Farrer & Co is a leading independent law firm, working from its historic home in Lincoln’s Inn Fields, in the heart of London’s legal district. With a reputation built over three centuries and deep expertise across a wide range of sectors and practice areas, the firm is known for the quality of its advice and the strength of its long-standing client relationships.
Like many busy in-house teams, Farrer & Co's marketing department reached a point where it needed extra capacity, and it found that support in someone who already knew the firm inside out.
Cara Flood, now part of our Consortium team, spent just under nine years at Farrer & Co earlier in her career, so she understood exactly how the firm worked, who its people were, and what mattered most to its clients:
“Cara’s support has been invaluable in helping us make progress with some important projects that we were struggling to get over the line. She was able to quickly build rapport with our lawyers and draft great quality copy for our marketing materials and website. She was flexible, proactive and good at keeping us on track! We really appreciate the support. Thanks Cara.”
Anna Gregory, Head of Marketing, Farrer & Co
The Brief
Farrer & Co’s marketing team was going through a period of growth. The firm was recruiting a new Business Development Manager to support its Not for Profit, Education and Employment sectors, and at the same time the busy Private Wealth department needed additional resources to keep its activity moving.
With recruitment underway, the team needed an experienced pair of hands to bridge the gap. Just as importantly, there were valuable projects the team had wanted to complete for some time which were being de-prioritised as more immediate demands took over.
The brief was clear: provide flexible, knowledgeable support that could take ownership of these projects, deliver them to a high standard, and free the in-house team to focus on recruitment and the firm’s wider priorities.
The Approach
When the time came to find that support, Farrer & Co approached Cara directly.
Because Cara already knew the firm, its people, its culture and the way it worked, there was no lengthy onboarding period. She quickly built rapport with fee earners and got straight to work alongside the in-house marketing team.
Over the engagement, Cara supported teams across the firm, including an external consultant to the team, with work spanning interviewing partners, research, copywriting and project management. It fell broadly into three areas:
1. Showcasing the firm's expertise
- Credentials materials for the Employment and Schools teams, demonstrating their expertise with clear examples of their work.
- A downloadable Restrictive Covenants "toolkit" for employers, turning complex legal guidance into a practical, accessible resource.
- A "roadmap" guide to mergers and acquisitions for independent schools.
2. Refreshing the firm's website
- Up-to-date, optimised copy for a range of pages across the Farrer & Co website.
- Reviewed and edited web biographies, giving the firm's people a consistent, polished profile.
3. Supporting wider editorial and departmental work
- Proofreading and editing a variety of marketing guides and materials.
- Stories drawn from the firm's well-stocked archives to celebrate its 325-year anniversary.
- A range of activity for the Private Wealth department, including awards and content.
The Outcome
Getting important projects over the line
With Cara’s support, Farrer & Co’s marketing team was able to make real progress on work that had been waiting in the background. Projects that had slipped down the priority list were completed, from credentials materials and optimised web copy to a practical toolkit for employers and a roadmap guide for independent schools. Each piece helped to strengthen how the firm presents its expertise to clients and prospects.
Support that felt seamless
Because Cara already knew the firm, the support slotted in naturally. She worked flexibly and proactively, kept projects on track, and built rapport with fee earners quickly, giving the in-house team the breathing space to focus on recruitment and longer-term priorities. It was a partnership built on trust and familiarity, delivered in a way that felt authentically Farrer & Co.
We can support your law firm too
If your marketing team could benefit from flexible, experienced support, whether to cover a busy period, bridge a recruitment gap, or finally move important projects forward, we would love to help. To find out more about our marketing support for law firms, call us on 01903 530 787 or fill out our contact form and a member of our team will be in contact soon.
