The maturing of the Chilean legal market has challenged law firms to look beyond legal practice to secure their position in the industry. In this context, the communications agency Proyecta—founded by Magdalena Echeverría and Carolina Soza—announced the launch of Proyecta Legal, a subsidiary specializing in consulting, reputation management, and business development for law firms.
“Our goal is for lawyers to be able to dedicate their experience and energy to legal matters, while we support them by strengthening their brand and expanding their networks,” said Carolina Soza.
This subsidiary combines Proyecta’s experience in corporate communications and crisis management with the team’s specific knowledge of business development and marketing for the legal sector. In this way, it seeks to address the growing demand for professional communication in a highly competitive legal ecosystem, thereby becoming a bridge between legal management and business strategy.
Daniela Garay, partner at Proyecta Legal, explains that the goal is to be a “partner for management teams, designing marketing and communications strategies that allow for the consolidation of long-term relationships with key audiences.”
In addition to the founding partners, the Proyecta Legal team includes Daniela Garay, who has 15 years of in-house experience leading Marketing and Business Development departments at firms such as Morales & Besa and Guerrero Olivos. She is a journalist, holds a master’s degree in Strategic Communication, and is a graduate of BOW.
Azahara Rodríguez, a journalist from the University of Málaga, holds a master’s degree in digital marketing from the European Postgraduate Institute (IEP). She was a senior marketing coordinator for South America at the Boston Consulting Group (BCG) and has extensive experience in business development.
