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Business Development: Mishcon de Reya in the spotlight

Kim Tasso* shines the spotlight on marvellous marketing at large and small law firms, starting with Mishcon de Reya. At number 45 in the charts and a fee income of £73m it’s one of the bigger firms – straddling both consumer and business markets, although 90% of its income derives from the latter. Its marketing fortunes changed when it appointed Elliot Moss as director of business development in May 2009