Author: Abigail Ford

Matt Gale has been promoted to Chief Marketing Officer at Brandsmiths, eighteen months after joining the firm as Marketing Director.  

With a twenty-year career in marketing spanning media, advertising and business services, Matt has developed a strong specialism in brand strategy, and a combination of commercial rigour and creative thinking has shaped his approach to growth, brand and leadership at Brandsmiths.

Matt’s vision for the marketing function at Brandsmiths is clear: a commercially minded team, with a key focus on sustainable growth. Since joining Brandsmiths, he has concentrated on building a joined-up function, focusing on the right opportunities and executing consistently across brand, business development, digital and client experience.

“The goal is disciplined, intentional growth that further strengthens our industry position and makes it easier to scale without losing what makes Brandsmiths distinctive.”

Matt knows the key towards building sustainable growth comes from taking a holistic view of balancing brand identity with lead generation rather than focusing on one or the other. For an IP law firm, creating a brand that builds trust and reduces friction plays an important role in streamlining lead generation, increasing efficiency and strengthening credibility over time.

“In practice, that means investing consistently in building brand awareness and relevancy, while also running focused, rational activity that converts interest into instructions.”

A deep understanding of clients is fundamental to effective marketing leadership, as is an insight into what clients value: faster, clearer routes to commercial outcomes. A firm that listens, understands what matters and prioritises accordingly is the foundation of strong client relationships. But the internal operations of a firm also play a crucial role in external perceptions.

“There’s also increased joined-up thinking across the firm – with more integrated advice that reflects how GCs think and work.”

Since joining Brandsmiths, Matt has built a marketing team where people feel empowered, confident in their work and trusted to think commercially, challenging assumptions rather than purely executing. He believes clarity, trust and accountability build the foundation for people to perform at their best, by providing direction on what they are trying to achieve, why it matters and how success is measured.

At its core, marketing is about connecting with people. With influences such as Rory Sutherland, Vice Chairman of Ogilvy, Matt emphasises the importance of understanding behaviour rather than purely relying on logic. In a professional services environment, creativity and innovation can often be an overlooked, but highly effective, driver of growth.

“Creativity works best when it’s purposeful, so I encourage a focus on solving real commercial problems in clearer, more human ways. That means giving people space to think, being open to small, unexpected ideas and improving clarity, speed and experience. These are changes that can have a disproportionately positive impact on growth.”

Adam Morallee, CEO and founder of Brandsmiths, said: “Matt embodies our values here in lots of ways. He is creating an elite department, and the brand has grown significantly since his arrival in June 2024. His promotion reflects the scale and maturity Brandsmiths has reached.

Over the past year, Marketing and Business Development have been brought together into a single joined function under Matt’s leadership. As Chief Marketing Officer, Matt will lead the firm’s growth strategy across brand, business development, digital and client experience - with clear accountability for the brand.”

Matt is proud of shaping a marketing culture that draws inspiration from the most impressive brands and agencies, not just the legal sector. With the team he has built, he looks forward to further strengthening the Brandsmiths brand.

“Bringing marketing and business development together has created real momentum, with everyone pulling in the same direction towards our ambition of becoming the UK’s number one IP firm. Seeing a team that cares deeply about quality, clarity and impact, while staying true to the culture and personality of Brandsmiths, has been incredibly rewarding.”