The elite law firm Latham & Watkins has appointed Despina Kartson as CMO in charge of the firm's business development and marketing areas.
She will oversee the firm's strategic planning, marketing, practice development, PR, internal and online communications.
"We have a great opportunity to build our brand on an international and global perspective," Kartson said. "Law firms have typically been slightly lagging in their use of PR from a brand building perspective, but that is changing."
The firm works with Hill & Knowlton in the United Kingdom and does its PR in-house in the US. It will be looking to hire PR practitioners for its New York and Los Angeles locations
In the UK, H&K director of professional services Stuart Wilson will report to Global PR manager Geoff Burt, who reports to Kartson.
Burt said he is looking for practitioners to create a hybrid that combines crisis management with traditional PR approaches.
"Law firms are at a change in business communications, as there's an evolution in how b2b organizations communicate through the marketplace," Burt said.
Kartson joined the firm from Bowne Business Solutions, where she was VP of business development.