, USA, Canada and Australia, and international and independent law firms in mainland Europe, Asia, Latin America, the Middle East and Africa. Kidd Aitken is the only legal directories consultancy based in the UK which also operates in a US time zone.The company has experienced year-on-year growth of over 100%. After bringing their first legal directory specialist on board in 2015, the team now comprises 19 specialists who advise on submissions and awards. This includes practice specialisms such as FinTech which Kidd Aitken began to offer from 2017. The team has been recruited following careers with Chambers & Partners, Legal 500 and other major legal directories together with three former heads of marketing departments at top tier law firms.

Industry-leading Directors for the legal marketing firm

Kidd Aitken founders Jacob Aitken and Daniel Kidd are named in the top 100 leading legal consultants and strategists. In 2020, both Jacob and Daniel were placed in the top three legal directory consultants in the world. The company has achieved significant awards for its work, taking the title of ‘Best International Legal Marketing Consultancy’ 2018, 2019 and 2020. ­Jacob Aitken, Director, says, “From our experience as editors, we could see the amount of work that it takes to create a submission for a single partner at a law firm. With both myself and Daniel operating initially as independent consultants we found it frustrating that we couldn’t scale-up to meet the requirements of larger law firms. That’s when we decided to launch Kidd Aitken and had the vision to grow into a global legal marketing firm.”

“We believe that appearing in the top tiers of legal directory rankings is the best form of marketing any law firm can have, and we know that the legal directories process is more than just submissions,”

adds Daniel Kidd, Director of Kidd Aitken. “Legal directories require referees to give an unbiased view of the advice and service of each partner, adding another level of complexity. That’s why we support our clients with a team of Kidd Aitken coordinators, who are dedicated to managing the client referee process, to further reduce the burden and give our clients every possible chance of rankings success.”

About Kidd Aitken:

Kidd Aitken is the world’s largest legal directories and legal awards consultancy. They believe that appearing in the top tiers of legal directory rankings is the best form of marketing any law firm can have. Kidd Aitken’s international team comprises of former editors and researchers from Chambers, Legal 500 and other major legal directories who operate in both US and UK time zones. They undertake the entire legal directory submission process, significantly easing the burden on firms. To date, they have worked with over 200 law firms in 5 years of operation.

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