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The state of legal marketing: Brazil & Mexico

Alessandra Machado Gonçalves & Marco Antonio P. Gonçalves

The complete market research study report (52 pages), commissioned by LexisNexis Martindale-Hubbell and released on April, 2011, is available for download in PDF format:

PDF View/download (5283 kb)


The legal profession has changed enormously in the past 20 years and the growing acceptance of legal marketing has been part of that change. Once, legal marketing was seen as something that was only carried out by large US or UK law frms. Now, many Latin American legal practices have also embraced the concept.

This study is not the first report into legal marketing in Latin America. Rather, it is a follow-up to the ground-breaking 2007 study: “The State of Legal Marketing in Latin America” – the first of its kind in the region. The first study was devised, and carried out, in conjunction with the Legal Marketing Association, an international legal marketing organisation, and Dr. Silvia Hodges, a specialist in international legal marketing. This latest report was made possible by the support of LexisNexis Martindale-Hubbell and HernándezRomano Consultores, Mexico’s main consulting frm specialising in professional services management.

Because it only focuses on Brazil and Mexico, rather than the seven Latin American countries included in the first study, this new report has a slightly narrower focus than its predecessor. But we believe the reduced scope of this new report does not represent a signifcant disadvantage. Between them, the Brazilian and Mexican legal markets are generally regarded as being among the most sophisticated in the region – where they lead, others legal markets follow. The two countries also represent the most signifcant markets in the region, both in terms of GDP and population size.

We believe this study will be regarded as an invaluable resource for both Brazilian and Mexican law firms, as well as law firms in other Latin American countries. It comprises a great deal of important findings that law firms in the region should consider, when working on their current and future marketing strategies.

In conclusion, we are immensely grateful to the representatives of the more than 130 law firms in Brazil and Mexico who voluntarily gave us their time to make this report possible.

Thank you – and we hope you find our discoveries useful!

Alessandra Machado Gonçalves
Executive Partner, Gonçalves & Gonçalves Marketing Jurídico

Marco Antonio P. Gonçalves
Administrator specialising in legal marketing



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