Executing an effective thought leadership strategy is essential in professional services marketing, yet many firms continue to struggle. By understanding and implementing the right approaches, firms can not only cut through crowded markets but also build lasting credibility. In today’s episode of the CMO Series Podcast, Charlie speaks with a former guest on the series, Phill McGowan, who has led marketing and communications at top law firms including Jenner & Block, Crowell & Moring, and Reed Smith. Now, through his consultancy, Phill McGowan Marketing, he helps firms deliver impactful, data-driven campaigns. Phill joins us today for a masterclass in building successful thought leadership campaigns, from distinguishing between flagship Capital “C” campaigns to more agile, lower-case “c” initiatives. We’ll also explore how to navigate shifting markets, secure leadership buy-in, and create content that stands out. Phill and Charlie dive into: Phill’s journey into legal marketing and his first time seeing impactful thought leadership Common mistakes versus best practice in law firm thought leadership The implications and opportunities of a shifting market on thought leadership Understanding capital ‘C’ and lower-case ‘c’ campaigns and their essential elements Advice for firms on securing buy-in and leadership support for further investment Practical tips for CMOs looking to build a sustainable thought leadership strategy