About us
Gericó Associates, The firm that opened the market.
In 2010, Legal Marketing was an established discipline in the United States and virtually non-existent in Spain. Large firms had communications departments. Some had marketing functions. But no one had yet built a professional practice dedicated to helping law firms grow in a structured, strategic way.
Our founder, Marc Gericó, saw that gap. Senior partners at Spain’s leading firms confirmed what was already clear to anyone looking at the American market: the space existed, but no one was occupying it.
Gericó Associates was built to occupy it.
The misconception that shaped our path.
For years, the market confused marketing with advertising. Strategy with communications. Business development with public relations.
From the outset, we understood that marketing is strategy and roadmap before it is anything else. That a firm does not grow by gaining more visibility, but by building better systems, stronger leaders, and a value proposition that the market understands and values.
That conviction set us apart from the noise from day one.
The move that changed our scale.
In 2015, our first Latin American clients came on board. In November 2016, we organised the first international Legal Marketing congress in Lima.
Latin America was not a geographical expansion. It was the recognition that the gap between the potential of firms and their level of professionalisation was there more visible, more urgent, and more strategically relevant.
In 2017, we supported the entry into the Spanish market of a top-15 London firm with revenues exceeding 450 million of pounds, a clear signal that the work we had been building in the region was already operating at a different scale.
We have spent nearly a decade building in that market. We know its firms, its leaders, its dynamics, and its opportunities better than anyone working from the outside.
What we do today.
We work on the structured growth and institutionalisation of law firms.
On the layers that determine whether a firm is built to last: governance, partner compensation systems, leadership development, positioning in international directories, and commercial and client retention capabilities.
It is the work no one sees from the outside — but that changes everything from within.
Teams in 5 countries
Strategy, Legal
Marketing, Communication and
Business Development
for law firms
Marketing, Communication and
Business Development
for law firms
Business
Orientation
Orientation
Clients in over
20 jurisdictions
20 jurisdictions
Business Development
for law firms
for law firms
We work exclusively
for the legal sector
for the legal sector
The people behind it.
The Gericó Associates team includes professionals with direct experience at Chambers and Partners, Cuatrecasas, Freshfields, Garrigues, Hogan Lovells, Kirkland & Ellis, McDermott Will & Emery, PwC, and Shearman & Sterling. This is not knowledge observed from the outside. It is expertise built from within the firms that define the standards of the industry.
In recent years, we have worked with three of the ten largest law firms in the world.
Why it matters.
The legal industry is at a moment of structural transformation. The firms that will lead over the next twenty years are not necessarily the largest today. They are the ones now building the systems, the leaders, and the culture that will allow them to compete in an increasingly demanding market.
Gericó Associates exists to accompany that process — as the firm that has spent fifteen years inside this sector, that understands its dynamics from within, and that works exclusively with those who want to build something that lasts.
Our story
If you are thinking about how to position, structure or grow your firm, let’s have a conversation.
A clear purpose
Why Gericó Associates
We make it easy for you. Here are 10 reasons to choose Gericó Associates:
Our clients in Spain, Europe, Central America, the Caribbean, South America and North America allow us to have international and specialized contacts and unrivalled experience in the market.
At Gericó Associates we work exclusively with the legal sector. This specialization allows us to offer tailored solutions from a deep understanding of the needs of the sector’s businesses and to have the appropriate contacts for the successful development of any related project.
We were the first to do it and many have since copied the idea and even the message. However, you can copy ideas, not brains. Our consultants have the know-how gained by working at our firm in the past 10 years, which we have also reflected in our internal protocols. This allows us not only to design strategies tailored to each client, but also, our internal team allows us to carry out the implementation with the maximum quality guarantees.
Knowing the local reality of the markets where our clients compete is key and that is why we have local partners for delivering our services and being on our clients’ side, always with the know-how and quality stamp of Gericó Associates.
The combined experience of our professionals, our training, methodology and internal protocols allow us to offer tried and tested solutions, without improvising. Experience, without a doubt, counts.
Our internal protocols and the different levels of supervision allow us to offer, according to our clients, “a very professional service”, with “constant and close support” and “a quality that is difficult to find in the market”, “going beyond what is made explicit in the contract to exceed our expectations ”. In short: we take the shortcut to a job well done.
STRATEGIC PARTNERS
We do not consider ourselves mere advisors, but we believe that our role is to become true business partners, achieving objectives thanks to our disciplines.
We get involved in the business of our clients to drive them to new heights, always seeking client satisfaction, return, and opening new doors for the business generation of those who come to us.
INTEGRATION
We are integrated into the structure of the firms we work with, either coordinating with the international department of the mother brand, with the different marketing departments, the Partner/s or with the professional designated as responsible.
Depending on the contracted services, we report weekly and update the KPIs agreed with our clients on a monthly basis, which allows us to effectively monitor the objectives set, which we also present visually to facilitate their monthly comparison.
CLIENTS
We have worked with 3 of the 10 largest firms worldwide by number of lawyers, but also with firms in the middle market and with sole practitioners or small boutiques.
But we have also worked – and we work – with litigation funds, software companies and LegalTech, publishers, international networks, LPO companies (Legal Process Outsourcing), NewLaw, associations, marketplaces, agencies, solicitors, consultants and auditing firms.
CONTACTS
At Gericó Associates we believe that we live in the age of connections. For this reason, we identify win-win synergies between our clients and contacts and promote their development.
Our history of almost a decade in the legal sector at national and international level has allowed us to develop an extensive network of contacts through which to develop all kinds of initiatives in many fields.