We’re kicking off January with a bang. In this new installment of our special “Voices of Development, Communication and Legal Marketing”, 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 hardworking. Both personally and professionally, she states: “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.
“I would especially highlight the importance of empathy and active listening to understand each client’s needs and adapt the communication strategy. In addition, collaborative work with multidisciplinary teams has been key to achieving good results.”
“Clifford Chance has a solid structure in the area of communication and business development”
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.”
Communication challenges in a sector as confidential as the legal field
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 success stories with clients, in which the work of cross-border and multidisciplinary teams was the key to success.
In this regard, Ana Nogales Fulwood also referred to the role that the firm’s communications area in Spain has played in the expansion and internationalization of the firm and how, through a well-planned strategy, it ensures consistency and reputation at an international level.
“The department is an integral part of the global communications team and is governed by the firm’s global guidelines and lines of work. This ensures consistency, so that we use the same voice and approach in all jurisdictions where the firm is present.”
He added that the communication style “is based primarily on absolute respect for confidentiality and our clients’ interests, 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.”
Unstoppable innovation, Clifford Chance’s challenges in 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.”
Another topic covered during our talk is the evolution of legal marketing in Spain and Latin America, some trends that will mark the coming years and the role that AI will play in legal departments in 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 relationship management, 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, and a highly structured plan has been followed 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.”
Ana’s keys to boosting positioning and business development
- Invest time in creating your value proposition, which will be the foundation of all your customer-focused materials.
- Cultivate your firm’s and your lawyers’ presence on social media: LinkedIn is essential these days. Share client-focused content.
- Prepare focused business plans for each strategic client.
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.”
In short
What piece of advice or wise phrase have you received that you still apply in your work today? Your greatest strength is your greatest weakness: Learn how to turn your strength into your superpower. Who has been the person who has most influenced your career and why? My family, who are the pillars of my life. My parents have always instilled in my siblings and me the value of hard work, honesty, and being good people. On a professional level, Domitille Baizeau, partner at the firm LALIVE. From her, I learned the importance of rigor and attention to detail, as well as how to manage difficult situations. Define your work style or personality in one word and tell us something that inspires or motivates you outside of work. Empathy, firmly believing in my team, and the value of camaraderie. I am inspired by cultural diversity and the constant learning that comes from working in international environments. What word defines you? Cheerful and a good person. A sport? Zumba and running. A song? The Girl from Ipanema by Gilberto Gil. Are you good at cooking? What’s your signature dish? I like to cook, although I like baking even more. Around this time of year, I’m obsessed with baking the perfect Three Kings’ Cake. A childhood memory? Summers at home, which was always full of people from many different countries. [En pocas palabras0]A key to success?[/En pocas palabras0] Empathy and emotional intelligence. [En pocas palabras1]What inspires you?[/En pocas palabras1] My husband, my daughters, my parents, and my siblings, whom I deeply admire. [En pocas palabras2]A book?[/En pocas palabras2] Like Water for Chocolate by Laura Esquivel.
