In a sector as reserved and demanding as the legal sector, strategic communication is much more than an isolated action: it is a form of management that requires honesty, consistency, and a deep respect for confidentiality. José Miguel Abat, Director of Communication at Ontier, shares his insights. “Voices of Development, Communication and Legal Marketing”
His More than a decade of experience leading communications at one of Spain’s most innovative and global law firms.
His career, which began in law and the third sector, has allowed him to adapt a fresh and sincere vision to build reliable bridges between legal professionals and the media, positioning Ontier as a benchmark that combines local spirit and international reach.
In this special edition, leading professionals in the sector share the keys to communicating with impact, strengthening reputation, and accompanying companies in their international growth. Don’t miss José Miguel’s reflections on the main challenges, opportunities for innovation, and the role that artificial intelligence plays in legal communication.
José Miguel has a degree in law and began his professional career as a labor lawyer. He did not come from the communications sector, so adapting to its codes and the particular way of communicating in the legal field represented a significant challenge. He has always approached the subject with respect, listening much more than he spoke and guided by two principles that are fundamental to him: honesty and humility. These values have been fundamental both within the firm and in his relationship with the media, which has been an essential support over the years.
“Our communication reflects our DNA: a global firm with a local soul, fresh, innovative, and with the client at the center”
After 13 years at this firm, I can say that it has been and continues to be a fantastic experience. Ontier is a firm with a very authentic approach: transparent, approachable, and very disruptive. From day one, I found a management team that understood the importance of communication and was not afraid to try new ways of doing it. On the contrary, they encouraged and supported me 100% in all my initiatives.
My job has been to live up to that trust, striving to ensure that our communication reflects our DNA: a global firm with a local soul, fresh, innovative, and client-centered. Always trying to maintain a simple and direct style.
Challenges and keys to leading communication in the legal sector
The sector requires discretion, rigor, and great respect for the issues dealt with, which undoubtedly conditions external communication. The challenge lies in explaining what we do well without ever violating confidentiality, which is sacred. It also involves building trust internally so that professionals feel comfortable sharing their experience. Traditionally, lawyers are reluctant to “sit down” with journalists; there is a certain fear generated by ignorance. My role is also to build trust and create bridges.
The relationship with the media is fundamental. I deeply believe in communication based on honesty and mutual respect. When you work this way, journalists become your best allies and, sometimes, friends. This bond, built over time, is essential for communication to work.
Key strategic communication in international expansion into Latin America
For José Miguel Abat, communication has been “fundamental, given the history of the firm. Ontier is the result of the merger of two Spanish firms and, over time, the integration of firms in Latin America, the United Kingdom, and Italy. Different countries, different cultures, different ways of working. In this context, communication played an essential role in explaining to the market who we were, where we wanted to go, and so that clients would see us as a partner committed to their business, capable of accompanying them in their international expansion and with a deep legal knowledge of the local market.”
I continue to emphasize that, to ensure consistency and reputation internationally, your strategy is based on something very simple: “honesty, consistency, and proximity. We seek to communicate only what contributes, avoid unnecessary messages, and maintain a common line between countries, but with a great deal of flexibility. International reputation is built when the way each office communicates reflects the essence of Ontier, the values that are in our DNA, with a deep respect for local culture.”
Iconic campaigns that marked a turning point at Ontier
José Miguel highlights two key campaigns in his career at Ontier. The first, in 2015, was a milestone, as it was the first time a law firm in Spain had launched a brand awareness campaign in the media, including the international press, social media, and billboards. With the slogan “The first global firm with a local soul,” the campaign was direct, clear, and innovative, reflecting the strength of a global brand with local authenticity.
The second, in 2016, was the innovative talent recruitment campaign #quierocambiardevida. With a disruptive approach, it used social media and influencers to attract global talent with a two-phase strategy: a first teaser to generate excitement and thousands of resumes received worldwide, followed by an in-person process with 22 finalists who participated in a unique process that involved the entire office and clients. This formula was replicated in 2018 to select a country manager, again achieving a major impact.
Driving agile, participatory and innovative communication at Ontier
José Miguel confessed that among the three objectives they have set themselves are: to continue to give visibility and presence to certain strategic sectors, where our firm has undisputed experience and leadership; to provide more intensive support to the different countries that make up Ontier so that they can find and strengthen their own communication channels; and to advance a more participatory communication culture within the firm.
As for the opportunities he has identified for innovating or enhancing communication within the firm, José Miguel responded that “the opportunities lie in simplifying, not complicating. In using more agile formats, in generating authentic and participatory conversations on topics that interest our audience. Innovation is not just about technology, it’s about attitude.”
He also referred to artificial intelligence to improve communication and crisis management, “We use AI as a support tool: it helps us monitor sensitive issues, analyze conversations, detect trends, and save time on tasks that used to be slower. AI gives us speed and data, but interpretation, sensitivity, and decisions logically remain in the hands of the team. Technology helps, but trust and credibility are built by people.
In short
What piece of advice or wise phrase have you received that you still apply in your work today? “You are the slave of your words and the master of your silence.” Who has been the person who has most influenced your career and why? I couldn’t name just one, because there are so many, but I would highlight my first job, very young, at a law firm, where everything was new to me. The warmth and patience of my colleagues and bosses were invaluable. I think it’s the period in which I learned the most. Define your work style or personality in one word and tell us something that inspires or motivates you outside of work. Cheerful and helpful. Outside of work, my absolute inspiration is my children, watching them grow and become the best version of themselves. What word defines you? Human, empathetic. A sport? Lately, taking long walks. A song? “La chica de ayer” by Nacha Pop. Are you good at cooking? What’s your signature dish? I’m a disaster at cooking; it’s my Achilles’ heel. A childhood memory? Well, since it’s Christmas, Three Kings’ Night, and the wonder of the Three Wise Men from the East actually finding my house and leaving the presents I’d asked for. [En pocas palabras0]A key to success?[/En pocas palabras0] Perseverance, enthusiasm, and believing in yourself. [En pocas palabras1]What inspires you?[/En pocas palabras1] Nature, a walk in the woods, the sound of a stream, birdsong… [En pocas palabras2]A book?[/En pocas palabras2] Two: “Man’s Search for Meaning” by Viktor Frankl and “In Praise of Imperfect Life” by Paolo Scquizzato.
