Today's General Counsel, January 2022

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COLUMN/CLIMBING THE LEGAL DEPARTMENT L ADDER

Strengthening the GC-CMO Relationship By ANDREA BRICCA

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ll companies are in the business of marketing to other businesses or directly to consumers. As the general counsel or chief legal officer, building your relationship with the chief marketing officer is imperative to helping the organization grow. Marketing is focused on selling the company’s products, bringing in new customers and clients, and building brand

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recognition. The GC and CMO need to work together to protect the company, mitigate risks and maintain growth — all within public expectations and regulatory oversight. The logic of legal issues and the creativity of marketing can often be in opposition. For example, marketing favors persuasive language that entices people into acting, while legal prudence cautions

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against making promises that cannot be kept. To succeed, both sides must give and take, especially when it comes to privacy, data protection, advertising, jurisdictional oversight, and rapidly changing modes of connection with customers and clients. The key is to keep an open line of communication with the CMO about plans and goals. Understand where you can be of assistance, and where you BACK TO CONTENTS


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