Marco Antonio P. Gonçalves   Português »
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Profile

  • Business administrator specialized in marketing and business development strategies with +18 years experience in different industry sectors, with emphasis on the legal sector.

  • Currently works as marketing manager for a leading Brazilian business law firm. Previously was an independent consultant developing differentitated consulting and training projects for Brazilian and foreign law firms of different sizes (2012-2013), marketing manager for a medium-large Brazilian business law firm working in cooperation with one of the leading global business law firms in the world (2010-2012), executive-partner of legal marketing consultancy Gonçalves and Gonçalves Marketing Jurídico (2007-2010) and marketing manager for a leading and traditional firm specialized in intellectual property (1999-2006).

  • Professor and speaker with +100 presentations on marketing, management and technology, including classes, training courses, lectures and webinars, to a public of +3,000 professionals since 2007. Previous experience with technical trainings adds to +2,000 total classroom hours since 1997.

  • Invited professor of leading Brazilian business schools Ibmec (since 2008) and Fundação Getulio Vargas (2001-2004), among other renowned institutions, teaching in post-graduate programs.

  • Author of +25 articles on marketing, management and technology published in Brazil, United States, United Kingdom, Germany, Spain and Peru. A collection of 17 articles was published in 2012.

  • Author of the "Law Firm Marketing" collection of articles, published in 2012, with a selection of articles published in specialized publications in Brazil and abroad, in the period 2006-2011.

  • Author of three pioneering market research studies on marketing activities in the Brazilian and Latin American legal sectors, commissioned by LexisNexis Martindale-Hubbell, a division of editorial group Reed Elsevier, and the Legal Marketing Association between 2007 and 2011.

  • Coiner of the term "corporate mirroring" ("espelhamento empresarial" in the original) which congregates the reasons why corporate law firms must adopt business practices in its operations. The term was introduced in an article (in Portuguese) published in 2006.

  • Member of the Legal Marketing Association (LMA), an international association that congregates more than 3 thousand marketing professionals that work in law firms.

  • Post-Graduate degree in Business Administration by Fundação Getulio Vargas (FGV), one of the leading Brazilian business schools.

  • Graduate degree in Business Administration by Universidade Federal do Rio de Janeiro (UFRJ), one of the leading universities in Brazil.
Articles

  • The brave new Brazil [Jun/2010]
    A broad overview of the existing opportunities in the Brazilian legal market in the post-crisis economy, with emphasis on the results of a pioneering marketing research study conducted with in-house counsel regarding their relationship with outside firms.

  • Legal marketing around the globe: Focus on Latin America [Jan/2008]
    Co-written with researcher Silvia Hodges, the article presents the main results of the first market research study conducted in Latin America on legal marketing..

  • Legal marketing in Latin America [Feb/2008]
    Co-written with researcher Silvia Hodges, the article presents a detailed overview of the results of the first market research study conducted in Latin America on how law firms do marketing.

  • Looking at the annual conference through international eyes [May/2007]
    The author recounts its point of view as international attendee of the 21st Legal Marketing Association Annual Conference, that took place in Atlanta, US, in March 2007.

  • Some basic tips for a lawyer's web site [Mar/2007]
    A basic set of tips for the creation of a web site to a solo lawyer or law firm. Lots of practical information are presented.
Market researches

  • Brazilian study on the relationship between legal departments and law firms [Apr/2010]
    Full report of the first market research study conducted in Brazil on the relationship between in-house counsel (legal departments) and outside counsel (business law firms), which had the collaboration of 112 Brazilian and multinatinal companies operating in the country.

  • The state of legal marketing in Latin America [Dec/2007]
    Full report of the pioneering market research study conducted on how Latin American business law firms (Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela) develop marketing activities.

  • The state of legal marketing: Brazil & Mexico [Apr/2011]
    Full report of the second edition to the pioneering market research study conducted on how Latin American business law firms develop marketing activities, focusing exclusively on Brazilian and Mexican firms. More than 130 firms participated.
Media presence
Presentations

  • Brazilian study on the relationship between legal departments and law firms [Jun/2010]
    Objective presentation highlighting the main results of the pioneering market research study conducted on Brazil on the relationship between in-house counsel and law firms.

  • Marketing of law firms [Dec/2012]
    A practical and interactive overview of marketing strategies applied to law firms with emphasis on the most relevant actions and tools that can be employed by lawyers and marketing professionals working together for the benefit of the firm.

  • Overview of the Brazilian corporate legal market, An [Mar/2009]
    Overview of the Brazilian corporate legal market, with emphasis on diversified information, such as: general statistics, rankings, revenue, regulatory aspects, impact of the 2008 economic crisis and legal management aspects (general management, marketing and technology)..
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Articles

Looking at the annual conference through international eyes

Legal marketing around the globe: Focus on Latin America

The brave new Brazil


Market researches

The state of legal marketing: Brazil & Mexico

Brazilian study on the relationship between legal departments and law firms

The state of legal marketing in Latin America


Media presence

Delegates explore a world of differences at inaugural international roundtable

Legal marketers around the world confront the new economic reality
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