Ana Delgado, business development manager on Pinsent Masons – Spain, offers us a clear and enriching perspective on the strategic role that communication and marketing play today in the development of international law firms. Ana delves deeper into this topic in our special feature. “Voices of Development, Communication and Legal Marketing”,
in her experience building a business and communications department from scratch in a market as demanding as Spain, highlighting the importance of actively listening to clients, building strong relationships, and maintaining a positive and resilient attitude in the face of challenges.
She also shares her key learnings from previous international firms and how she combines local representation with the need for global consistency, highlighting current challenges and strategies to strengthen the firm’s visibility and reputation. Ana also analyzes the trends that will shape the future of legal marketing in Spain and Latin America, such as artificial intelligence and personalization, and offers practical advice for firms to improve their positioning in a competitive market.
We invite you to read this inspiring conversation and discover what is shaping the future of legal marketing.
It is never easy for Ana to define herself, but she says that if she were to go by what people usually say about her, she would describe herself as “energetic” and “positive,” “two words that describe me both personally and professionally.”
“There is a phrase in English that inspires me and with which I identify: ‘make things happen’. I always like to remind my team that our mission is to be facilitators: to help ideas become reality and to ensure that the needs of our partners and lawyers are met.”
The key to Ana’s development as a business development manager at Pinsent Masons – Spain has been her ability to listen and understand the real needs of the business. She says that it is not just about designing strategies, but about connecting people, anticipating opportunities, and translating objectives into concrete actions. “Without a doubt, building strong relationships with partners and lawyers as part of their team makes all the difference.”
In this regard, she affirms that “resilience and a positive attitude have been essential. Turning challenges into opportunities and maintaining energy is what really drives growth and sets you apart in your daily work.”
Trajectory and learning that build their professional present
Each stage of my career has been a key step in becoming the professional I am today. At DLA Piper, I learned what BD work involved in a law firm, a role that was still relatively unknown in Spain and was just beginning to develop in international firms. I also learned the importance of attention to detail and excellence and, something I would never have thought, “that a double space in a PDF document read on a BlackBerry at the time was seen by lawyers.”
During my time at Hogan Lovells, I discovered the power of teamwork and was able to specialize more in event organization and proposal preparation.
At WFW, the challenge was to fit together all the pieces of the puzzle that I had previously touched on separately and to take my first steps in communications, an area I had never dealt with directly before.
For the past eight years, I have been working at Pinsent, combining all that knowledge. I had to set up a non-existent department from scratch and develop a brand from nothing in an environment as competitive as the Spanish legal market. It has undoubtedly been a very enriching process in every respect, and I continue to learn something new every day.
“I approach communication from a proactive perspective”
“Thanks to the media and our legal journalists, who are always very approachable and accessible, the journey has been easier. My biggest challenge is the limited time available to those of us who take on the triple role of business development, marketing, and communications in law firms. This makes it difficult to approach communications proactively. It’s not just a matter of calling the media when we need them, but of offering them valuable content on a consistent basis.”
Throughout his career, he has built the knowledge he currently possesses. Each experience has taught him something unique, but above all, he says, he has understood that the role of a business development team at an international firm in Spain is twofold:
“Representing the brand in the Spanish market while also being the voice of the local office to the global firm. You are a kind of ‘ambassador’ in both senses.”
“It is essential to maintain consistent communication that strengthens the global reputation, without losing sight of the needs of the team and the particularities of the local market.”
“My goal for 2026 is to work on communication in a more proactive rather than reactive way”
“My Achilles heel has always been maintaining relationships and providing more content to the media. That’s why one of my goals for the end of this year and the beginning of next year is to work on communication in a more proactive rather than reactive way, dedicating time to generating valuable content, planning actions in advance, and strengthening strategic links.”
Regarding the evolution of legal marketing in Spain and Latin America, Ana confirmed its marked professionalization in the region.
“We are seeing more and more Latin American firms not only consolidating their presence in their home regions, but also arriving in Spain with significant value and the ability to compete in the general market, beyond actions linked to Latin America. The arrival of media outlets like Líder Legal, which energize and provide visibility, has been key to this development.”
Ana assured that looking ahead, “trends will be marked by the adoption of artificial intelligence, internationalization, and the creation of more personalized experiences that connect with customers and stakeholders in an increasingly competitive environment.”
To conclude, Ana Delgado offered practical advice for law firms to improve their positioning in a competitive market.
“To stand out in a competitive market, law firms must define a unique value proposition and communicate it consistently, invest in strategic communication to gain visibility in media and networks, and actively listen to the client to adapt their services to their real needs. These three steps allow them to move from a reactive presence to a solid strategy that strengthens their reputation and generates business opportunities.”
In short
What piece of advice or insightful phrase have you received that you still apply in your work today? It’s not the first time I’ve said it, but “rowing together” was much more than just a phrase in the talks given by Juan Picón, may he rest in peace, during my time at DLA; it was a philosophy that made us feel part of something big. That idea of unity and moving in the same direction remains, for me, the essence of a successful firm. Today, I firmly believe that the BD teams are key to turning that vision into reality. Because when we all row together, magic happens. Who has been the person who has most influenced your career and why? My first boss, Mercedes Asorey, during my time at DLA, shaped my way of working. Life has shown me that all her teachings—attention to detail, the pursuit of excellence, and many other things that at the time didn’t seem so relevant to me, but which she had ingrained in her from her time at Expansión and Uría—would end up being my lifeline for facing the adventure ahead in legal marketing. What word defines you? Energy. A sport? I’m not myself if I don’t go for a run as soon as I wake up; you can talk to me after that. A song? “Puedes contar conmigo” by La Oreja de Van Gogh; it conveys positivity, energy, and a sense of connection. Are you good at cooking? What’s your signature dish? I’d say I’m really good at salads 🙂 That answers your question about cooking… A childhood memory? I’d highlight Christmas Eve and Christmas Day at my great-grandmothers’ house when there were more than 50 cousins and aunts and uncles from several generations together. Since they’ve been gone, it’s not the same. A key to success? Positivity. If you see the glass half full, you’re happier.
