Começamos janeiro com força total. Nesta nova edição do nosso especial “Vozes do Desenvolvimento, Comunicação e Marketing Jurídico”, We spoke with Ana Nogales Fulwood, Global Marketing and Communications Lead – Litigation & Dispute Resolution at Clifford Chance, a professional who has made empathy and active listening her main leadership tools.
Although she acknowledges that defining herself is “difficult,” Ana describes herself as approachable, very family-oriented, consistent, and hard-working. Both personally and professionally, she says, “I am guided by empathy as a fundamental value for building strong relationships, addressing conflict situations, and leading teams in global environments.”
Like her colleague at Freshfields, Ana Tortosa, Ana also studied law, an education that she says was particularly valuable when “I started working in law firms. Almost 20 years later, I am still as excited as I was on my first day and constantly learning as I watch the sector evolve.”
Her career, developed in national and international firms in both Spain and Switzerland, has given her in-depth knowledge of all aspects of business development, strategic customer relationship management, marketing, and communication. This conversation revolves around those lessons and their impact on her current role.
“Gostaria de destacar especialmente a importância da empatia e da escuta ativa para compreender as necessidades de cada cliente e adaptar a estratégia de comunicação. Além disso, o trabalho colaborativo com equipes multidisciplinares tem sido fundamental para alcançar bons resultados.”
“A Clifford Chance tem uma estrutura sólida na área de comunicação e desenvolvimento de negócios”
When asked how she has found working in communications for a firm with the profile and complexity of Clifford Chance, Ana replied that it is “a fascinating and challenging experience. I have always felt comfortable in international environments because I grew up surrounded by different cultures, and working with people of different nationalities is something that really motivates me.
It is a privilege to work in an organization like Clifford Chance, which allows you to work with brilliant people and has such a solid structure in the field of communications and business development. Being part of global projects, such as updating our brand, has been particularly enriching.”
Desafios de comunicação em um setor tão confidencial quanto o jurídico
The key is to communicate with the customer and our people in mind, and to communicate with impact, ensuring that internal and external communication are fully aligned. The main challenge is to maintain confidentiality while projecting an innovative and approachable image, tailoring messages to the audience.
Externally, our focus is very much on Thought Leadership, demonstrating our expertise in all areas of practice and sectors in which our clients operate.
Internal communication plays a particularly important role in an organization like ours and focuses not only on raising awareness of our people and inclusion initiatives, but also on highlighting client success stories in which cross-border and multidisciplinary teamwork was the key to success.
A este respeito, Ana Nogales Fulwood também se referiu ao papel que a área de comunicação da empresa em Espanha desempenhou na expansão e internacionalização da mesma e como, através de uma estratégia bem planeada, garante consistência e reputação a nível internacional.
“The department is an integral part of the global communications team and is governed by the firm’s global guidelines and working principles. This ensures consistency, so that we use the same voice and approach in all jurisdictions where the firm operates.”
He added that the communication style “is based primarily on absolute respect for the confidentiality and interests of our clients, always providing a global vision, as this is a clear differentiator for the firm. We promote transparency and consistency across all channels, ensuring that every message reinforces our values and identity.”
Inovação imparável: os desafios da Clifford Chance em 2026
Without a doubt, continuing to implement projects related to updating our brand, which has been very well received by our customers and the market, through communication and marketing actions. We are creating pride of belonging among our people, and an image and language that are much more customer-focused, especially the concept of creating value for our customers.
Among the priority challenges is to continue innovating, studying market trends, and measuring the impact of our actions.
Ana Nogales Fulwood firmly believes in the value of communicating with impact, “less is more in this sense.” She is always looking for “new ways to reach our target audience, whether internally or externally. In the current context, where immediacy and visual content are paramount, we are using video much more, for example, and writing in a more assertive and direct tone.”
Outro tópico abordado durante nossa conversa foi a evolução do marketing jurídico na Espanha e na América Latina, algumas tendências que marcarão os próximos anos e o papel que a IA desempenhará nos departamentos jurídicos em 2026.
Legal marketing has evolved enormously over the last 20 years. It has gone from being a function assigned to tasks with little added value to becoming a strategic department that is much closer to partners and clients. Those of us who make up these departments are specialists in our fields, so we have to act as strategic advisors to partners and lawyers.
In my opinion, there will be more demand for profiles specializing in client management (client relationship managers), digital marketing, and data analysis.
Regarding the use of artificial intelligence to improve communication and crisis management in an international law firm such as Clifford Chance, Ana emphasizes that the firm was one of the first to “successfully apply artificial intelligence, following a highly structured plan to implement it in all departments. We have our own tools that are incredibly useful.
In the context of the launch of our new brand, in the field of communication, these tools help us not only to streamline certain processes, but also to ensure the consistency of the messages and tone we all use when communicating, reinforcing the brand’s values.”
As chaves de Ana para impulsionar o posicionamento e o desenvolvimento de negócios
- Invista tempo na criação da sua proposta de valor, que será a base de todos os seus materiais voltados para o cliente.
- Cultive a presença da sua empresa e dos seus advogados nas redes sociais: o LinkedIn é essencial hoje em dia. Compartilhe conteúdo focado no cliente.
- Elabore planos de negócios específicos para cada cliente estratégico.
In addition to the above, she adds that the Dircom figure “must be a strategic advisor. In times of crisis, they play a fundamental role in coordinating actions, developing key messages, and choosing the right moment to do so.”
Finally, Ana Nogales Fulwood, Global Marketing and Communications Lead Litigation & Dispute Resolution at Clifford Chance, believes that communication is the backbone of any organization. “Without effective communication, it is impossible to align teams, build reputation, and achieve strategic objectives.”
Em resumo
Qual conselho ou frase sábia você recebeu e ainda aplica no seu trabalho hoje? Sua maior força é sua maior fraqueza: aprenda a transformar sua força em seu superpoder. Quem foi a pessoa que mais influenciou sua carreira e por quê? Minha família, que são os pilares da minha vida. Meus pais sempre incutiram em mim e nos meus irmãos o valor do trabalho árduo, da honestidade e de sermos boas pessoas. No âmbito profissional, Domitille Baizeau, sócia da empresa LALIVE. Com ela, aprendi a importância do rigor e da atenção aos detalhes, bem como a lidar com situações difíceis. Defina seu estilo de trabalho ou personalidade em uma palavra e conte-nos algo que o inspira ou motiva fora do trabalho. Empatia, acreditar firmemente na minha equipe e o valor do companheirismo. Me inspiro na diversidade cultural e no aprendizado constante que vem do trabalho em ambientes internacionais. Qual palavra te define? Alegre e uma boa pessoa. Um esporte? Zumba e corrida. Uma música? Garota de Ipanema, de Gilberto Gil. Você cozinha bem? Qual é o seu prato especial? Gosto de cozinhar, embora goste ainda mais de fazer bolos e doces. Nessa época do ano, fico obcecada em fazer o Bolo dos Três Reis Magos perfeito. Uma lembrança da infância? Os verões em casa, que sempre estava cheio de pessoas de muitos países diferentes. [En pocas palabras0]Uma chave para o sucesso?[/En pocas palabras0] Empatia e inteligência emocional. [En pocas palabras1]O que te inspira?[/En pocas palabras1] Meu marido, minhas filhas, meus pais e meus irmãos, a quem admiro profundamente. [En pocas palabras2]Um livro?[/En pocas palabras2] Como Água para Chocolate, de Laura Esquivel.
