Chile’s Proyecta launches legal marketing subsidiary

“The maturing of the Chilean legal market has challenged law firms to look beyond legal practice to secure their position in the industry,” the firm said. “Against this backdrop, 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 expertise and energy to legal matters, while we support them by strengthening their brand and expanding their networks,” Carolina Soza said.

This subsidiary combines Proyecta’s expertise in corporate communications and crisis management with the team’s specific knowledge of business development and marketing for the legal niche. In this way, it seeks to address the growing demand for professionalizing communications in a highly competitive legal ecosystem, thereby serving as a bridge between legal management and business strategy.

Daniela Garay, a partner at Proyecta Legal, explains that the goal is to serve as a “partner to management teams, designing marketing and communications strategies that enable the consolidation of long-term relationships with key audiences”.

Daniela has 15 years of in-house experience leading marketing and business development departments at firms such as Morales & Besa and Guerrero Olivos. She holds a master’s degree in strategic communication, and is a graduate of BOW.

For her part, Azahara Rodríguez is a journalism graduate from the University of Málaga and holds a master’s degree in digital marketing from the European Postgraduate Institute (IEP). She was senior marketing coordinator at Boston Consulting Group (BCG) for South America and has extensive experience in business development.