Passle CMO Series Podcast

The smartest PR strategy for law firms isn’t creating more content, it’s repurposing existing expertise and turning that powerful thought leadership into media opportunities.

In today’s episode of CMO Series Digital Masterclass, Yasmin Zand sits down with Ryan Evans, Director of Public Relations and Communications at Jones Walker, to learn all about how to grow a world-class PR pipeline. 

In this conversation, he shares the PR success gained from a small Passle pilot in 2022, the steps they took to turn content into ready-to-use PR material for media outreach, and how to connect content, PR, and attorney engagement into one seamless strategy.

He also dives into:

To mark International Women’s Day 2026, Part two of our special episode of CMO Series REPRESENTS brings together senior leaders from across the legal sector to focus on one thing. How firms turn intent into action for women in law.

The conversation centres on advocacy and access, who is in the room when decisions are made, who gets named in the room when they are not there, and who is given real exposure to clients, leadership and opportunity.

Our guests discuss how progress doesn’t happen by chance. Firms must create structured pathways to influence, move beyond informal networks and back women with visible sponsorship. Flexibility and parental support also need to be real, not theoretical, if firms want talent to thrive.

The episode offers practical advice on building open, transparent cultures where equity is embedded into how firms operate.

We’re so grateful to all of our guests for joining this special episode: 

To mark International Women’s Day 2026, CMO Series REPRESENTS returns with a powerful conversation on leadership, equity and action in legal marketing.

In part one of this special edition, we bring together senior marketing and business development leaders from across the profession to explore how firms can build a true culture of giving to gain, where collaboration, sponsorship and shared success aren’t slogans, but strategic choices.

From approaching equality as a business issue, to active sponsorship of professional women in the workplace. Our guests share their candid insights and lived experiences of what’s working in professional services and where firms have the opportunity to drive meaningful change. 

A big thanks to all of our guests for joining the conversation:

Building that long-term leverage can be difficult with short bursts of visibility. You need to consistently show up, make yourself known, and build relationships before you need them.

In today’s CMO Series Rainmakers episode, we are joined by Laurie Burlingame, a Corporate Partner at Morse, who shares her grounded view on what rainmaking really looks like in this current legal market as proactive networking becomes more crucial than ever.

With a background that spans science, an MBA in finance and accounting, and nearly two decades in Big Law during the explosive growth of Boston’s life sciences sector, Laurie has built her practice at the intersection of technical complexity, capital, and client trust. She shares her hard-earned advice on the importance of valued relationships, having a clear understanding of shifting client expectations, and why thought leadership is a non-negotiable for leaders.

Alex and Laurie discuss:

In this episode of the CMO Series podcast, we're joined by Doug Gold, Chief Operating Officer at Mitchell Silberberg and Knupp to explore what that means in practice. 

Doug shares his career journey and what first bought wellbeing into focus at MSK, and he'll also talk about how the wellness program got off the ground, the realities of building internal support around it and getting it going.

Charles and Doug discuss the impact of the program on individuals and firm culture. The results that have surprised him most, and his advice for leaders looking to invest in wellbeing in a way that delivers lasting value.

True innovation in law firms goes beyond AI. It's rooted in humanity, with the people and process creating true client value.

On today’s episode of the CMO Series Podcast, Will Eke is joined by Aubrey Bishai, Chief Innovation Officer at Vinson & Elkins, to explore the true meaning of innovation and the evolving client expectations around AI. Aubrey joins us to unpack how the firm’s unique leadership structure really works in practice.

Aubrey shares insights into how she decides what’s worth investing in beyond the AI hype, and why she believes innovation is a “deeply human endeavour.” They discuss the role of marketing and BD in driving meaningful change, and what’s next for innovation at Vinson & Elkins in 2026.

Tune in to hear:

Most law firms pitch a lot. Far fewer pitch well. And that gap represents one of the biggest missed growth opportunities in the legal market.

In the latest episode of the CMO Series Podcast, Charles Cousins is joined by Patrick Johnson, Chief Business Development & Marketing Officer at Honigman, to explore the importance of culture and client-centric storytelling in pitches. After a month in his role, and previous experience spanning multiple law firms and time at McKinsey, Patrick offers a sharp perspective on why pitching and winning work is still treated as a process problem, rather than a strategic one. 

They discuss what law firms are getting wrong, what best practice really looks like, and how Honigman is approaching pitching with a curious mindset from day one.

Patrick shares:

Building a book of business isn’t about being perfect or staying invisible, it’s about being consistently authentic and recognizable long before clients even need you.

On today’s episode of CMO Series Rainmakers, we’re joined by someone who has redefined what it means to build a book of business in Big Law. Mona Dajani, Partner and the Global Co-Chair of the Energy, Infrastructure and Hydrogen teams and Co-Chair of the Baker Botts Energy sector worldwide, has spent more than 25 years carving out a reputation as one of the most dynamic and recognisable voices in the sector.

From broadcasting A-list interviews on early-morning TV to posting daily market insights, Mona has turned visibility, personality and consistency into a true competitive advantage. Her ability to generate work, often from followers, viral posts and even dinner parties, is the definition of rainmaking.

Tune in to hear:

A consistent client experience doesn’t start with clients. It begins with strong internal alignment throughout the firm, built on trust, collaboration, and a proactive culture.

In this episode of the CMO Series Podcast, we’re diving into one firm’s bold growth journey.

Lowenstein Sandler has set its sights on expanding from 400 to 700 lawyers in just five years. But behind that ambition lies a bigger story, where marketing, business development, and firm leadership come together to deliver a consistent client experience.

Vanessa Torres, Chief Marketing and Business Development Officer, and Mark Kesslen, Partner and Chair of the firm’s Intellectual Property Group, join Eugene McCormick to share how the “One Lowenstein Experience” is shaping culture and innovation, and what success will look like in the years ahead.

They explore:

Standing out in a crowded market increasingly depends on carving out a clear niche and owning it with confidence.

In this episode of CMO Series Rainmakers, Sarah Strachan is joined by Tom Whittaker, Director and Head of AI (Advisory) at Burges Salmon, to explore how lawyers can build authority by becoming the go-to voice in an emerging area. Tom shares how an early interest in writing evolved into a focused thought leadership strategy, positioning him at the forefront of AI regulation long before the space became crowded.

They discuss when thought leadership first clicked for Tom, how he identified an opportunity in a fast-moving regulatory landscape, and the importance of consistency and clarity in building credibility. 

Tom and Sarah cover:

The early stages of Tom's career, and the moment he realised that writing and thought leadership could play a meaningful role in his development

How he began positioning himself in the AI space before it really gained traction

The shift from specialising in AI to becoming the person clients and government bodies actively seek out 

How thought leadership has helped build a profile and generate new opportunities

How to keep insights timely and build visibility in a fast-moving regulatory landscape

How to encourage a culture of writing, collaboration and knowledge-sharing inside the firm

Practical steps for lawyers looking to carve out a niche