Chile
Chile’s Proyecta Launches Legal Marketing Arm to Boost Law Firm Growth: Chilean communications firm Proyecta has expanded its portfolio with the launch of Proyecta Legal, a new division focused on business development, marketing, and reputation management for law firms.
Founded by Magdalena Echeverría and Carolina Soza, Proyecta said the move comes as Chile’s legal market becomes increasingly competitive, pushing firms to look beyond traditional legal services to strengthen their positioning and client engagement.
“The maturing of the Chilean legal market has challenged law firms to look beyond legal practice to secure their position in the industry,” the company noted in a statement, highlighting the growing need for strategic communications and brand-building within the legal sector.
According to Soza, the new subsidiary is designed to allow legal professionals to focus on their core expertise while external specialists handle their market visibility and growth strategies. “Our goal is for lawyers to dedicate their energy to legal matters, while we strengthen their brand and expand their networks,” she said.
Proyecta Legal will combine the parent firm’s experience in corporate communications and crisis management with specialized expertise in legal-sector marketing. The offering is aimed at bridging the gap between legal management and business strategy, responding to a rising demand for professionalized communications in the industry.
A key member of the new venture, Daniela Garay, joins as partner, bringing over 15 years of in-house experience leading marketing and business development teams at firms such as Morales & Besa and Guerrero Olivos. She emphasized that the subsidiary aims to act as a strategic partner to law firm leadership teams, helping design communication frameworks that build long-term relationships with key stakeholders.
Also part of the team is Azahara Rodríguez, a journalism graduate from the University of Málaga with a master’s degree in digital marketing from the European Postgraduate Institute. She previously served as senior marketing coordinator for South America at Boston Consulting Group, bringing significant experience in business development and regional marketing strategy.
With the launch of Proyecta Legal, the company aims to position itself at the intersection of legal expertise and strategic communications, offering law firms a comprehensive solution to navigate an evolving and increasingly competitive market landscape.
