Our second guest on “Voices of Development, Communication and Legal Marketing” is David Jiménez Arribas, director of communication at Legálitas.

In this interview, he offers a direct look at the challenges and opportunities in legal communication. David shares how his experience in media has allowed him to develop strategic, approachable, and creative communication that not only raises the profile of legal work but also connects with society in a simple yet rigorous way.

It highlights the importance of having the support of senior management so that communication is seen as an opportunity, not a cost. Innovation, especially with the incorporation of artificial intelligence, is a key driver for optimizing processes and improving customer satisfaction. Furthermore, it underscores the value of internal communication in strengthening the team and reinforcing the Legálitas brand.

David also reflects that in a traditional and reserved sector like the legal field, the key to standing out is generating valuable content and maintaining a consistent and rigorous presence in the media and on social networks, always using language accessible to the general public. This interview shows how Legálitas has transformed legal communication into an essential tool for its growth and reputation.

“The key lies in active listening, in understanding the communication needs of a sector as different as the legal one, and in daring to contribute new ideas”

“I consider myself an approachable and accessible person, attributes that I believe are necessary to establish any effective communication process in any field. I am a committed professional, aligned with my company’s objectives, who enjoys collaborative work to showcase everything that individuals and companies can share.”

For David, a key to becoming who he is today “lies in active listening, in the continuous effort to understand what a sector as ‘different’ as the legal sector needs from a communication standpoint; in having the ability to contribute different ideas and not conform to the status quo. But also, in having been fortunate enough to have teams that have given their all and managers who have listened to and valued my proposals and opinions. That makes everything easier.”

You’ve gone from media communications to leading corporate communications at Legálitas. What lessons from your time as a journalist do you consider fundamental to your current role?

Undoubtedly, understanding the needs and work dynamics of those on the other side is crucial. Having worked for many years in the media has allowed me to know what messages resonate, how to tell them, and what contexts are most suitable. Knowing journalists, understanding the daily life in a newsroom, their way of working and thinking, greatly helps in maintaining stable relationships. Truly grasping something as important as the difference between “news” and “advertising” allows me to better align the communication interests of both parties, ensuring I don’t waste their time and can focus on providing valuable content they can use.

What has your experience been like working in communications for Legálitas?

Fantastic. We’re a company that operates within the legal sector, but we’re completely different from the rest, and that extends to our communication. We’re not a conventional law firm, with its stricter codes. Legálitas was one of the first legal companies to advertise, to show how we help people. All of this has meant a different way of doing things, innovating every day, creating all kinds of content formats for all audiences, especially now on social media. Every day something different happens that we deal with, of course, professionally, but also by having fun with everything we do.

In a sector as confidential as the legal field, what do you consider to be the main characteristics and challenges for the person leading communications?

The first is very simple: ensure that your president, CEO, or managing partner shares your view that communication is important, that it’s not a “cost center” but a “center of opportunity.” In my case, I’ve been lucky and have always felt that support, but if they don’t believe in it, the communications director’s job can be complicated.

The sector is evolving very rapidly, that’s the good news, but it’s still far behind what we see in other fields. Let’s remember that until very recently, many firms didn’t even have a simple website, and even today, not all lawyers, for example, are on LinkedIn. It’s a very opaque and traditional sector, and we need to convince it, from within, that everything has changed and that the various players in the sector have a lot to say and contribute to the public debate.

Despite this, the increasing number of brands vying for attention makes it harder to secure a share of the market. Establishing an attractive presence in media or on social networks requires imagination, creativity, and an understanding of the specific needs of each format.

But the biggest challenge will be how we integrate our new partner, artificial intelligence, into our communication processes. It will clearly be a key player in our daily work, and we must find ways for it to help us do our jobs much better.

What role has the communications area played in strengthening Legálitas?

Our work focuses on showcasing to the public not only corporate information, but also how Legálitas can help people, demonstrating the expertise of our lawyers through opinions, interviews, articles, videos, and more, with a strong presence in the media and on social media. We are a cross-functional area that complements and supports the actions carried out by the other departments within the company.

Another important role I’d like to highlight is internal communication. Being responsible for this task allows us to have direct contact with the entire staff. We are the link between the communication needs of the departments and the rest of the employees. We involve them in the day-to-day operations, carry out various awareness campaigns, and manage activities and events that contribute to improving their affinity for and sense of belonging to the brand.

What are the fundamental lines of the communication strategy you lead to ensure consistency and reputation?

Essentially, we aim to be present in current conversations, to contribute our expertise, and to put our knowledge at the service of society. Our strategy is based on accessibility, on showing people that Legálitas is always there when they need to make a legally relevant decision in their daily lives: whether it’s a divorce, a dismissal, a claim, a trip, buying or renting a home, dealing with taxes, and so on. We also support various social causes through our foundation and participate in discussions about innovation as a leading legaltech company. These are the forums where you’ll find us, and the key is to always maintain rigor. Everything we say or publish is reviewed or written directly by our lawyers. We strive to simplify legal language so that everyone can understand it. And we do this through the channels people use: social media, podcasts, webinars, articles on our website, or media interviews, among others.

What strategic objectives and priority challenges have you set for the end of 2025 and the beginning of 2026 in terms of communication and public relations?

Ending this year having met all our objectives is undoubtedly the challenge, and I believe we will achieve it: a strong media presence for our brand, the launch of new social media profiles, and ultimately, contributing to Legálitas’s increased recognition within society. Christmas represents the last communication opportunity of the year: shopping, parties, and travel are themes that Legálitas always addresses; but internally, the Christmas activities we organize require extra attention to ensure that all employees participate and enjoy them.

Next year, as always, we’ll continue to grow: improving engagement metrics, increasing our media presence, gaining more followers on social media, and achieving millions more views and interactions. We’ll be closely monitoring current events to choose the right places to be, participating in the right conversations and forums; implementing the development of the Legálitas Business brand, which aspires to be, like Legálitas for individuals, a benchmark for all entrepreneurs. And, above all, continuing to enjoy everything we do is the best strategy for success.

What opportunities have you identified to innovate or enhance communication, especially in such a dynamic context?

The number of brands and individuals who have decided to communicate has gradually increased. Social media has brought about this democratization and, consequently, the emergence of both good and bad practices. Artificial intelligence is already here; finding the best way to adopt it will open new opportunities, but undoubtedly the best ideas will come from listening, from seeing where your audiences are, what they consume, and what they would like to hear.

In a sea full of voices, the one who shouts the loudest will not be heard, but the one who has the most interesting things to say.

From your experience, how is legal marketing evolving in Spain and Latin America? What trends do you think will shape the coming years?

It has evolved tremendously. I used to say that Legálitas was one of the first to advertise; now the online competition is fierce as companies bid on keywords to become top-ranked in every search. Commercial strategies are deployed that go far beyond simply placing an ad in a newspaper. The number of forums discussing topics of interest (at least that’s what their organizers think) has proliferated, perhaps too much.

Everything has been changing and will continue to do so in the future. I believe that showcasing our work is the best model to use as a guideline. Continuing to build credible, rigorous narratives that evoke emotions will be fundamental to our communication.

Artificial intelligence has been mentioned as a disruptive change. How do you at Legálitas apply it to improve communication and crisis management?

AI has been a game-changer for Legálitas, gradually being integrated into our processes to improve, optimize, and reduce costs. AI has enhanced communication with our clients. When they call, AI manages the call, listens to and understands it, asks questions if necessary, and connects them directly with a lawyer specializing in their specific needs. Once the consultation is complete, the AI, having listened to the conversation, automatically generates a text report for the lawyer and a summary, reviewed by the lawyer, that is sent to the client. This summary outlines the main points discussed, deadlines, and any required documents for the client to provide. This practice has significantly increased client satisfaction.

In the area of communication, AI is already helping us with more tedious tasks, such as drafting scripts, writing video scripts, and improving audiovisual content. The journey has only just begun.

In short

What piece of advice or wise phrase have you received that you still apply in your work today?

No pain, no gain, but above all, enjoy what you do.

Who has been the person who has most influenced your career and why?

There are many, I couldn’t name just one. They are a chain of people who have been right there at every moment of my career, from those who gave me the opportunity to work with them, to those who supported me without fail in each of the stages, whether they are colleagues, friends or, very importantly, my own family.

Define your work style or personality in one word and tell us something that inspires or motivates you outside of the professional sphere.

Dynamic.

I’m motivated by taking on challenges; they don’t have to be complicated. I enjoy trying to achieve goals or solve problems that arise. To do this, I first identify the problem, and then I look for solutions, either online or by asking around until I find something that satisfies me.

What word defines you?

Two: humility and commitment.

A sport?

Soccer.

A song?

“When the sea has you”, El Último de la Fila.

Are you good at cooking? What’s your signature dish?

Yes, I like to cook, simple things. I love making a good stew in winter.

A childhood memory?

I played at being a football commentator and recorded myself with the first radio cassette player I was given.

[En pocas palabras0]A key to success?[/En pocas palabras0]

Constancy, perseverance, always trying.

[En pocas palabras1]What inspires you?[/En pocas palabras1]

Listen to everyone, everyone has interesting things to contribute.

[En pocas palabras2]A book?[/En pocas palabras2]

“The Holy Innocents”, by Miguel Delibes.